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Opening up a new avenue for music promotion, Comedy Central skein "The Colbert Report" will stream full albums by the show's musical guests on its website ColbertNation.com.

The streaming initiative kicks off with the Flaming Lips' double album "Embryonic," set for release by Warner Bros. on Oct. 13. The album will debut on the site immediately after the eccentric Oklahoma band's appearance Wednesday on "The Colbert Report," and will stream until next Monday. Set is group's first since Grammy-winning 2006 release "At War With the Mystics."

Event marks the first time the band has ever pre-released an entire album in the digital realm.

Lo-fi 4AD act the Mountain Goats' new album "The Life of the World to Come" will begin streaming on Oct. 6. Date will mark both the CD's retail release and band's late-night TV bow on "Colbert Report."