Following the completion of the album, the band put the record out to the highest bidder and subsequently signed a deal with Discovery Recordings for its release. The band's style on the album is rooted in their traditional glam rock, punk rock and hard rock sound. Matt Browne stated that "Drag" was a "kind of a modern day version of what The Kinks did with "Lola"" and had "a very glammy, T. Rex-style element to it". Browne described "9" Of Pure Malice" as "upbeat rock". The singer also stated that the band had intentionally "stripped back" their sound and that the album was "not just where we were with "Vibrate You", but where we are now". The album title "Who Do You Love?" is taken from the lyrics of the opening track, "Drag". Themes present on the album include sex, drugs, rock 'n' roll, depression and bulimia. "Born To Lose" had its title changed from "Bulimia" because Browne felt the song "was about more than just bulimia, but all types of self control, self obsession and addiction. It also gathered inspiration from Plath's "The Bell Jar" and that continual female struggle in patriarchal hell". The band look back on the album with mixed opinions. Bassist Robbie Grimmit was positive, saying "the end quality wasn't as good as it could have been, but I think the songs are certainly there". Martyn Nelson felt the album was depressing, while Matt Browne believed that there were some good songs, but said the album "is not recorded well, is not thought out well and sounds like a band that are on their way down". BBC radio DJ Steve Lamacq commented that the sound of "Who Do You Love?" was not far away from The Darkness, a glam rock band who were successful in 2003 and 2004. Despite playing the bulk of the material from "Who Do You Love?" live throughout 2001, 2002 and 2003, King Adora's tour to support the album did not begin in earnest until November 2003, when they embarked on a UK tour to support the "Drag" single. Setlists in the early part of the tour were divided between new songs from "Who Do You Love?" and the singles released from "Vibrate You". "Sweet Abandon" was debuted at a pre-release gig for the album in London on 23 March 2004 and would be played at most dates through to the end of the tour.