The concept was to create a templated solution that would allow Warp Records to promote not only Flying Lotus but other artists in their line-up. With a flexible template, the label could easily swap out background images, album art, call to action, etc. The application would launch from the Facebook newsfeed as a post, allowing Warp Records to promote the album release to their followers while giving them a way to purchase the album within a few clicks. A big selling point for these releases was the exclusive bundles that were only available during the pre-sale.