This is the second single from Alternative Rock band Dead Weather's sophomore album, Sea of Cowards. The record came together surprisingly quick with the songs mostly conceived during the quartet 2009 tour dates. "We started writing it at sound checks. It just started happening by itself again," vocalist Alison Mosshart told Spinner UK. "We never talk about these things; they just seem to happen. Then we'd have a couple of days off here and there in Nashville and just go into the studio because it's the most exciting thing to do [there]. We'd record and suddenly we had another record again."
This song talks about the negation of self that often happens when caught up in an all-consuming affair. Mosshart is the band's lyric writer, which she tends to make up on the spot. She told Artist Direct how she penned the words for the songs on, Sea of Cowards: "The boys are playing music. We're in a room together, and everything's moving at such a fast speed. They're coming up with parts, and a song develops. I'm standing there in front of a mic and I've got to catch up or keep up. The words just come from that. I'm inspired by the music. The music's heavier so maybe the words are too. I've written everything by looking around the room at the three of them—kind of being blown away and trying to do their music justice."
Jack White explained the album title to Spinner: "The title came about because the lyrics on the album had a lot to do with cowardice. It was an idea that kept on popping up when I was listening to the mixdown. I was explaining to Alison [Mosshart] that since a lot of the themes of the songs are about cowardice, maybe we should have the word 'coward' in the title of the album."
The single release of this song was made available as a 'triple decker record', a new format designed by Jack White with the United Record Pressing Nashville company. The TDR is a 12" record with a 7" record in the middle (containing a previously unreleased Dead Weather track). White explained in a clip: "It might require a Swiss Army Knife or screw driver [to open]. It's one of the many mind games we like to play with you at Third Man records." If you possess a copy of the special format you've done well as only 300 were made available.