Blur's previous studio album, "Blur" (1997), had seen the band move away from the Britpop movement and take on a more alternative rock-influenced direction, primarily under the suggestion of guitarist Graham Coxon. The press and the industry had feared that the change in style would not be taken well with the public, and therefore the album would be commercially unsuccessful as a result. Despite these concerns, "Blur" was an unexpected success, particularly in America, where the album was certified Gold. However, the band still wanted to innovate, so they decided to embrace a different sound. Bassist Alex James stated, "I think you just have to keep changing. That sort of thinking was, sort of, key."