Dizzee commented on the album: "It's the best-produced album I've done so far. If my last record was dipping my foot into the swimming pool of happiness, this one is fully going for a swim - backstroke, butterfly, in every way... not just doggy paddle". The majority of the album was produced in Los Angeles between 2011-2013 and follows the same experimental genre of Rascal's previous studio album, Tongue n' Cheek (2009).
"Bassline Junkie", which was also included on Rascal's mixtape DirteeTV.com - The Mixtape, Vol. 2, was released on 1 January 2013 as a promotional single from the album. It was released to support to mixtape after it impacted the top 100 on the UK Singles Chart. The song peaked at number 10 with the help of radio airplay, and thus was selected for inclusion as a bonus track on the album following its chart success.
"H-Town", featuring Bun B and Trae tha Truth, was released as the second promotional single from the album on 1 May 2013. It achieved little airplay on radio, and failed to impact the UK Singles Chart, and was quickly succeeded by the release of the first official single from the album.
"Goin' Crazy", featuring Robbie Williams, was as the official lead single from the album on 16 June 2013. The music video premiered on 14 May 2013, and features Dizzee and Robbie leading a gang, whilst driving hyped-up mobility scooters. The single was released physically in Germany accompanied by the instrumental version. The single peaked at #5 on the UK Singles Chart, becoming the most successful from the album yet.
"I Don't Need a Reason" was released as the third promotional single from the album on 11 July 2013. Initially planned as the second official single, a music video was filmed and released on to YouTube on 18 August 2013, which decpits Dizzee as an Edwardian gent, and uses camera effects to distort eye movements, although again due to very little airplay and no promotion, the single failed to impact the UK Singles Chart and was demoted to a promotional single, and a second official single quickly succeeded it.
"Something Really Bad", featuring Will.i.am and produced by Jonas Jeberg, will be released as the second official single from the album on 29 September 2013. The music video premiered on 2 September 2013, and features Will.i.am on a video screen performing his verses, while Dizzee is in-studio dancing with a number of female dancers surrounding him.