In June 2023, Malone was interviewed by the Howard Stern Show, in which he was asked by host Howard Stern about potentially making a country album in the future: "To be honest, there's nothing stopping me from taking a camera or setting up in my studio in Utah and just recording a country album [to put] on YouTube. I'm allowed to do that. I'm a human being". He further explained:
I split my time between a lot of different things because I am happily obligated to do concerts and show love to my fans … and then I'm happily obligated to write music and make beats by myself, and I'm happily obligated to, you know, take care of my family. So, it's a lot of time, and it's about finding that space to allot that time. If I get another year to myself, maybe I'll make a fucking country album.[1]
Post Malone would be featured in a Hixtape duet with Joe Diffie on his song “Pickup Man” and would be seen performing at the Country Music Awards in November 2023. In 2024 he would be featured on Beyonces country music album Cowboy Carter in the song Levi Jeans.
On May 10, 2024, Malone released the lead single of the album, "I Had Some Help" which features American country music singer Morgan Wallen. Commercially, the song debuted atop the Billboard Hot 100 with the highest weekly sales and streams since 2020, giving Malone his sixth number-one song and Wallen his second. It earned 167 first-week adds at country radio, making it only the second song in history to clear the panel in its first week after Garth Brooks in 1997 with "Longneck Bottle".[2] It also broke Spotify's single-day country streaming record with nearly 14 million streams, debuted at No. 1 on the streaming platform's Global Daily chart and became its top male collaboration debut of all time, in addition to topping Apple Music's Global chart and Pandora's Top Thumb Hundred chart, upon release.[2] It debuted at number 18 on the BillboardCountry Airplay chart.[3] On May 16, 2024, Malone performed the songs "Never Love You Again" and "I Had Some Help" at 59th Academy of Country Music Awards in Frisco, Texas. On June 18, 2024, Malone announced the title of the album and its release date.[4] On June 21, 2024, Malone released the second single of the album, "Pour Me a Drink", which features American country music singer Blake Shelton, where he also shared the cover art of the album.