In early 2020, frontman
Matty Mullins stated he had started work on new Memphis May Fire music as well as his solo material, and that it would mark a return to their heavier roots. On June 3, 2021, the band released a new single titled "Blood & Water" which confirmed a return to their earlier, heavier sound. Over the course of late 2021 and early 2022, the band released more singles; "Death Inside", "Bleed Me Dry", "Somebody", "Left for Dead", and "The American Dream". On February 18, 2022, the band released another single entitled "Make Believe" whilst also announcing the album itself along with the track list, cover art, and release date. On April 1, 2022, the band released another single entitled "Only Human" featuring AJ Channer from
Fire from the Gods. The album's final pre-release single "Your Turn" was released on May 6, 2022. Vocalist Matty Mullins commented on the song: ==Critical reception==