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In July 2010, Tsai invited Ahn Hyung Suk, who has collaborated with TVXQ, and Benny Ninja, who starred as a judge on America's Next Top Model, to choreograph for the album. In March 2010, media reported that Tsai's eleventh studio album would be released in July of the year, and Sam Chen, the president of Warner Music Greater China, said: "The album will have many international collaborations, with a budget of more than NT$50 million." On 27 April 2010, Tsai released a promotional song titled "Heartbeat of Taiwan" for the Taiwan Pavilion at Expo 2010. On 15 October 2009, Tsai founded her own entertainment company Eternal with her manager Ke Fu-hung to manage Tsai's day-to-day business affairs and coordinate the production and enforcement of copyright for Tsai's own sound recordings and concerts. On 9 October 2009, Tsai released her fifth live album Love & Live, and it documented both her Butterfly Concert and Slow Life Concert. On, Tsai held Slow Life Concert at Riverside Live House in Taipei, Taiwan. On, Tsai held Butterfly Concert at Taichung Citizen Square in Taichung, Taiwan. On 28 March 2009, Tsai embarked Butterfly Campus Tour at Chung Hua University in Hsinchu, Taiwan, and it concluded on at Southern Taiwan University of Science and Technology in Tainan, Taiwan. The album has sold more than 190,000 in Taiwan, and it became the best-selling album of the year in the region. With more than 120,000 copies have been pre-orderred, Butterfly became the album with the highest pre-order volume in Taiwan's history. On 27 March 2009, Tsai released her tenth studio album Butterfly. In order to promote the album further, Tsai embarked her third concert tour Myself World Tour on 24 December 2010 at Taipei Arena in Taipei, Taiwan and continued throughout Asia, Europe, and Oceania before concluding on 13 April 2013 at Kaohsiung Arena in Kaohsiung, Taiwan. The music video of the track "Honey Trap" received a Golden Melody Award nomination for Best Music Video. The album achieved commercial success, it has sold more than 65,000 copies in Taiwan, and it became the fourth best-selling album and the best-selling album by a female artist of the year in the region. The album received mixed response from music critics, it was praised as a new benchmark for Chinese dance-pop albums, but it was also criticized as having an imbalance between commerciality and musicality. The album is based on the concept of party, and it was Tsai's most participated album to date.

Andrew Chen, Adia, and Paula Ma handled its production with a variety of collaborators including Danielle Senior, Scott Wild, Gabriel Ssezibwa, Rene Prang, Lars Quang, Nik Quang, Jonas Saeed, and Pia Sjöberg. It was released on 13 August 2010, by Warner Music Taiwan. Myself is the eleventh studio album by Taiwanese singer Jolin Tsai.