Rather than just advertise Rocawear in a generic commercial, Jay Z gets personal with audiences in his latest video release, Marcy to Barclays. In his short black and white video, the “King of New York” reminds us that he’s not the “king” by lineage.

While growing up, the self-made entrepreneur lived in the Marcy Houses, an area of projects in Brooklyn. From this rough environment he learned, “honesty, and to be tough.” Remembering the power of these words from his uneasy past helped him achieve the position he is in now; owning his clothing company Rocawear, the entertainment company Roc Nation and being part-owner of the NBA team, the Brooklyn Nets.

In short, when the Barclays Center opens on September 28 it will be a castle for the “king” and his ballin’ Brooklyn army.