"Recorded over eighteen months, it was the longest Jackson spent on a project. Jackson sought to find producers who identified with her emotions, intending "hard-hitting dance music". Producers declared it "a really sexy record" which was bold, fun, and positive. Multiple personae portrayed include the obstinate "Damita Jo" and lascivious "Strawberry".

 

Jackson stated they were "another way to express and expose a deeper part of me", comparing her writing process to that of a novelist; inventing characters with independent personalities. Jackson claimed the aforementioned characters "absolutely" live inside of her, stating it "feels wonderful" to release them."