[4] The single has been described by the band as being from their "upcoming release", with Lacey previously commenting in 2015 that he was unsure what format the new material would be delivered in.

[5] Pitchfork Media awarded it Best New Track, praising Lacey for writing his most instantaneous hook in over a decade, whilst proclaiming that when the band announce their fifth album it would "break the internet".

[7] Before releasing new material the band also looked to develop the infrastructure around them, building their own Black Site Studio, as well as expanding their record label, Procrastinate Music Traitors.

[7][8] After releasing an older track "Mene" in 2015, the band discussed that whilst "Mene" did not entirely represent their new material, they had been writing more melodic and catchy music, with Lacey keen to avoid repeating the more exhausting and complicated songwriting formulas found on their previous album, Daisy.

[5] On 17 May 2016, a number of music news outlets reported that Brand New would be releasing a new track on 20 May 2016, with a 30-second sample made available through Amazon.com.