On this episode of The PHYS Podcast, Tyson Martin sits down with New York City Creative Director, Photographer, entrepreneur, and founder of Know Your Dope L.L.C., Ricky Shoebio.

Ricky's story is a powerful example of what can happen when creativity, vision, and determination come together. Beginning his professional career in journalism, he developed a deep understanding of storytelling, culture, and communication. In 2018, he made a bold transition, launching Know Your Dope (KYD), a creative content collective built around the belief that authentic storytelling has the power to shape culture and connect people.

Since its founding, Know Your Dope has grown into a respected creative force, producing campaigns, editorial work, branded content, and visual storytelling for some of the biggest names in sports, entertainment, fashion, technology, and automotive industries.

Through photography, creative direction, branding, and content strategy, Ricky and the KYD team have collaborated with global brands including Nike, Samsung, Tesla, Roc Nation, Puma, Reebok, Converse, Adidas, Vans, Fanatics, Roku, Complex, New York Fashion Week, Polaris, and many others.

In this episode, Tyson and Ricky explore what it takes to build a successful creative business, how visual storytelling influences culture, and why creating your own opportunities is often the key to long-term success.

In this episode, you'll discover:

• Ricky Shoebio's journey from journalism to entrepreneurship
• The story behind founding Know Your Dope L.L.C.
• How KYD evolved into a leading creative content collective
• Behind-the-scenes insights into working with brands like Nike, Tesla, Samsung, and Roc Nation
• The role of creative direction in building impactful campaigns
• How photography, branding, and storytelling work together to influence culture
• Lessons learned from building a business in competitive creative industries
• The importance of adaptability, vision, and resilience as an entrepreneur
• Why creating your own lane often leads to the greatest opportunities

This episode is an inspiring conversation about creativity, business, entrepreneurship, and the evolving role of storytelling in today's digital world.

Ricky's journey demonstrates that success isn't always about following established paths. Sometimes it comes from identifying a gap, trusting your vision, and building something entirely your own.

Whether you're a photographer, creative director, entrepreneur, marketer, content creator, or someone looking to transform a creative passion into a career, this conversation offers valuable insight into what it takes to build a brand, lead a team, and create meaningful work at scale.

The most successful creatives don't wait for opportunities to appear. They create them.

Follow Ricky Shoebio:
Instagram: @ricky.shoebio
Threads: @ricky.shoebio
Website: www.bigkyds.com