Myself is the eleventh studio album by Taiwanese singer Jolin Tsai. It was released on 13 August 2010, by Warner and Mars. The album is based on the concept of party, dance music makes up 80 percent of the album, and it was produced by Andrew Chen, Adia, and Paula Ma. It was 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. It sold more than 65,000 copies in Taiwan, becoming the year's highest-selling album by a female artist and the year's fourth best-selling album overall in the country. The music video of "Honey Trap" received a Golden Melody Award nomination for Best Music Video. In order to further promote the album, Tsai embarked on her third concert tour Myself World Tour on 24 December 2010 at Taipei Arena in Taipei, Taiwan and concluded on 13 April 2013 at Kaohsiung Arena in Kaohsiung, Taiwan. Background and development On 27 March 2009, Tsai released her tenth studio album, Butterfly. It sold more than 1 million copies in Asia. In Taiwan, it sold more than 190,000 in Taiwan, becoming the year's highest-selling album. 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 16 March 2010, it was reported that her new album would be released in July 2010, 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 14 June 2010, Tsai released "Take Immediate Action" through China Mobile's Migu Music. On 12 July 2010, Tsai attended a press conference for China's Got Talent and played the promotional song of the show, which was later included on the album as "Black-Haired Beautiful Girl". Writing and recording "Honey Trap" is a house music with bass beat, synth timbre, and provocative lyrics, and Tsai rapped to present her sexy and deep voice. The interlude "Missed Call" opens with a melody of "Honey Trap" and is followed by an intercept message after the disconnection of the destination phone. It is a situational scene of presenting confident love attitude delivered by "Honey Trap" turning to the plight of love.