Williams spoke about what he expects from the album: "I want people to feel elated, I want them to dance, I want them to forget about who they are and where they are for 50 minutes and, within those 50 minutes of forgetting who they are, I also hope people relate to the songs. This is a record that I m very proud of I think it s fu*king brilliant. I want it to be the record that, if people think of Robbie Williams, they go, Yeah, Reality Killed The Video Star." He also talked about his collaboration with producer Trevor Horn: "He s added something to the record that I haven t had on previous records his genius". In the wake of Michael Jackson"s death on 25 June 2009, Williams is reported to have written and recorded a last minute tribute song to Jackson that will be released on the album. The song was co-written by James Bond lyricist Don Black.