Central Cee first previewed this collab on his Instagram story on March 18, 2023, through an iMessage screenshot with him and Dave. The caption reading:

Oh no @santandave

This serves as the second time the two have been on a song together, the first being a remix to AJ Tracey’s “Spirit Bomb” in 2016. Dave also produced “End of the Beginning”, the outro on Cench’s sophomore mixtape 23. The two are known to be good friends and have endorsed each other on countless occasions, namely Cench citing Dave as one of his inspirations on “Ungrateful”.

On May 27, 2023, the two rappers were seen shooting a music video in Monaco and attending the 2023 F1 Monaco Grand Prix together. On May 31, Dave announced the release date of June 1 on his Instagram.