Marlon Craft is a force to be reckoned with on the microphone. The Hell’s Kitchen native has attracted buzz on social media for his lyrical prowess, such as name-dropping every NBA team in one verse, but he’s also got some compelling content, as heard on his song “Brainiacs.”

Craft has just released an equally enthralling video for the standout track from his debut project, The Tunnel’s End. The accompanying visuals help accentuate the uplifting message and stress how a rapper’s words can impact somebody.

“For the video, I wanted to create a visual that said something substantive and important, but that still felt cool as shit — that’s what the song’s about,” Craft told HipHopDX. “It’s not about literally being a ‘nerd,’ whatever that means, but it’s the idea that being yourself and expressing yourself in an authentic way is cool.

“I wanted to deliver that message in a way that’s not corny and that has weight, that says that comfort in self, intelligence and bucking of trends can all be dope and swagged out and fun. Being you, especially when people try to make you be something else, is like the gangsta-ist shit you can do. I also wanted to show that there’s real stakes with this shit. What we tell these kids is cool is important and has real-life consequences. I don’t expect to change anybody’s mind with the video, but it’s a peek into my personal journey as it applies to others, and a kind of statement on my intentions as an artist as my platform grows.”

Watch “Brainiacs” above.