On January 13, 2007, Mahaffey announced on his MySpace blog that a new Self album, tentatively titled "Super Fake Nice", was in the works. In late 2008, several new tracks appeared on his MySpace. On May 19, 2010, Self-released the single "Could You Love Me Now?" for digital download. In July 2011, work on a new studio album was said to be progressing, and Mahaffey stated that he was considering Kickstarter as a means of funding the project. On 30 November 2011, Self made available the track "Looks and Money" for digital download. Matt Mahaffey officially announced the production of the new Self album on 15 December 2011.