He's very much into biblical stories, and he found the whole story of the fallen angels who were the ultimate outcasts. They weren't sent to hell, but they weren't allowed in heaven. They had nowhere to go. They weren't human, either, so they had this lonely existence. They wound up banding together and creating their own gang of sorts. We really liked that and wound up writing a song very much based on how we could equate that to our lives.
A music video for the song was released on YouTube on May 23, 2011, directed by Nathan Cox. The video was subsequently released on iTunes. The video depicts the five members of Black Veil Brides falling from outer space and crashing to the earth riding on comets. When they land, they emerge and begin performing the song as a crowd gathers around them in support.