On September 18, 2020, Keem released hooligan / sons & critics, a two-song package of promotional singles for the album. On October 19, he released a hoodie, called “the idea hoodie,” with track titles from the album, such as “16,” “booman,” and “south africa” printed on it.
On March 5, 2021, Keem released the album’s third promotional single, “no sense.” On April 30, Keem released the proper lead single, “durag activity” with Travis Scott. The second single, “family ties” with Kendrick Lamar, was released on August 27.
Following the latter single’s release, Keem began indicating that the album’s release was imminent. On August 31, Keem announced that he had turned the album in and, on September 2, he stated that it would be arriving that month.