Introduction: In a pre-release PR piece from label earMUSIC, the song was described as follows, "The New Kings looks at the ravening beast that modern capitalism seems to have evolved into."
In an interview for Prog magazine, h said, "This is really a song about how the old systems of democracy have become overwhelmed and compromised by money and corporations. Along with the fact that the division between rich and poor is widening all the time. [...] There’s also a healthy sprinkling of tax evasion and a kind of overall loss of faith in what this country represents to me."