In April 2011, Madina Lake confirmed that they had left Roadrunner records and signed with Sony. The band's third studio album, World War III, was their first on their new label. It was the third and final installment of their concept trilogy, which concludes the Leone brothers' tales of a metaphorical universe and was released on September 13, 2011.
This is the first single from World War III. Frontman Nathan Leone told Rock Sound magazine: "This was one of the first songs we'd written for World War III and sort of a pinnacle sentiment with regards to the Madina story line. There's a rash of materialism and superficiality these days undermining integrity. Ironically we wrote this right after getting let go from our old record label, we then realized nothing would stop us from doing what we love to do."