HipHopDX Premiere: Bay Area MC Frak has teamed up with fellow San Francisco rapper Watsky in a new video for the track “Small Talk,” a song that explores our addiction to technology, as well as its relation to gentrification.

“‘Small Talk’ is the third single from my upcoming album,” Frak tells DX. “It was inspired by the current wave of tech and gentrification in the Bay Area. I directed the music video and wanted the emoji faced character to represent the way technology has crawled out of the virtual world and impacted the physical one.”

Frak’s mixtape, Bagels, was named one of SF Weekly’s top local Hip Hop albums and has over 150,000 plays online. He’s also participated in rap battles on platforms such as King of the Dot and Battle of the Zae. According to a press email, he has recently been cosigned by such artists as Kendrick Lamar, Earth Wind & Fire, Anderson Paak, Shad, Travis Scott, and of course, Watsky.

Watch the new video above.