Being a teetotal vegan, one would imagine meditation is a big part of Moby’s world. So it makes delightfully perfect sense for him to release his new album, Long Ambients 2, via meditation app Calm – which has the exclusive for 30 days before it lands on all the main music streaming services. Fittingly it debuted on World Sleep Day on 14th March.

There was a brief period where exclusives were the new arms race for streaming services; but this is an exclusive with a difference as it is not prioritising one DSP over another, especially as the album is limited to paying subscribers on Calm. Ultimately this puts Moby’s music in front of a potential audience of 45m users, 40m of whom will be emailed about the partnership (although the company is not saying what percentage of its users are subscribers).

Sleep- and meditation-based playlists are a big part of the streaming world and acts like Max Richter with his 2015 album Sleep, which ran to eight hours, have been quietly and calmly marrying their music to relaxation techniques. Yet none of this is a leap into the unknown for Calm as it debuted the Calm Music feature within its app 18 months ago and says that the 200 tracks accessible on there have so far amassed 150m streams between them.

It is also worth noting that Calm raised $88m in a funding round at the start of February this year that gave the company a valuation of $1bn. Could it now start to become a label in its own right, commissioning music from artists specifically designed to relax the app’s users? Moby’s breakthrough album, 1999’s Play, changed music synchronisation forever, with every track on it being licensed for use in a TV show, film or ad, so he is no stranger to experimenting with ways to reach new audiences. Once again, he is probably onto something with Calm.