Both this song and the band's name refer to "The Black Country," a nickname for the English West Midlands conurbation, covering the Birmingham/ Wolverhampton area, where both Hughes and Bonham were raised. Hughes told Nightwatcher's House of Rock
why this contains some of his favorite lyrics from the album: "Because I'm throwing down that, 'I am the messenger, this is my prophecy...I'm going back to the Black Country.' When I sing this, it means I'm going back to the core of my being, where I was born, in the Black Country.
The Black Country, for all intents and purposes, means the birthplace of hard rock. Purple, Zeppelin, Judas Priest, all these bands were born there. So I'm really.. "I speak to the millions, from city to shire...We come from the heartland...We walk through the fire...We rise to the measure...A line in the sand...It's cold on the mountain...And this is our land..." I'm getting chill bumps, because I'm really standing up and planting the flag of a rock n' roll band. I've never wrote a lyric so forged in granite before. That is rock."