Lyrically, "Surf's Up" addresses environmental, social, and health concerns more than the group's previous releases. This was at the behest of newly recruited co-manager Jack Rieley, who strove to revamp the group's image and restore their public reputation following the dismal reception to their recent albums and tours. His initiatives included a promotional campaign with the tagline "it's now safe to listen to the Beach Boys" and the appointment of Carl Wilson as the band's official leader. The record also included Carl's first major song contributions: "Long Promised Road" and "Feel Flows".