LA Priest is the recording name of Sam Dust (AKA Sam Eastgate), former lead singer of electroclash band Late Of The Pier. Ahead of the release of GENE, his second album as LA Priest, in April, he has created an online replica of the analogue drum machine that he built from scratch and on which he recorded a significant chunk of the new album.

To access it, you have to go to a dedicated website and either pre-save/pre-add the album on Spotify/Apple Music or sign up to his mailing list. From there, you get to an online replication of the drum machine as lead single ‘What Moves’ plays.

By turning on or off switches and twiddling around with a variety of dials and knobs, you can start to create your own versions of the track. However, as you play around with it, you realise that certain switches make throbbing animations appear behind the drum machine. Turn too many of them on simultaneously and – if you are anything like Music Ally – you will start to feel mild motion sickness.

Domino, LA Priest’s label, says the plan is to re-skin the website each time a new single from the album is released so that fans can come back and play with it anew.

It is a lot more involved than some of the stem-mixing tools used in campaigns that we have seen in the past. The fact that it will update with new singles as they appear gives the whole idea legs far beyond the single-use that can often sink things like this.

As John Peel used to say favourably of The Fall: “Always different, always the same.”