In January 2020, Romanian Television (TVR) announced that they would collaborate with the label for the Eurovision Song Contest 2020, yielding in Roxen being selected to represent Romania in the contest. However, the event was eventually cancelled due to the pandemic of the coronavirus disease 2019 (COVID-19). Roxen was nonetheless internally selected for the 2021 contest. In August 2020, Global Records partnered with Warner Music in a bid to promote their artists internationally; the first joint campaign was for Roxen and their then-latest single "How to Break a Heart".