On 8 October 2013 the band released a music video for a new single, "Ghosts", on their official Youtube channel, directed by Matt Pulzer and Mishkin Fitzgerald.

[3] Rewards at various tiers included limited edition merchandise, tickets to the album launch party, and the opportunity to have dinner with the band, among other things.

[9] On 15 March 2014 a music video for the track "The Bullet", directed an animated by Simon Carter, was released on the official Birdeatsbaby Youtube channel.

[13][14] On 11 July 2014 the band held an album launch party, playing a show at The Macbeth in London, featuring musician Emberhoney as their opening act.

The video features graphic imagery of slaughterhouses, provided by the animal rights organizations PETA and Viva!, projected over Fitzgerald's face as she sings.

[20] On their Kickstarter page, the band described the album as "based on the concept of personal struggle, a burden, something that everyone carries with them like 'a bullet within'," but also that it "celebrates the highs and lows of the human condition", with themes touching on disillusionment, escapism, alcoholism, and suicide.

[22] Steven Gullotta of Brutal Resonance called it "dark, gorgeous, and mature," saying the album "presents some of the finest gothic music I've heard in a while.

"[24] Adam Kidd of Brigtonsfinest praised the production style, saying "sonically this album is light years ahead of their earlier releases, each song boasts layers of clever little audio details which reward the attentive listener.