Last week a collection of New York City’s cool kids—a mixed bunch who take pride in being early adopters and claiming new talents before the masses hear of them—packed Webster Hall’s basement to see Theophilus London perform for MTV’s Live In NYC series (airing on MTV.com April 5).

Coming off a slew of performances at Texas’ South by Southwest festival, the Brooklyn, NY native (No, he’s not from London), rocked the crowd with his collection of mixtape bangers and a few gems like “Flying Overseas” from his recent EP, Lovers Holiday.

The progressive rapper and sometime singer is popular among a growing audience, but far from a celebrity. Although the video he released last night for Holiday‘s lead single, “Why Even Try,” suggests that he sees Lady Gaga-level paparazzi attention in his future.

In it, London tries to spend some quality time with his lady friend, but can’t shake fans and camera crews trying to get a piece of him. As soon as he steps outside, his every step is monitored by aptly named station TL-TV.

Similar to a lot pop stars, he both enjoys and hates the cameras–hosting a web show with friends, then fighting a overzealous paparazzo on the sidewalk. Guess he’s going to have to start being mindful of where he eats in a restaurant (No window seats!) and chill out with the public displays of affection.

Check out the video:

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