This was released as the lead single from Lost Forever // Lost Together, the sixth album released by Architects. Drummer Dan Searle told HMV.com: "The drums are a total nightmare. I was hoping it was going to be an album track we'd never play live and it'd be track nine or 10. But then Sam put his vocals on it, did an amazing job, now it's lead single and we're going to be playing it for the next five years. Brilliant."
Guitarist Tom Seale commented: "Bit of a barnstormer this one, we were really excited when we wrote the chorus, because it sounded a bit Nu Metal. It was an important one to get right because it kind of defines the way the album sounds a bit, we wanted to build it around that sound."
Vocalist Sam Carter told Kerrang! the song is a statement to the band's critics. "When we had all gone vegan and delved into the world of politics, we had a lot of backlash," he explained. "We had people tweeting us saying they were never going to support us again and this song was our response. It was us saying, 'F--k you, we're not singing about these things to make friends, this means something to us."
Carter recalled the filming of the song's music clip: "We shot the video in an old aircraft hanger near London, and it was f--king freezing. We shot all day, and then the last few takes we did it with this pink talcum powder on us. They would literally chuck it at us while we were performing, and you're thinking, 'P--s off! It's in my face! It was going in my mouth and up my nose!"