Samuel Stubbs has made sharing culture, knowledge and laugh with millions of eyes into his full time job.
He feels "lucky" to have built what started out as a bit of fun and games into a social media platform he hopes shows something everybody can embrace.
Stubbs' online following eclipses 280,000 people across Instagram, TikTok and Facebook.
Between himself and regular co-creator, his brother Ben, their followers tally sits at around seven digits.
His online profiles share a mix of comedy, education, heartfelt expression and a glimpse into his life as a father, husband, content creator and, now, player-coach in the game which has taken him all over Australia.
Last year, Stubbs helped the Kalgoorlie-based Mines Rovers break what was a relatively-lengthy Goldfields Football League premiership drought for the historically successful club.
The Wangkatha man did it running out with two of his brothers on grand final day.
It was special day, to win a flag back in his hometown, Stubbs told National Indigenous Times ahead of taking on added responsibility with the Diorites.
He'll coach as well as play in 2026.
It comes after moving ending his time at the elite level with Perth Football Club in the WAFL.
He spent six years at the Demons and earned a chance at cracking into the national competition with a stint training with the Fremantle Dockers.
It was something he'd strived for and a huge achievement — playing at the level, often against opponents on AFL lists, Stubbs said, but also one he came away from having learned a lot not only in footy, but about himself.
Stepping in as player-coach at Mines Rovers was the kind of new challenge he was looking for.
"Planning, all the training and preparation — I've put a lot of time into that, trying to keep it as engaging and as upbeat and energised as possible. (In) country footy everyone has a full time job working hard, long days. Coming to footy you want to be able to enjoy it and have some fun along the way," he said.
"It's been an enjoyable challenge so far."
Now he's looking to take the club back-to-back.
View this post on Instagram
Aussie Rules has taken Stubbs just about everywhere in the country, he said, from Queensland to New South Wales and Country Victoria in the east to and in his home state.
It's also been an outlet and source of opportunity throughout his life.
"My wife has been so supportive of this new journey we're on. Coming back to my hometown, she's been amazing...and it's been so good introducing our little man, Isaiah into the world, and being able to bring him home to see a lot of the mob out here," Stubbs said.
"For him to grow up out here and learn a lot of his culture and where his Aboriginal tribe and mob comes from is very special."
Back at home, he's been able to share culture ever farther and wider than where footy has taken him.
"I've grown up with culture being a huge part of my childhood," Stubbs said, "I've been able to share dance, storytelling and all sorts of different things. It's something we're so proud of, and we love sharing".
"That's how it sort of keeps me grounded — just being able to share that knowledge and continue to learn off our elders to be able to pass on the stories for future generations.
"It's something I really enjoy. And I always love being back home out in the red dirt, going hunting, being around the mob and just enjoying time together."
Now it's his job, he wants others to share in it too.
"We just like to share the brighter side, the joys of being an Aboriginal person in Australia," Stubbs said.
"Aboriginal culture is so special and it's something that all Australians should be proud of. It's not just for us, it's for everyone to embrace and share and be a part of.
"Being able to share parts of that with the world on social media is something we love doing.
"We also love to break down the barriers, the stereotypes, the negative way that people look at Aboriginal people in the media. So we'd like to try and bring a bit of education, a bit of fun, and make people feel proud."
He's also keen to encourage others to strive for whatever ambitions they hold.
"Any young blackfellas out there, just give it a go. Doesn't matter. Whatever it is...there's so many different pathways life can take you, so many different ways," Stubbs added.
"It's amazing what can happen when you give it a go."
