In February 2017, the CEO of Columbia Records, Rob Stringer, revealed that the album was close to being finished and called it "authentic". A month later, it was reported that the album sounded like David Bowie and Queen, and was later revealed to have been executively produced by Grammy award-winning producer Jeff Bhasker (Kanye West, Fun, Mark Ronson). The same report also hinted that the lead single would be released in late April or early May and sounded "like it would be a smash in any decade". The same month, US radio host Elvis Duran accidentally revealed during his show that Styles' debut single would be released on 7 April 2017. On 25 March, Styles teased the new single with a television ad during The Voice UK. On 31 March, the singer revealed through social media that his single is titled "Sign of the Times". On 7 April, the song premiered during Nick Grimshaw's breakfast show on BBC Radio 1.