"[Eminem's manager] Paul Rosenberg played him the 'Cloud 9' mixtape and it kind of gave him an idea of what my music [sounds like]," explained B.o.B. when asked how the collaboration came about. "Eventually he started playing Em more of my stuff and was keeping him updated on my progress and eventually he wanted to get in the studio with me, so that was a gift."
The track also features Hayley Williams from emo rock band Paramore, but Eminem is clearly the big attraction. Slim Shady rarely jumps on someone else's a track unless it's a big name. Sure, that has changed a bit in the past year with his verses on the all-star 'Forever' and Lil Wayne's 'Drop The World,' but it's still the exception, not the rule. B.o.B. found it encouraging that even Em has to work hard in the studio to get everything right.
"It's really reassuring to know that every artist has a way of working but it's all... the essence of it all is to get in that vibe and to get in that zone, and everybody has a different way to get in that zone," he continued. "It's good to see a different way, because you know, 'OK, I can do this or I can do that.' It kind of showed me where I was thinking inside of a box and where I can open up even more."