Sidestepping tabloids and outmanoeuvring paparazzi, Beyonce and Jay-Z are offering fans a glimpse of their first child on their own terms.

The hip hop power couple decided to share the first public photos of baby Blue Ivy Carter on Tumblr, a free blogging service.

"We welcome you to share in our joy," reads an apparent handwritten note on the website, which accompanies five photos of Blue Ivy swaddled in a white blanket.

Photographs show the one-month-old child with a full head of hair, dark almond eyes and ample lips, perhaps an inherited trait from her dad.

It's an unexpected move from the superstar couple, who were encouraged by actress Jessica Alba to sell the first snapshots of their newborn.

Alba and her husband Cash Warren reportedly received $1.5 million from OK! Magazine for photos of their daughter Honor in 2008.

However, there doesn't appear to be a price tag on Blue Ivy's first photos.

There have been no reports of a deal between Beyonce, Jay-Z and Tumblr and each singer has included a link to the photos on their individual websites.

Selling baby photos to tabloids certainly isn't unheard of in Tinsel Town.

Brad Pitt and Angelina Jolie, known to diehard fans as Brangelina, received a reported $14 million to fawn over twins Vivienne and Knox in a People magazine photo spread.

Jennifer Lopez reportedly received $6 million to cuddle up to twins Max and Emme on the cover of People in March 2008.

But the Carter Family appears content with the decision to post Blue Ivy's photos online.

One photo shows an out-of-focus Beyonce grinning as the one-month-old baby squirms in her arms. Another shows proud papa Jay-Z cradling the child against his chest.

It isn't the first time the couple has invited the public to share in their newborn baby bliss.

Shortly after Blue Ivy's birthday, Jay-Z released a song called "Glory" which announced the baby's arrival. The track featured Blue Ivy wailing in the background, making her the youngest person ever to appear on a Billboard chart.

Creative inspiration aside, the new parents aren't abandoning the business savvy that helped build their individual brands either.

Beyonce and Jay-Z filed an application to trademark Blue Ivy Carter's name on Jan. 26, the Washington Post reported. If approved, the trademark would allow the couple to reserve little B.I.C.'s name, perhaps for a future line of baby products. It would also prevent strangers from capitalizing on the newborn's unique name.

According to the Post, two applicants unsuccessfully tried to trademark Blue Ivy's name before her own parents.