Not many details were released about the album. Suffa, in an interview with Tom & Alex of Triple j, briefly talked about the album, saying:
I wouldn't say it sticks out but it's a bit different to the rest of the record. The rest of the record is a bit darker. We're still finishing it... I've got no perspective on it... It could sound like anything. It could sound like a Wiggles and Metallica collaboration for all I know at this stage.
The album's first single "I Love It", which features fellow South AustralianSia, was released on 25 November 2011.
On 24 January 2012, the band leaked the song "Rattling the Keys to the Kingdom" from the album.
On 6 February 2012, the track listing was confirmed on the band's Tumblr page.
On 17 April, the group released the second single Speaking in Tongues, along with its music video, which features animated graffiti effects.
On 10 July, the video premier for the new single Shredding the Balloon was shown on V Music and Channel V. The single itself was released on 20 July 2012.
On 20 September, the 4th single Rattling the Keys to the Kingdom was released. The video features the group, and many other Australian Hip-Hop artists. The Hoods stated that they wanted to do something different, yet unifying at the same time. The film clip illustrates how far Hip-Hop has come in Australia in the last 10–20 years from something unheard of to being a whole new popular genre.
The album is features the three-part "The Thirst" as the opening, tenth and final tracks, all featuring the same instrumental. Part 1 features a sole verse from MC Pressure about the groups return following 2009's multi-platinum State of the Art. Part 2 features samples of interviews with Pressure explaining the origins of the album title, whilst Part 3 features a verse from Suffa and contains a sample of a voice stating that the group 'were recording enough music for two albums. That was pre-meditated'.