Gilroy, California, often known as the “Garlic Capital of the World,” holds a rich cultural tapestry that extends far beyond its famous crop. Nestled in the heart of Santa Clara Valley, Gilroy is a town where agricultural roots blend with creativity.
The city’s growing community of artists, musicians, and creators is carving out space for art within its evolving culture. From public murals that reflect the town’s history to local art collectives chanting diverse voices, Gilroy’s art scene is blossoming and ready to share its unique voice.
One of Gilroy’s prominent artists and art advocates is Joey Castaneda, a fourth-generation native who discovered his passion for art at a young age. His love for tattoos, along with inspiration from his uncle José, drove Joey to bring his artwork to life by getting his first tattoo when he was just 14. By the time he was 15, Joey was deeply immersed in the world of tattooing. He quickly dove into the craft by exploring various styles and developing his skills.
Adopting the name Chokotattoos, Joey took his tattooing journey to the next level. Although he started with drawing as his first art medium, his true calling as a tattoo artist emerged during an apprenticeship with a friend. This pivotal experience allowed Joey to refine his craft, transitioning from casual experimentation to professional expertise. He quickly mastered various styles, including traditional, fine-line, and black-and-gray work, each of which requires a unique blend of precision and creativity.
Reflecting on his growth, Joey recognizes the importance of timing and mentorship in his development. His ability to adapt and learn from others has become a cornerstone of his success, fueling both his personal growth and his contributions to the artistic community. He shares, “Being in the right place at the right time and learning from the older generation, I feel like all the styles I learned early on were crucial to my career today.”
When Joey creates art, he explores a genre called Chicano surrealism, which draws inspiration from dreams and the unseen aspects of life. For Joey, the journey of art is never-ending. New mediums continually appear on the horizon, and he is eager to explore airbrushing and ceramics as his next craft. “I try everything if I can, especially if there is someone there who knows it well. If they want to teach me, I’ll sit and try it out and give it my best,” he says.
After serving in the army, Joey’s passion for tattooing remained strong. Yet his desire to amplify the voice of artists in his community grew even stronger. Together with his wife, Jade, he founded the Shades of Brown Alliance (SOBA), an alliance dedicated to providing resources, opportunities, and work for local artists. Serving as SOBA’s collective founder and executive director, Joey’s mission is rooted in the culture of the Gilroy community. Beyond SOBA’s mission, Joey is committed to nurturing the next generation of artists by helping them become self-sufficient and ensuring they receive the recognition they deserve. His goal is to empower artists to fully utilize the resources available to them and to embrace growth and appreciation for their talents.
A major challenge SOBA deals with is exploitation. That’s because the community in Gilroy often lacks knowledge on how to approach art commissions to ensure that work is fairly valued and compensated. Compared to San Jose, Joey believes that Gilroy lags 10 years behind in terms of its artist community.
To create opportunities for SOBA’s artists, the organization helps iron out pay discrepancies, streamline invoicing, and equips artists with necessary tools. Joey explains that “most of the time artists sell themselves short. Even though they know their work is worth $300, they will say they can do it for $50. If you keep this pattern going, you are not going to the next level.”
The organization also hosts bi-monthly meetings, which alternate between board meetings and artist networking sessions. Workshops that would provide opportunities for artists to learn figurative drawing, spray painting, and more are in the works for the coming year.
SOBA brings the community together through events that showcase a vibrant mix of culture and creativity, from vinyl DJs and lowrider enthusiasts to a diverse group of vendors and artists. These collective efforts are central to SOBA’s fundraising initiatives, which support both the artists and the community. SOBA embraces a wide range of artistic expressions, from traditional art forms to more unconventional ones, like baking and tattooing. Currently, Joey’s vision for SOBA is to secure larger and more impactful projects for the artists to expand their reach and influence while embracing a stronger, more connected community of artists. For example, SOBA is in the process of securing fiscal sponsorship through Local Color, which will provide the group with opportunities to grow.
In collaboration with Emily McEwan-Upright, founder of 6th Street Studios & Art Center and 1202 Contemporary gallery, Joey’s next major project for SOBA is a large mural that will serve as a centerpiece for the Youth Mentorship Program and will emphasize nurturing the next generation of artists. Known for its vibrant support of the arts community, 6th Street Studios & Art Center offers a range of resources, from rental spaces and art classes to creative programs. The center also leads youth mentorship initiatives and cultivates creativity across all ages and skill levels. Through their shared vision, Joey and Emily aim to foster a strong, inclusive artistic community that uplifts local and marginalized voices.
Joey’s deep-rooted connection to Gilroy drives his passion for supporting local artists. For him, providing these resources is a personal mission to uplift the community. While Joey envisions expanding SOBA beyond Gilroy, he remains committed to making his hometown the heart of the collective. Joey envisions the town as not only the birthplace of SOBA but also as a cultural hub whose unique character and artistic contributions are celebrated. Gilroy’s identity will anchor SOBA’s growth, allowing it to influence and inspire both local and regional art communities.
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sobacollective
SOBA Collective includes:
Taylor Cherry, Relations Committee
Sarah Retana, Trustee Founder
Edward Valdez, Treasurer
Isaiah Kittles, Trustee
Darlene Cordova, Trustee
Jade Castaneda, Co-Founder
Itzayana Silva, Development Committee
Joey Castaneda, Co-Founder
Julian Torres, Trustee
Louie Andrade, Executive Co-Chair
Angelica Jimenez, Secretary
Desiree Villescaz, Governance Chair
