In December 2019, Max hinted that the album would be released in the coming months. She confirmed that it was then in the process of being completed, but was subsequently postponed due to the COVID-19 pandemic. When MTV News asked the singer about the album shortly after the release of the single “Kings & Queens”, she stated that previously released singles, with the exception of" Sweet but Psycho", were not included in the tracklist. The songs “So Am I”, “Salt” were eventually included in the final track list, which Max added at the request of fans. She also decided to include the opening track “Heaven” in early 2020, mixing and selecting each track in the album based on her feelings. Max announced the release date and title of Heaven & Hell on July 29, 2020, which was followed by the release of “Who’s Laughing Now” the following day. A US tour in support of the album was originally planned for September-October 2020, but was cancelled due to the pandemic.
Max recorded more than a hundred songs for the album, and spent several months deciding what to include. “Heaven & Hell” was originally completed in early 2019, but was delayed to improve the tracklist by adding more songs and removing one.