To draw the attention of young audiences to the release of the new record "On the Sun" by the iconic Russian band Auktyon, the band released the first ever album that can be heard and seen only "on the sun". Two weeks before the official release, an application was launched that started playing back the new album when the smartphone camera was aimed at the sun. Photochromic ink was used to print the album artwork: the design appears only "on the sun" and vanishes when in the shade.