It's kind of like a persona thing I design my records and the sound a certain way for two different projects. I'm very creative, I'm knee deep in that joint. I don’t like the percussion so let’s change the snare.’ I might be doing it myself on some of the songs on there so it's a little bit different." In March 2013, when speaking of his third studio album Wale said, "I'm dropping my third solo album first, then a couple months after I'll probably drop the Nothing project. Self Made I could just hit a beat, but now I’m like ‘Alright, I don’t like the strings. He also explained that he would be taking his time on the album, saying: "It’s not coming as quick as like a lot of other projects. This new project I’m working on is definitely allowing me to do that." I haven’t had an opportunity to stand on my own sonically as an artist as much as I would like. Kinda like when I was in my best pocket…Just for being swarmed in my own stuff and doing Self Made and all those things. I proved a lot to my peers and to myself and to my fans so I just wanna take it back to something a little more exciting. In November 2012, during an interview with MTV, Wale explained he would be taking a new approach with his third studio album, saying: On November 25, 2011, shortly after the release of Ambition, Wale announced on Twitter that he had already begun working on his third album.
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