From Hype Beast Radio, I'm 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.

In the art world, it's actually really hard to stand out from the crowd and create something totally new.

Open Instagram, and you might see a lot of OGs who have paid their dues finally getting their shine.

And you'll see some new thing creep up in some random corner of the social media universe,

but then disappear just as quickly as they

came in. But every once in a while, a new artistic expression pops up and catches the attention

of everyone. Visualize, if you will, an all-white backdrop with simple black accents,

and it's as if you're looking at a hand-drawn version of a real-life

object sitting in front of you. Somehow, you know it's three-dimensional, yet it looks two-dimensional.

It could be an Air Force One. It could be a traffic cone or a porta-potty or a barbecue grill

or a full-on bedroom, or maybe even an airplane.

And if you follow the world of streetwear, street art, sneakers, and hype culture,

you probably already know the visual language that I'm talking about.

Today's business of hype guest caught my attention a couple of years ago because even though

the work seemed like very simple pieces,

they spoke loudly to me. The mastermind behind us shares his story on how someone who's probably

done everything under the sun can find himself stuck between a rock and a hard place with

absolutely nothing to lose and yet pivot into becoming an

extremely successful artist. Today, the one and only Joshua Videsz joins us on the

business of hype.

Coming in all the way from Los Angeles, California, who do we have in the NYC Business of Hype Studio?

My name is Joshua Vitos. I'm 30 years old. I'm a dad and I'm a husband, graphic designer, and artist.

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