 The album's booklet contains photographs of each member posing in front of a gray t-top car.The title and the cover of the album were unveiled on February 25, 2016, on the group's official Instagram account with the caption; "We know there has been a lot of talk, but we wanted you to hear this from us ... Our new album 7/27 is coming May 20th".In conversation with "Billboard", Epic Records' chairman and CEO L.A. Reid said "7/27" reflected the music that was predominating and growing into the mainstream in 2015 and early 2016, describing the album as a "modern" pop project.