The album was recorded from 2014 through to 2017 going through many stages. In 2014, Loreen stated about the album "It's completely different. There are a lot of hip-hop influences. I create based on how I feel. Right now I'm in a period where there is an aggressive touch to the music." At this time, she performed two songs "Jupiter Drive" and "Dumpster" expected to be singles from the album. During Loreen's visit in Montenegro in July 2014, she announced that her new album will be probably released in October 2014 however, Loreen stopped performing these songs and the album was seemingly delayed. In 2015, she released the single "Paper Light ", and performed it at numerous events including as the interval act during the Second Chance round of Melodifestivalen 2015. Following this, another single was released "I'm In It With You" in August of the same year however, news of an album was sparse. Both songs received critical acclaim. In December 2015, Loreen announced her next single "Under ytan", a cover of the original song by Uno Svenningsson. This was her first official Swedish-language release and was available in the Nordics on 18 December and worldwide the week later. "Under ytan" received critical acclaim. On 30 November 2016, it was revealed that Loreen would compete in Melodifestivalen 2017 with the song "Statements" for a chance to represent Sweden again at the Eurovision Song Contest 2017. During interviews for the event she stated that two EPs were being released, one in the Spring and one in Autumn. In August 2017 it was announced that Loreen had parted from Warner Music and had signed with BMG Scandinavia. Following this new signing, music news rapidly accelerated with news of an EP, two singles and the full-length studio album in November of the same year.
Composition
The album moves away from the dancesound ofHeal to a darker, mid-tempo vibe whilst keeping Loreen's notable vocals and electronic sound. Scandipop describes "Hate The Way I Love You" as "A song that starts off as a stark and atmospheric ballad, before morphing into a Björk-esque dose of pulsating euphoria".
Promotion
Loreen was interviewed on the Swedish breakfast showNyhetsmorgon on 26 November 2017, where she also performed "Hate The Way I Love You" and "Ride". The following day, she held a private concert at Stockholm's Vasateatern where she performed all the tracks from the album.
