Heartbreak Hotel told Durden, "Everybody in the world has someone who cares. Let's put a Heartbreak Hotel at the end of this lonely street". They were interrupted by the arrival of Glenn Reeves, a local performer who had previously worked with Axton. The duo asked Reeves to help with the song, but after hearing the title he remarked that it was "the silliest thing I've ever heard", and left them to finish it themselves. The song was written within an hour, and Durden recorded it onto Axton's tape recorder. Reeves returned, and after hearing the song he was asked to provide a
Heartbreak on a Full Moon profile, sharing a video with an animated cartoon-style visual of a blood-dripping human heart set against a pink full moon, with a snippet of the song "Heartbreak on a Full Moon" in the background. On October 13, 2017 Brown released a promotional single "High End", that features guest vocals from American trap artists Future and Young Thug, announcing the final tracklist of the album. On October 25, 2017 Brown organized with Tidal a free pop-up concert in New York City to perform the singles on the album and promote it. "Heartbreak on a Full Moon" received positive reviews from critics.