It’s apparently “what music will look like in the future.” This is what the press release says:
Whitestone is the first platform for interactive music experiences. A place to create, collect, and truly experience music online. Setup by a group of artists, designers and programmers with a vision to bring album art to the internet, they are using the medium to create special interactive editions of albums and videos. It’s awesome!
Okay, but that does that mean, exactly? Try the explanatory video.