Meet Jonathan Lucero

We had the good fortune of connecting with Jonathan Lucero and we’ve shared our conversation below.

Hi Jonathan, what was your thought process behind starting your own business?

Seeing that I’m a fan of surfing, skating, the 90’s era, and automotive car culture – I found myself always wanting to bridge the gap between all of them. Having a background working as a Video Game Concept Artist – illustrating this niche vision in my free time always had me wanting to turn it into a reality.

Starting an automotive company in Los Angeles is very different and difficult compared to starting one in Japan. The resources and culture are vastly different despite there being a big scene here in California. As I studied the foundation on which some of my favorite companies stood on – I committed myself to create the fundamental goals that Bayside aims to achieve – that being to invite, to create, and to inspire.

Thanks to a very supportive mother, my partner, my two pomeranians, and a group of amazing friends – it encouraged me to make the very fun and scary decision to start Bayside and begin the journey to mend these niches and passion into a functioning business for myself and for future generations of my family.

Alright, so let’s move onto what keeps you busy professionally?
I would definitely say I’m always excited to show folks the interesting takes I have when it comes to my digital artwork. Naturally working as a concept artist, you’re tasked with visualizing the unknown which usually means coming up with new mixes of existing themes or creating completely new ones.

Getting to where I am today was the most mix-mashed, random, and unplanned route you could possibly take and by no means was it easy at any point. It’s started all the way back in high-school where I picked up graphic design through youtube videos and photoshop at home. From there I would do small gigs online for folks who had youtube channels – designing things such as thumbnails or channel banners. That eventually grew into learning digital painting and taking a liking to concept art through video games. Dropping out of art school because of a poor curriculum and landing a gig at a startup company eventually landed my first professional gig at a studio. Unfortunately due to the pandemic, I quickly learned the joy of layoffs and the happy fun time that is finding a new job. Automotive cars and culture were always a passion of mine from the very beginning and working at one of the largest automotive museums in LA quickly led me to the conclusion of switching industries and diving into this passion project of mine.

Throughout that journey, something that always helped at an early age was always emphasizing the value I could bring to clients or companies. Wether it was through my portfolio or my constant drive to network with people, it allowed me to make the proper connections to jump to the next step and progress upwards.

What I’ve learned is that networking, and marketing are very important – crucial to growing as a business. Forming meaningful relationships with partners and friends can open doors you would have never had and are things that can’t be bought with money. That and learning how to sell yourself and your skillset let’s others know what you can bring to the table – adding onto more potential business opportunities.

For me, I’d want my brand to become synonymous with having a great time and to be the gateway for other automotive enthusiasts to make more friends and enjoy our passion for vehicles together. Also, for my friends, family, or even someone else in my shoes as a young creative – to know that my journey can serve as inspiration to really double down on your dreams.

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
Sawtelle/West LA – Tenkatori West LA | Japanese Fried Chicken (Karaage)
– Daikokuya West LA | Japanese Food
– 7 Miles Tea | Milk Tea
– Lune Noir | Japanese Boutique

Manhattan Beach
Hermosa Beach

Malibu
– Malibu Country Mart
– Beach area

Burbank
– Round 1 | Arcade, Bowling, Pool, Karaoke

Rancho Palos Verdes
– Yellow Vase Cafe | Amazing views

Koreatown
– Bulgolgi Hut Korean BBQ
– BCD Tofu House

Stunt Road, Malibu | Scenic route, amazing views

Downtown LA
– Little Tokyo
– EightyTwo | Retro Arcade & Bar
– Angel City Brewery
– The Broad

Who else deserves some credit and recognition?
I couldn’t achieve any of this without my mother. Through all of this, she’s always found the silver lining, shined the light at the end of the tunnel, and given me the assurance to know that things get tough but it’ll always work out.

Now and forever, thank you mom (Marcela Martinez Cardenas)

Website: www.bayside-california.com

Instagram: bayside.california

Linkedin: https://www.linkedin.com/in/sevenk/

Other: www.jonathanlucero.com 

Image Credits
Carlos Henriquez
Mejia Lopez