It’s weird to sell a guy with a fervent internet-dork fanbase and an Amish beard as a heartthrob, but that’s what Def Jam is trying to do with the great Mississippi rapper/producer video in his new “Pay Attention” video. The song pairs K.R.I.T. up with the R&B singer Rico Love, and it’s the first single from his forthcoming Cadillactica album. If it gives him the commercial wiggle-room to make more songs like the album’s bugged-out, amazing title track, then fair enough. In director Daniel Czernilofsky’s “Pay Attention” video, a girl in lingerie climbs all over K.R.I.T., and K.R.I.T. still keeps looking pensive. Watch it below.

Cadillactica is out 11/11 on Def Jam.