You can imagine the ferocious competition between rival paparazzi photographers to get the first shots of Beyonce and Jay-Z’s new baby, but the couple have made clever use of social media to steal a march on the snappers. On Friday, the couple launched a Tumblr blog with five photos of baby Blue Ivy Carter and themselves, complete with this message: “We welcome you to share in our joy. Thank you for respecting our privacy during this this beautiful time in our lives. The Carter Family.” As an alternative to selling first shots to the highest bidder, it’s classy and clever.

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