Live Through Love Says LA Street Artist Ruben Rojas

This has indeed been a trying year and there is a need for some pure and simple love to aid in the healing process as we begin to hopefully recover from what has been a year of insanity. Enter artist Ruben Rojas who is an LA native street artist, clothing designer, and activist with over 100 murals worldwide. His mission is to unite communities and empower people with the image and message of love.

Following the Lakers’ dedicated victory to Kobe and Gigi Bryant, a surge of positivity has been felt throughout Los Angeles, and has guided souls to want to embrace Kobe in any way they can. Ruben’s artwork gives an opportunity to never forget the great Mamba, embrace love, and be proud of the Lakers 17th championship, in a year like no other. Ruben Rojas shows how a simple word of LOVE can be turned into a powerful art form we crave daily and teaches humanity to “Live Through Love.”.

Here are other murals that Ruben has painted across the city of Los Angeles to share his message of bringing communities together and spreading love through his art. Not only can his art be seen around the world but can now be worn to help spread this much-needed positivity.

The Hype Magazine got Ruben to weigh in on a few things

From the outside looking in, who is the artist Ruben Rojas?

I am a husband, soon to be father, a man that believes in his mission and takes responsibility for the change he wants to see in the world. The truth is that what you see on social media: what you get on the ‘internet’ is what you get when you meet me in person. There is no alter ego, no character, just me sharing my life.

Was there a defining moment when art called to you as a profession?

When I began this journey I was a full time financial advisor, I would put on a suit and tie and head to the office and go from meeting to meeting and after work I’d get to painting. This was most nights while painting my first mural. From my very first mural I was talking about “Live Through Love” although at the time I didn’t know it. In fact at the beginning I would ask myself “what is my style, what does my art stand for?” and slowly but surely it just came together as it came out of me. For the first couple of years I was juggling a full time career and coming into my own as an artist until one day I just stopped going to the office. I couldn’t live like that any longer; I could not deny who I was becoming. That was the day that defined me becoming an artist. I haven’t looked back since.

With so many meaningful causes, how do you choose which to address in your work?

Honestly, it’s a feeling inside of me and because I’m championing humanity I need to make sure it’s authentic with my vision and come from. The causes that I get behind have a meaning within my life. I’ve either experienced the cause first hand, I believe in the people that run the organizations or am doing it for future generations.

What do you want art lovers and laypeople who see your art to get from your pieces?

I want to elicit an emotional response from the viewer to wake them up from their day-to-day and spark joy in their lives. To show them that we can actively live through love. With art being subjective, I like to say that I grab your attention with bright colors (colors make us feel and trigger memories) from there, I draw you in and open the door with my words and typography but ultimately it’s up to you to walk through the door, take it in and apply the piece to your life in that moment.

What has been the biggest satisfaction for you thus far with having your work accepted globally?

The greatest satisfaction comes from knowing that my vision is coming to life, that people are embracing “Live Through Love,” and that it’s for all people. I’ve been figuring this out and doing it my way from the start. I have not gone down the traditional artist path, it’s just been me sharing, growing and continuing to produce my work. Seeing how people share and interact with my work, being tagged on social media with people wearing my gear, and hearing stories about how people connect out in the wild because they both had a “Love” mask on. It just warms my heart and fuels me to keep going.

A fun story about the “You Can’t Quarantine Love” piece during the start of the pandemic: I got a message from a local woman in Santa Monica saying hello, learning of my work via someone from Johannesburg, where that person was introduced to my work from someone in Italy, who previously discovered it from someone in Midwest US. I was really taken back as to how this person who lives in the same city as me and the mural has learned about it from a person in South Africa. It’s really humbling to know that my work has travelled that far and back; again something I don’t take for granted.

Any new clothing pieces coming our way?

I’m super excited for all the new things coming out, “Love” leggings, socks, new “Love” color-ways, a “Love” jersey and more. The love leggings are at the top of that list. A lot of time and research has been invested in bringing these leggings to life. I literally built them from scratch, hand picked the fabric, tested variations of the artwork, cut and sewn in Los Angeles and rigorously field tested before going into production. I’m meticulous and intentional about my process and will not rush anything to market and can’t wait to see people wearing them. I have been on a crash course learning so much about designing and producing clothing. The best part is that I’m just getting started.

If you have time for any, tell us about your passions outside of the art world!

It may sound cliche but the truth is that it’s hard to fit in much more when you’re doing what you love day in and day out. I do have a few non negotiables one being my love of sport and fitness. I get that fix from my morning workouts a mix of CrossFit and strength training. A fun fact, I got my degree in Kinesiology with the intention of becoming an orthopedic surgeon (no regrets of course). Another passion I share with my wife is traveling. We try to visit between 2 to 3 new countries a year, granted 2020 has been a bit of a travel killer and we’re hoping to get back on a plane as soon as possible.

What has been your greatest WTF experience thus far in your career?

There have been many both good and bad WTF moments, one that stands out is the first time I live auctioned off a painting. I was up on stage, had just completed saying some words and the bidding began. 500, 1000, 2000, 5000, 10000, 15k, 20k and it sold at over 40 thousand dollars. I was in shock and actually didn’t know how to register this. That morning I was talking with my wife and asked her how much she thought that piece would raise. I guessed a couple thousand, but she was like, “Nope, it will be more than that.” She was clearly the correct one here.

The best part of what I do and what keeps me going is how people react to my work and the impact that it makes; that I am creating real change in the world and culture.

Any words of advice for up and coming artists?

Play the long game, stick true to your vision and don’t stop!

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About the Author

Dr. Jerry Doby Editor-in-Chief of The Hype Magazine, Media and SEO Consultant, Journalist, Ph.D. and retired combat vet. 2023 recipient of The President's Lifetime Achievement Award. Partner at THM Media Group. Member of the U.S. Department of Arts and Culture, the United States Press Agency and ForbesBLK.