Hints about a new album began on social media in March. On YSL’s main Twitter account, the label got things going with a simple tweet, "ALBUM SOON," backed by a clip of Thug rapping along to an unreleased track featuring Roddy Rich.
Shortly after, Thugger took to his own Instagram and previewed a collaboration with 21 Savage and Doeboy, alongside a caption that read: “Album MOOD: #GØŁDMØÜFDÖG.
The tentative album name didn’t last very long, though. In an interview with No Jumper earlier this month, Thug mentioned potentially changing the album name to So Much Fun, feeling like it captured his intent better than the former. Four days later, he posted this tweet, officially changing the title.