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Album: Growing Up In PublicReleased: 2013
The lead single from Professor Green's third studio album Growing Up In Public was premiered on Zane Lowe's BBC Radio 1 show on May 28, 2013 and was released on July 22, 2013 via Virgin/EMI Records.
The track features Miles Kane of The Last Shadow Puppets and was produced by nu-folk singer-songwriter Kid Harpoon, who has also worked with Jessie Ware. Professor Green said of the track: "Miles, Kid Harpoon and me are all good mates, the song was just a byproduct of our camaraderie."
Speaking about the song with The Sun, Professor Green said: "It started with Miles. He wrote the song then didn't use it on his albums. We changed it a lot, with heavier guitars."
"It's about consumerism," he added, "not in a preachy way, I can't stand that s--t. It's about greed and gluttony I'm a victim of it. If a new iPhone comes out I'm straight there, even though I don't use any apps, apart from Twitter, which I use far too much."
The song's themes of consumerism, greed and gluttony reveal a more political side to the rapper. Green explained to MTV News UK that he wanted to do something that would contrast from his chart-topping single "Read All About It
. "I was aware this song was going to polarise opinions," he stated, "and it has done so I guess I've kinda achieved what I set out to do."