"The themed projects were important parts of the deal," says Lava founder and president Jason Flom, who is also chairman/CEO of Atlantic Records. "We didn't just want to go into this with, 'Let's just try to get a lot of airplay and promote it the traditional way.' Vanessa has another life; she can't be on the road 350 days a year promoting a record in the way that you have to promote your normal pop or hot AC record."