In this episode, we sit down with Keith Hernandez—a New York City–based tattoo artist, creative entrepreneur, and founder of Dez Studio NYC—who is redefining what it means to build art with purpose. Known for his bold black-and-grey work and refined artistic eye, Keith opens up about his journey from early creative instincts to becoming a respected name in NYC’s tattoo scene.

We dive into the realities of owning a studio, the difference between working for yourself versus someone else, and how creating his own space transformed not just his art—but the community around him. From balancing artistic integrity with client expectations to mentoring the next generation of artists, Keith shares an honest look into the discipline, intuition, and responsibility that comes with putting permanent stories on people’s skin. We also get into the evolution of tattoo culture in New York, common misconceptions about the industry, and the moments that have defined his career—both creatively and personally.

If you’re passionate about art, entrepreneurship, or building something meaningful from the ground up, this conversation is one you won’t want to miss.
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