The R&B/pop vocal group New Edition had split earlier in 1990, leaving Gill to fly solo in a new deal with Motown. He had the help of industry bigwigs like producers Jimmy Jam
and Terry Lewis (known for their groundbreaking work with Janet Jackson), Babyface and L.A. Reid. But Gill had his doubts about "My, My, My":
"When I first heard 'My, My, My,' I played it for Jimmy and Terry and I played it for my godfather and I said, 'I don't really know about this song.' It was a point where I was really close to the project and nothing was 'good enough,'" he told Billboard
. "When you're working with producers like Jam and Lewis and L.A. and Babyface, you're always looking for them to give you something that sounds like something they've done before. If you don't hear something that sounds like something they've done before, you think, 'Damn, I don't think they gave me their best stuff.' And what they've been so successful at doing is creating and giving everybody their own style and their own sound. And I didn't realize that was the process."