Rubin even cured Rock of his addiction to yelling his own name on his records. "Not just that," Rubin elaborates. "I was trying to get him to stop singing about himself. He comes from a hip-hop background, where bragging is really common. I felt like he could sing about his vulnerability rather than his omnipotence. And he's singing his ass off on this album. I think this album will surprise people. I think this is the album people want him to make."