It is the group's twenty-eighth major studio album and was released in December 2010.

It grew into a bet and a full blown concept after careful consideration from the band.

Information on the album started to circulate in early autumn, and it was made available for pre-order on the Eastgate Shop website in November.

"Precious" was made available for listening on the band's MySpace page on 16 December 2010.

[3] Previews for the whole album were made available on their official download site on 18 December 2010.