In an era saturated with viral gimmicks and surface-level bars, Omaha, Nebraska’s Loso Tha Artist and Chicago’s powerhouse producer Uncle JoNH III deliver something deeper, something raw—“His Perception,” a music video that feels more like a spiritual journal than a single.
Premiering on YouTube as a lead visual from their upcoming collaborative album Before The Shine, “His Perception” is a gripping meditation on pain, perseverance, and personal evolution. Loso doesn’t rap at you—he invites you in. Into the weight of his thoughts, the echo of past mistakes, and the hope that somewhere beyond the chaos, peace is possible.
Shot by Race Coakley, the video’s visuals are a somber symphony. Muted tones, stark shadows, and symbolic cuts of stillness give the video a meditative pace—perfectly mirroring Loso’s deliberate flow. Whether standing in solitude or walking through empty rooms, his presence speaks louder than any hype ever could. This is not a performance. This is confession.
Uncle JoNH III’s production floats in like a memory—melancholic keys, subtle drums, and eerie ambiance build a sonic atmosphere that lets the lyrics breathe. It’s stripped, minimal, and deeply intentional. There’s a quiet power in it, the kind that doesn’t demand attention but earns it over time. Uncle JoNH III knows how to score emotions, and on this track, his production acts as the heartbeat to Loso’s storytelling.
And that storytelling is sharp. Loso reflects on everything from childhood trauma and emotional isolation to the internal battles most men are too afraid to say out loud. It’s not about glorifying the struggle; it’s about surviving it—and being honest about what that costs. Lines hit hard not because they rhyme, but because they’re real. The kind of bars that sit heavy in your chest long after the song ends.
“His Perception” isn’t just about what Loso sees—it’s about what he’s learned to see differently. The pain. The loss. The moments of clarity. And ultimately, the power in embracing every part of the journey. This record doesn’t scream for validation—it simply speaks truth.
What makes this collaboration even more compelling is the creative alignment between Loso and Uncle JoNH III. Two artists from different cities, different upbringings, united by a shared commitment to authenticity. Where many rappers chase moments, these two are building legacy—brick by brick, bar by bar.
As the first offering from Before The Shine, “His Perception” sets the tone for what’s to come: depth, vulnerability, and an unwavering refusal to follow the crowd. It’s proof that Midwest hip-hop has soul, and that soul is alive and well in Omaha and Chicago.
Follow their journey:
@Loso_Tha_artist
️ @uncle.jonh3
Watch the official video: “His Perception” on YouTube
Because before the shine, there’s always the struggle. And these two? They’ve turned that into art.