This week’s episode of Where Do We Go From Here? is a very special one for me. I speak with brothers Eric and Jeff Rosenthal, otherwise known as ItsTheReal. Over the course of a nearly 20 year career, Eric and Jeff have documented hip-hop through a mixture of comedy, serious journalism, and a hunger to share compelling narratives no matter the medium. I spent countless hours as a college student listening to their early podcast The Hypemen. I wouldn’t be attempting this podcast if it wasn’t for Eric and Jeff’s influence.
Eric and Jeff have always been ahead of the curve as storytellers, preserving histories that might otherwise fall by the wayside. We talk at length about what it means to commit yourself to that work. We talk about almost three decades of changes to the media landscape we’ve endured. We talk about what makes for great stories, particularly in the context of their award-winning recent series The Blog Era, which chronicles the rise and fall of the hip-hop blogosphere, the stars it produced, and the unsung heroes relegated to digital dust. Perhaps most importantly, we also talk about how Jeff and I both get told we look like Clark Kent (we are just white guys with glasses, but I’ll take it). We also somehow manage to talk shit about Joni Mitchell in the process.
A few key takeaways from our conversation…
Right here, right now (the value of community): Particularly in an age of decaying identity and digital chaos, we need physical community more than ever. Eric and Jeff built their brand online, but their longevity has come through unwavering commitment to IRL culture. As Eric puts it, "if there's in real life opportunities, if there are literal walls around something…you get boundaries, you have a culture.” This kind of chosen enclosure can foster genuine engagement and loyalty. Networking that transcends transactional relationships and becomes about shared identity. It’s a positively old school concept that still feels so potent. At a time when online spaces are more fractious than ever, perhaps the best we can do try and stave off madness is interact with real people in real places.
The medium delivers the message… While Eric and Jeff consistently downplay their ability to see around corners, their careers have highlighted an uncanny ability to adapt at just the right moments. Our conversation traced rapid changes in digital media and the music industry, from the decline of MTV to the rise of YouTube and podcasting. Eric and Jeff always bet early, noting that "YouTube was not a proven commodity” when they chose to start uploading comedy sketches, nor were podcasts ubiquitous when they began recording. There story is one of constant evolution before it was too late, experimenting with new platforms out of curiosity and desire to reach audiences wherever they may be, rather than change out of fear for survival. While that sort of cutting edge thinking may not have always been the most lucrative for the brothers, it has made them some of the most effective and beloved curators and narrators in their era.
…but the medium is not the message: In Eric’s own words, "The voice matters more than the medium." Over the course of their career as ItsTheReal, the Rosenthal’s have transitioned from sketch comedy, to podcasting, to journalistic endeavors, even releasing an album with some of their rapper friends in the process. Their distinct style cuts across every one of their projects, a consistency of voice that translates no matter the medium. Their platform agnosticism has allowed them to avoid being boxed in. Authenticity and creative control take precedence over trend-chasing and platform specificity.
“It was always going to be betting on ourselves”: Throughout their career, Eric and Jeff have consistently turned down offers that didn’t align with their ethos. “It meant something to us to be in creative control and to be in charge of our path forward,” said Eric. “And I think like any step of the way as you look throughout our career, that is going to be the through line.” This commitment to self-reliance rarely expedites success, but it also afforded Eric and Jeff the ability to tell stories in their own time on their terms.
Special thanks, as always, to Anna Kasper for producing, Will Grogan for providing our music, and Hugh Huntingford for designing the Applied Science logo and podcast cover image.
Even though so much of Los Angeles has returned to a sense of eerie normalcy, the loss from January’s fires remains immeasurable and many people still need help. As usual, please see a list of resources for fire recovery below.
LA Country has launched an exhaustive website with resources for preparedness and recovery (including links for debris removal and right of entry forms). The site is updated regularly (most recently on 3/10/25).
Mutual Aid Network of Los Angeles’s provides an expansive number of funds, organizations, and aid types across the expanse of the city. Additionally, it provides a powerful tool for finding specific aid types. A great place to start for anyone looking to do some good or in need of assistance.
A book/PDF written for parents to help explain the enormity of wildfire to their children.
PBS SoCal’s resources for how to talk to children about wildfires.
A U.S. government fact sheet on protecting children from wildfire smoke and ash.
A spreadsheet of GoFundme’s for Black families from Altadena who have been displaced or lost their homes. Altadena is one of Los Angeles’ historically Black centers, a place where generations of hard-earned wealth and equity in the land were decimated in a matter of days. (first seen via Saul Williams)
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