Electronic act Above & Beyond are putting out their new album, Flow State, via meditation app Calm. The album is also available as a continuous mix on YouTube.

They are no strangers to this world and had already soundtracked a yoga session at Burning Man back in 2014. They have also partnered with Daybreaker to run a series of listening parties and festival sessions where Flow State will be the soundtrack to yoga sessions hosted by local yogis in a range of cities including Paris, Miami, London, Mexico City, Sydney and Amsterdam.

“With the Flow State project, we want to help bring people’s attention and focus towards helping themselves find better mental fitness and overall happiness in life,” said Paavo Siljamaki from Above & Beyond. “Through raised awareness, being more present, one can reach a state of flow: a creative and free state of mind where time, fear and stress dissipate.”

They are not, however, the first musicians to use the app as part of their music marketing. Moby beat them to it back in March when he made his Long Ambients 2 album available exclusively on Calm for the first 30 days of its release. The company said at the time that its Calm Music section, launched 18 months previously, had generated over 150m streams from a 200-track catalogue of music for sleeping, focusing, relaxing and listening to “nature melodies”.

Then last month, Sigur Rós launched a ‘Liminal Sleep’ playlist within the Calm app as an exclusive.

Calm had also raised $88m in a new funding round in February and Moby was merely the first act to benefit from its heavy push into music. That has now carried over to the Above & Beyond partnership, by way of Sigur Rós. It is good to see companies putting a long-term commitment into things here rather than – as is too often the way in the quick-fire world of gimmick-led marketing – do something clever and new for the headlines but then never going near it again.