The song, co-written by Pontus Hjelm and Emeli Sandé served as the lead single for the rapper's debut album, Bud, Sweat and Beers (2010).

The track was first released as a digital download on 8 August 2010 having been added to BBC Radio 1's B Playlist the previous month.

Fraser McAlpine of BBC Chart Blog gave the song a positive review stating: Honestly, some people can be so NEEDY.

I mean sure, if you're going to be a pop star, it helps to have the kind of self-regard which occasionally finds you checking out your reflection in the taps on the sink.

But to actually BEG your audience to remember who you are – even to go to the lengths of spelling out your name* – and then brag that anyone who does actually bother to do this is clearly being brainwashed by your astonishing talent... Well that doesn't just take the cake.