In 2017 he won first place in the World Photographic Cup in the Nature (Landscape and Wildlife) category for his image “Believe.”[4] Forbes magazine named him as one of the most creative Mexicans of 2017,[5][6][7] and he is widely acknowledged as one of Mexico's most important contemporary photographers [2][8] Pepe Soho's father, Eduardo Askenazi, was a businessman in the textile industry.

He shared the stage with important Mexican rock bands and singers like Sabo Romo, and Leonardo de Lozanne.

[3] There joined the rock group Ash Gallery with fellow Mexican Atto Attie and played on and off with this band for almost three years in famous venues such as the Whisky a Go Go and The Roxy.

He simultaneously joined the band of the Bull Dog Café bar in Mexico, where he played for two years collaborating with artists such as Álex Lora, Alejandra Guzmán and Erik Rubín.

[3] In 1993, Soho opened a used record store in the Condesa neighborhood of Mexico City where he also sold a limited selection of designer clothes.

SOHO runways enlisted the participation of Mexican TV personalities such as Sebastián Rulli, Cynthia Klitbo, Galilea Montijo, Leonardo García, Francisco de la O and Braulio Luna.

[12] Soho credits a near-death experience for revitalizing his childhood interest in photography and a renewed appreciation for the natural world.

Within a few years he opened an additional space in Mexico City and three others in San Miguel de Allende, Guanajuato; and Playa del Carmen, and Tulúm in Quintana Roo.

[15] In 2017 Soho's image "Believe," shot in Chile, won first place at the World Photographic Cup in the Nature (Landscape and Wildlife) category.