Songfacts®:

• Here, Lainey Wilson joins Cole Swindell to sing of a challenging relationship that neither person can quench.
  
  I never say never with you, I end up together with you
  It's Hell and it's Heaven with you, baby
  
  Swindell and Wilson's couple keep getting burned but can't let each other go. "'Never Say Never' tells a story about a relationship that I'm pretty sure a lot of us have been in," said Lainey. "The kind of relationship where you know it's not good for ya, but you can't help (but) just go back."
• Swindell wrote the fiery song with Chase McGill and Jesse Alexander back in the late 2010s, knowing it had to be a duet. After a long, patient wait, the singer found the ideal partner when Wilson dropped her Sayin' What I'm Thinkin' album. "We wanted it to be the right person," Swindell told Apple Music. "When Lainey's name came up, I was like, 'That's perfect,' because I legit am a fan. I love how country she is, how real she is."
• Swindell had a specific person in mind when he wrote and recorded "Never Say Never." "I can't sing [a song] if I haven't lived it or wanted to or wish I wouldn't have. That's kinda how it goes," he told Taste Of Country Nights. "Me and Lainey both talked about, you know, no matter where you're at, what age, it seems like everybody's been through that at some point in life."
• Michael Monaco directed the video, filming it at Brushy Mountain State Penitentiary outside Knoxville, Tennessee. Based on a true story, the clip recounts the forbidden love between a Brushy Mountain State Penitentiary prison guard and an inmate.