It was first premiered live at the band's Knotfest appearance on October 25, 2014. The single was released to online retailers as the fourth instant preorder download track on November 4, 2014. A pink limited edition 7" vinyl single was released for Record Store Day in 2015 on April 18, 2015. The single features the album version of the song and a remix.

The song is about the negative feedback the band has encountered online, especially towards lead vocalist Maria Brink. Brink's approach on building the song was to go online and search for awful comments and rumors that target her and turn them into lyrics.

It was revealed in March 2015 that the music video would be directed by Brink herself and shot in March after their European tour run.

All lyrics written by Maria Brink; all music composed by Chris Howorth, Brink, and Kevin Churko.

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