“I had wanted to do a public mural project in Coachella for a long time, and the time was right, as we were able to connect the dots and bring together the local politicians, artists, and community to support this project.”
Armando Lerma
“For a long time — since I was a kid, I wanted to do a mural project,” Armando Lerma expressed in a conversation at his studio in the city of Coachella. Over his 20-year career, Armando has successfully established himself as a prominent artist with collaborator Carlos Ramirez, a.k.a., the Date Farmers. Their work consists of paintings, collages, sculptures, effigies, installations, and videos infused with political content and pop culture — which has exhibited at the Ace Gallery Los Angeles and internationally. In 2013, Armando teamed up with Medvin Sabio, director of L.A.’s Academy of Street Art. Together they pitched an ambitious public mural project to Coachella’s City Hall aimed to raise awareness to Eastern Coachella Valley and dedicated to the anonymous farm worker. On March 31, Cesar Chavez Day, “Coachella Walls,” marked its debut. Now five murals sprawl across the city of Coachella’s Historic Pueblo Viejo district by international esteemed artists, Andrew Hem, Nunca, El Mac, Sego and Date Farmers.
Tell us how the “Coachella Walls” project began.
The Coachella Walls project began after I met Medvin Sobio at the Wynwood Walls project in Miami in 2011. Medvin was a curator for the project and we [Carlos Ramirez and Armando Lerma] participated as the Date Farmers. I had wanted to do a public mural project in Coachella for a long time, and the time was right, as we were able to connect the dots and bring together the local politicians, artists, and community to support this project… It shows they have faith in us to do the right thing. The goal of the project is to bring some energy to the Pueblo Viejo district in Coachella, as well as to promote tourism by creating an outdoor street art museum with internationally known artists. Another huge component to this project is to inspire the community, especially the youth.
Were there any challenges organizing the project?
There were no major challenges organizing this project which isn’t to say we had an easy time. The city council, planning commission, artists, and community, all supported the project and it was more the logistics that we had to figure out.
What do you feel most proud about the project?
Looking back at the first 5 murals completed is inspiring and makes me want to see what 20 murals look like.
How important is public art to a community?
Public art and murals can be very powerful in a community but it depends on the artist and the connection to the community, the art should reflect the community and be sensitive to its needs because murals alone can’t do it, you don’t want to end up with a big mess.
What inspires and motivates you the most as an artist?
Inspiration and motivation comes from the great mystery.
Your studio is headquartered in Coachella’s Historic Pueblo Viejo district, what appeals to you the most about the city and how has it impacted your art?
I decided to establish my art studio in Coachella’s Pueblo Viejo district because, I grew up in Coachella, and I found a warehouse space for a very affordable price that I could not resist, it’s almost too good to be true.
How would you describe your art?
The art we do as the Date Farmers is new art and reflects our experience, on the most basic level, it’s to say—we were here.
What keeps you grounded and focused as an artist?
Art has been my focus for over 20 years now, none of it came easy or quick, it takes a lot of work, and we take our work very serious—we made a commitment a long time ago.
What is the future of Coachella Walls and what are your plans as an artist in 2015?
For 2015, I would like to see the mural count reach 15. As for the Date Farmers, we are always working on something new—stay tuned.
ORGANIZATION: COACHELLA WALLS
FOUNDERS/CURATORS: ARMANDO LERMA & MEDVIN SABIO
HEADQUARTERS: CITY OF COACHELLA
INSTAGRAM: COACHELLAWALLS