Speaking about the singer's decision to enlist the help of EMI's Label Services Europe for distribution and promotion surrounding the release, Ignition Management partner Alex McKinlay said that Gallagher, who has released records through his own labels for the past 11 years, first with Big Brother and then with Sour Mash, had outgrown the traditional record label model - adding that the company was also a powerful solution for artists who no longer fitted within the traditional 'hit-driven' label system.