The album was announced on 10 March 2020, and was originally scheduled for release on 10 June 2020[6] but was delayed until 31 July 2020 due to the COVID-19 pandemic.

[5] Speaking to Eat This Music, E^ST explains I'm Doing It "is an album about feeling like you don't have your act together and trying to navigate heartbreak and mental health struggles while trying to better yourself as a person.

[8] Dylan Marshall of The AU Review said "First and foremost, I'm Doing It portrays E^ST as an artist who’s freshly out of a relationship and looking at not only getting through it, but becoming a better person because of it".

"[9] In a positive review, James d'Apice of The Music AU said "If an artist is pretty good by their late teens - as E^ST was - there's an expectation that by their early 20s they should be near their peak.

"[11] Jackson Langford of Music Feeds exclaimed "Naming your debut album I'm Doing It is a bold and soul-bearing move.