From Hype Beast and Hype Radio, I am Jeff Staples, and this is the business of hype,

a show about creative entrepreneurs, brand builders, innovators, and the realities behind the dreams they've built.

Today's episode is brought to you by my good friends at New Balance. They just dropped the latest

evolution to the classic 997 franchise. It's simply called the 997H. It's an instant

classic in my opinion. And my favorite colorway, probably the magnet energy red, but it's

pretty hard to choose. It drops this month, and it's available in dope colorways all over the world at better

New Balance retailers.

And much like what we do here at the business of hype, New Balance is all about supporting

the fearlessly independent.

So whether it's the athletes they serve or the creatives that they collaborated with, like

me, New Balance has been celebrating entrepreneurship since 1906.

You can learn more at New Balance.com.

When you're at an event and you see the photographer, don't disregard them. Yes, get that

picture, but don't forget that they're more than a person with just a camera. They are the

documenter, the vibe setter, the person who will capture the essence of how everyone is feeling

right in that shot. So on this episode of The Business of Hype, I talk with David Pruding, a long-time photographer

who's at the opportunity to rub shoulders with some of the biggest celebrities, but more

importantly, capture some of their great moments out.

From his early start as an assistant to working under the legendary photographer Patrick McMullen,

and now being the co-founder of the widely respected BFA,

we hear what it really takes to grind to make your vision come to life.

What's amazing is not only the work that he's done,

...