In a newly released promo, Jeffrey Dean Morgan’s villain Negan ominously narrates his plans for Rick and the crew in the upcoming Walking Dead Season 7. Combining recycled San Diego Comic-Con trailer footage from July and new clips, the promo makes it clear that Negan will be a primary focus in new episodes. “There are rules,” he says. “You should know this is the only way.”

When we last left Rick and our other heroes, they were surrounded by Negan’s Saviors and subject to his will. “Whatever you had going for you, that’s over,” Negan continues in the promo, his voice gravelly under the sounds of explosive gun fire and screeching truck tires.

Negan debuted to massive critical buzz in the divisive Season 6 finale. He brutally murdered an unidentified character with his barbed-wire-wrapped baseball bat, Lucille. Despite being the focus of most Walking Dead promos, Negan won’t be the only big personality with a biblical ego this season: Ezekiel, in charge of the refuge camp the Kingdom, will also debut with his pet tiger.

You can see the promo below, from a tweet on the official The Walking Dead account:

The Walking Dead returns October 23 to AMC.

Photos via AMC