In 2017, Ciara founded her own independent label, Beauty Marks Entertainment, following what she described as one of the "most disappointing" meetings with her former label's new CEO. In June 2022, it was reported she signed a joint-venture contract between
Republic and
Uptown Records, in collaboration with her label. Under the agreement, the singles "
Jump", featuring Coast Contra, and "
Better Thangs", featuring
Summer Walker, were released in July and September 2022, respectively; however, with the release of "
Da Girls" in March 2023, copyright was credited solely through Beauty Marks. In August 2023, the extended play
CiCi was released and featured the new single "
How We Roll" with
Chris Brown. In 2024, Ciara, along with
Busta Rhymes, joined long-time collaborator
Missy Elliott's Out of This World Tour. That same year, "Run It Up" and "Wassup" were released in August and September, respectively. In April 2025, it was announced an extension of the 2023 extended play would release on July 11 of the same year, featuring all previously included songs, the 2024 releases, and five brand-new songs, including "
Ecstasy". In the May 2025 issue of ''
L'Officiel USA, Ciara discussed her career, her family, and all about the CiCi'' album; she revealed that she had collaborated once again with
Jazze Pha, and there would be collaborations with rappers
Tyga and
Latto. She stated, "With this project, I want to say thank you to my fans. I've been doing things independently, running my own label, and it has not been the easiest journey by far [...] There are some amazing moments [on the album]—I've always wanted to work with Tyga; the way he rides the beat is so special. Jazze Pha produced a song for me, and we hadn't done a song together since
my second album [...] to have Latto join us, it's super
A-Town love. There's a bit of a nostalgic undertone that does happen throughout, and also meeting where I am now". In a video interview with the magazine, she expanded saying that the "song of the summer" for her would either be single "Ecstasy" or the Tyga-assisted "Dance with Me". In a post on
Instagram announcing the album and unveiling its album artwork, Ciara stated, "This album right here is my love letter. A celebration of the journey—and more importantly, a thank you to you, my Day 1s and Day 21s." In conclusion, she teased the era was "just getting started" and revealed the album took five years "to build". In June 2025, she announced the album's release had been rescheduled to August 22. Speaking to the
Associated Press, she revealed the album took nearly five years to complete, revealing: "I put a lot of blood, sweat, and tears, as they would say, into this project [...] I literally gave birth to two babies while I was making this project, too. So, a lot has happened." ==Artwork, title and composition==