CM
Tu Lucha Es Mi Lucha
interview JORGE PEREZCHICA
Gustavo Rimada was born in Torreon, Mexico and is the youngest of four. Growing up, Gustavo was constantly drawing and his artistic gift was always encouraged. By the age of seven Gustavo’s family moved to California and was raised in Indio. Art came easy for Gustavo but it took years to find his path. Throughout his education, he took art classes. After graduating from high school he decided to attend The Art Institute to study Computer Animation. By then, 9/11 hit and left him feeling inadequate. He spent three years in the Army, and within that time art took a backseat. It wasn’t until two years later that Gustavo truly began his journey back into art. He became workaholic, from tattooing to sketching and painting till late in the night. “I live and breathe in front of my easel,” says Gustavo.
The artist keeps a booklet to write down his ideas. One particular had been floating around in his head in different forms all of 2020. But it wasn’t until after the murder of George Floyd and the protests that it all came together. The finished painting titled, “Tu Lucha Es Mi Lucha” is a symbolic portrait of struggle and rebirth.
Hi, Gustavo Rimada. How are you doing these days?
Hi, doing good for the most part. Pretty tired of the pandemic like most people, but also understand why we gotta do what we gotta do.
You were born in Mexico and grew up in the Coachella Valley. What do you love most about the desert? What keeps you inspired and motivated each day?
I’ll be honest it’s been a love and hate relationship with the desert for me. Times were tough for me growing up here, so I couldn’t wait to leave when I got the chance and have moved out of this place too many times. Through all that, today I am ready to call this place home. What I truly love the most about the desert that keeps me on my toes is knowing the hard working people that reside here, from the fields to the hospitality industry. The hard working class of the Coachella Valley keeps me motivated.
2020 has been one of the most unpredictable years, replete with elections, protests and pandemic. How would you describe these uncertain times in your own words?
Ugh it’s been a rough year, not only socially but politically. What a dumpster fire. Yeah, I guess that’s how I would describe 2020 as a “dumpster fire.” With that said, seeing people come together this summer advocating for the marginalized was inspiring and hopefully for a better future. Politically to be 100% honest, I don’t know how I feel. For the first time, I can’t say whether we are in a good place or not even with the changing of the guard. I don’t know when we are gonna figure out as a working class, that most of these people in office have zero interest in looking out for us. I feel no hope when it comes to politics, but when it comes to Americans seeing the truth about the unfair treatment of people of color. I think there’s a glimmer of light at the end of the tunnel. The work is just getting started and I’m glad to see all people start to see that fight.
When California went into shutdown, how did you adjust to quarantine life? Did you pick up any new skills/hobby or try something new you wouldn’t have in the past?
Man, I live and breathe in front of my easel, so I have seen almost zero change in my daily life. The only thing that bothers me is seeing how it has affected my loved ones. They are more social than I am and I can see how it has hurt them which then hurts me.
In the spring of 2020, when the protests were taking over daily news cycles, what impact did it have on you personally and artistically?
Personally, I felt a sense of frustration and hope all in one. The frustration came from the way they were covered for the most part as violent outcries when a lot of good was happening during the day in most cases. Education and community outreach took place in most protests, but that’s not what the media wanted to portray unfortunately.
In the past, you spent 3 years in the Army. How did that experience shape your worldview today?
I learned a lot in the military, more than I thought I did when I first got out. I didn’t quite fit in anywhere. When I first entered the civilian world, it took me about 5 years to find my path. The drive and determination I have today, I owe to the service and also my mom. But the military gave me that real push to not take “No” for an answer, which has come real handy in the Art World that is filled with rejections.
Let’s talk about the genesis of “Tu Lucha Es Mi Lucha.” At what point did you start thinking about creating the artwork? Can you walk us through the creative process and the message behind it?
I always have ideas even before this summer. I write a lot down in a booklet I have. This particular one had been floating around in my head in different forms all of 2020. When the murder of George Floyd happened and the reaction from people occurred, it all came together.
Just before the protest this summer, there had been numerous attacks on Latino street vendors by African Americans. I started noticing in various pages on social media that a real feud had begun between Blacks and Latinos. For a few months, it appeared that every other week there was an attack on a street vendor and the tensions just grew and grew.
When the George Floyd protest begun, I noticed a lot of Latinos especially men weren’t interested in showing support to the BLM movement. Now, some of that is street politics, some is ignorance, some is racial, and some of it felt like it was a “why would I support them, they never came out for us“ kind of attitude. Like, they weren’t supporting us when vendors were getting robbed and beat, so why would we back them now? I saw a lot of that on social media, and it bugged me so much because at the end of the day, we as a people need to be together since we share the same fight.
The chains represent a breaking from the norms that we grew up with to dislike each other, the butterflies represent our playful and hopeful youth. The fist is a fight to break the cycle with the rose representing the birth of a new alliance. That was my meaning, but maybe it means something different to someone else, and that’s ok.
On your social media, it mentions the original “Tu Lucha Es Mi Lucha” was for a small solo show in November at Thinkspace Gallery in LA. What has been the response from viewers so far? Has the original been sold?
On social media it has gotten great response, no push back. Maybe a few misguided people who think it’s some anti-white art as in us vs them. My goal was to create a piece representing unity between two cultures that have been long at odds and need to come together for the betterment of our people. Yes the original sold at the gallery. Unfortunately because of COVID only a handful of people got to see it along with the other paintings in person.
Once the original was complete, you produced a limited edition 16×20 giclee on archival paper and were able to raise $2522 to two organizations: A Place Called Home & Border Kindness. Can you tell us about these organizations and why you chose those in particular?
Well I wanted to donate to two organizations that I felt represented part of the struggle for the two cultures represented in the painting. Immigrants like myself are a large part of the Latino community and Border Kindness does amazing work in the community. APCH I found when I was searching for a second place to donate. After reading their mission statement, I felt they were the best choice for the second donation. Helping our youth in the inner city through art is exactly what our kids need.
With all the uncertainties this year, what has been a silver lining for you in 2020?
It’s really hard to find the bright side to a year that has seen so much devastation to so many industries like restaurants and so many more. So for me, the silver lining is that my family despite the chaos is healthy and safe.
What are you working on next?
I am currently working on some commissions, but in the new year, I am working on a small series for Antler Gallery in Portland OR and a couple other projects with Thinkspace.
Anything else you would like to add?
Oh boy, I think I said a lot lol. I’ll leave with a little advise from my favorite part of a poem Desiderata by Max Ehrmann
“You are a child of the universe no less than the trees and the stars; you have a right to be here. And whether or not it is clear to you, no doubt the universe is unfolding as it should. Therefore be at peace with God, whatever you conceive Him to be. And whatever your labors and aspirations, in the noisy confusion of life, keep peace in your soul. With all its sham, drudgery and broken dreams, it is still a beautiful world. Be cheerful. Strive to be happy.” – Max Ehrmann 1927