In a hip-hop world that glorifies drugs and violence, being good can be, well, bad.
But for Kiwi rapper Name UL, being inauthentic is even worse.
"There's other ways to live your life than going in the circle of getting wasted and doing the same thing every weekend," the 20-year-old Wellington rapper says.
Despite the swagger, he admits to some hesitation in criticising what he sees as the negative aspects of youth culture.
"It's hard for me to say that, because I know the majority is going to look at it like I'm a square or I don't get it or like I need to loosen up, but it's like nah, I've been there."
On Thursday his first album, Choices, drops. It's taken two years to write and draws on some unconventional themes - for a hip-hop album, at least.
"If I cop all the hate, it's fine, I don't really care," he says.
"We've got a small amount of time to do this, and this is the time to get those ideas across and have a bit of a positive impact, that's what I'm all about."
Name UL, real name Emanuel, was surrounded by music growing up. However his suburban upbringing made it hard for him to relate to many of his favourite hip-hop artists.
After initially trying to emulate his Harlem idols, he decided to write about what he knows best.
"I was like look - I'm just going to make music about what's happening to me, what's around me, and I'm going to be fully honest and open and really try and embrace what's happening around me - and that's when it started really flowing out."
Name UL is a name getting attention - he's already spent time in LA, where he filmed the music video to his song 'Nice Guys Finished Thirst'.
And he's also scored a gig as a songwriter for a US record label, meaning he'll be back state-side next year.
Newshub.
