The song was used in Ubisoft's Launch trailer for the 2013 video game Splinter Cell: Blacklist.

On November 5, 2012, J. Cole announced that his second studio album would be titled Born Sinner and would release on January 28, 2013, along with a teaser video for it.

[3] Cole said he pushed away pop-accessibility in order to put out a single that provides social commentary.

[4] The song has been described by multiple outlets and Cole himself as not an ordinary first single and in no way directed towards radio.

[8] When speaking about the single with Billboard Cole said, "I’m gonna try to use it to shift culture just a little bit.