In an interview with The Independent, Rowland admitted that with her first two records she struggled to find her sound. "I was in a stage with the first two records where I was searching and I was like, let me try a rock-dance approach, the label [and management] wanted me to try it and I did it... And then after that came a more urban approach with Ms. Kelly in 2007."[3] She further described the songs on her previous albums as sounding very much the same, which led her to the realisation that she "needed refreshing". She told Entertainment Focus that meeting French DJ David Guetta "changed her perspective and helped to inspire the new sound".[15] She then spent more time in Europe in 2009, something which she said had influenced her. "It's different being over here in Europe and just being able to look at different magazines and fashion shows and things like that. And just thinking about the look and working with different stylists as well. I wanted to make sure it was a look that was all me, you know?."[4] She noted that seeing people's reactions to dance music made her feel "completely intoxicated!."[3] In July 2010, Rowland said during an interview with Alex Catarinella of Paper magazine that "I spent about a year of my life in Europe really listening to a whole bunch of European DJs and hearing dance music a lot on the radio and really loving it. 'When Love Takes Over' was my first introduction to dance music [and] it was a whole other monster. It's really a culture and I love it."[4]

"I'm so excited for everyone to hear the rest of the album. For a long time, I thought about, 'Should it be dance or should it be urban or should it be this or should it be that?' And I was like, 'Why am I allowing people to make me think like that?" She added, "It's just about artistry, it's just about freedom," she continued. "It's just about music. It's about being alive and being happy and living life and being a woman, just feeling amazing..."[18]




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