After Cole had guested on the Black Eyed Pea band member's 2008 single "Heartbreaker
," the pair struck up a friendship and started writing together. Over the course of six months they produced four of the eleven tracks on the album. Cole said: "I was used to putting vocals onto a finished track. But with Will I was seeing music being made right from the ground up. He'd ask my opinion on the beats and the words and send me off to write hooks. To begin with I'd come back dying with embarrassment."