During the Cult's concert at the Hammersmith Apollo in London on 21 January 2011 Ian Astbury declared that the Cult would be recording a new album directly after the tour. They also announced that they would be working with Chris Goss, who performed with Masters of Reality as a supporting act the same evening. On 11 May 2011, it was announced that the Cult were signed to Cooking Vinyl Records, who will release the new album in early 2012. Commented guitarist Billy Duffy: "We are very much looking forward to returning to our U.K. roots in many ways working with Cooking Vinyl." Vocalist Ian Astbury added, "We look forward to a long and fruitful relationship with Cooking Vinyl." By May 2011, the band had been writing and recording new demos at its Witch Mountain studio hideaway in the Hollywood Hills, and began recording their new album at Hollywood Recording Studios. In October 2011, bassist Chris Wyse stated the album was almost finished and expected to be released in April 2012. Chris also described it as a "Zep/Stooges mix of energy."