Third Eye Video
In Part 1 of The Making of Third Eye Vision, Hieroglyphics Dot Com contributor Jacob Rosenberg gave us an exclusive behind-the-scenes look at the album’s recording in the studio.
So, what happened next?
You Never Knew
Written by Stinke
For Hieroglyphics.org, January 2025
Re-reading Jacob’s first person account in Part 1 of “The Making of 3rd Eye Vision“ nearly 30 years later, in 2025, it’s charming to realize that he could not have foreseen how his relationship with Hieroglyphics would evolve—particularly in directing the debut music video from 3rd Eye Vision, “You Never Knew.”
The story of “You Never Knew”—the first independently funded and released music video from Hieroglyphics, and the first of three collaborations with Jacob as director—would be incomplete without acknowledging the contributions of fellow director, Michael Lucero.
Twenty years ago, I was sitting in my apartment in Boston when my phone rang. It was Domino, sharing the tragic news that the director Michael Lucero had died.
Jacob Rosenberg (from an Instagram post marking the 20th anniversary of 3rd Eye Vision, March 26, 2018)
Michael Lucero
Fans of Hieroglyphics have almsot assuredly seen at least one of Michael’s music videos with Hieroglyphics, whether it’s Del’s “Dr. Bombay,” “Sleeping on My Couch,” or perhaps “Made in America.”
What about Extra Prolific’s “Brown Sugar” (Version 2)? Possibly, Souls of Mischief’s “Get the Girl, Grab the Money and Run”? Or surely their breakout hit, “93 ’til Infinity”?
Hieroglyphics and Michael Lucero had a prolific history together, which you can read more about in a behind-the-scenes look at the Made in America music video.
Pre-Production Begins
In 1998, Michael and Hiero were slated to begin work together on the video for “You Never Knew”. Tragically, Michael suddenly passed away, leaving Hieroglyphics and countless others in the industry mourning the loss of the talented director. (Xzibit’s “What You See Is What You Get” video includes a dedication to him.)
As a director and Hiero fan, Jacob had a great deal of admiration for Michael, to the point that when Hiero initially offered him the opportunity to direct the video, Jacob felt intimidated by the proposal.
Domino told me that the crew thought I should direct their first video that Michael Lucero was slated to do.
Michael was an incredibly talented director, and he made a handful of videos for the various Hieroglyphics members, including the amazing “93 ’til Infinity.”
I told Domino that I was incredibly honored and grateful but that it was just too daunting of a task and too big of boots to fill. I simply felt like I wasn’t worthy.
I hung up the phone.
I sat in my apartment, thinking and being afraid of not delivering a video to their expectations and caliber.
Then, I stopped thinking about that and started thinking about the incredible trust and opportunity that had been bestowed upon me.
I thought about what my mentor would say, and I called Domino back within five minutes and corrected my position—fuck that, I am all in.
Jacob Rosenberg (from an Instagram post marking the 20th anniversary of 3rd Eye Vision, March 26, 2018)
Hieros in Hawaii
Despite the tragic loss of Michael Lucero, Hieroglyphics and Jacob Rosenberg pushed forward, building a new relationship shaped by Jacob’s unique perspective and voice, while honoring the legacy of Michael’s visionary work.
We flew to Hawaii and spent eight days scouting the entire island of Oahu and methodically filming each member in a different part of the island.
The video was an intentional tribute to what Michael did with “93 ’til,” and meshing these artists with the raw settings of Hawaii felt oddly correct.
I shot the video myself on a 16mm Eclair, and I edited it on Adobe Premiere with a Video Vision Telecast video card.
My producer & friend Alex Tse cleared locations or distracted cops while we stole shots and attached speakers and a Discman to his backpack and stood off-camera playing the music for them to rap to.
I am forever grateful for the trust, friendship, and opportunity that this seminal collective gave me.
Jacob Rosenberg (from an Instagram post, March 26, 2018)
“You Never Knew” also marked the end of Jacob’s Right Before My Eyes era, as chronicled in his book covering 1988–1998.
A Director at the Helm
After the smash success of “You Never Knew”—which received airplay on television networks such as BET and MTV—Jacob and Hiero began conceptualizing the second and final video from 3rd Eye Vision, a Del the Funky Homosapien solo song called “At the Helm.”
That video was followed by Jacob Rosenberg directing his last video with Hieroglyphics (for now): 2000’s “If You Must” from Del the Funky Homosapien’s fourth album, Both Sides of the Brain.
Learn More About “If You Must”
“If You Must” marked a true evolution of the work Jacob and Hieroglyphics had started just two years earlier, both technically and creatively.
A transition from 16mm to 35mm film elevated the video’s overall look. While the earlier videos appeared professional, the increase in resolution was evident, as was the shift to a more cinematic 16:9 aspect ratio.
The video was filmed on a sound stage with professional lighting and featured actors. It even included visual effects and props, such as a Hieroglyphics operating system displayed on simulated computer screens, and a handmade, life-like Del doll to scale.
The actors portrayed music video directors who guided Del in a way that satirized the formulaic and predictable nature of mainstream music videos of the era, with the concept of the video deeply intertwined with its execution.
Everything about “If You Must” was bigger and more impressive. This was a deliberate choice by Jacob and Hiero to remain competitive in a rapidly changing music video landscape.
“Always in motion is the future” — Yoda, Star Wars
Jacob has since built a long and storied career as a photographer, filmmaker, storyteller, and a pioneer in skateboarding and hip-hop culture.
Celebrate his collaboration with Hieroglyphics by exploring the many articles we’ve created together, here at Hieroglyphics.org.
You can follow Jacob Rosenberg’s work on his website: jacobrosenberg.tv.
Below are photographs I took in Los Angeles at Jacob’s book premiere for Right Before My Eyes in November 2024, featuring special guests Hieroglyphics.
– Stinke
Part 1
If you missed the first part of this series, The Making of 3rd Eye Vision, be sure to check out Part 1: Right Before My Eyes.