Episode Transcript
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Speaker 1 (00:00):
This is the
Fredericksburg Neighbors Podcast
, the place where localbusinesses and neighbors come
together.
Here's your host, Dori Stewart.
Speaker 2 (00:12):
Welcome back to
another episode of the
Fredericksburg Neighbors Podcast, where we share the stories of
our favorite local brands.
Today, joining us is CatJohnson with Dark Horse Tattoos.
Cat, welcome to the podcast.
Oh, thank you so much.
Well, I'm excited to learn moreabout you and what all you do.
So let's start there.
(00:33):
Share with us a little bitabout you and your services.
Sure.
Speaker 3 (00:39):
I am a professional
tattoo artist.
I have been tattooing since2003, so over 20 years, and I
opened Dark Horse in 2008.
So this is our 17th year and wehave five different artists and
we specialize in customtattooing.
Speaker 2 (00:57):
Amazing.
Well, congratulations on 17years.
That's a really big deal.
Speaker 3 (01:03):
So big, so big, and
we're excited.
Speaker 2 (01:05):
That's a big deal.
Okay, I need to know yourbackstory, so tell me your
journey.
How did you get into this?
Speaker 3 (01:14):
So when I was young
I'm 55 in 1981, when I was 11,
hbo had recently come out andHBO did not have safe harbor
hours at the time, so what itwould do is it would say hey,
this is going to be a rated rmovie.
Are you 18?
If you're not, you shouldn'twatch it.
(01:34):
Needless to say, my parentsweren't home.
I ignored that totally and Iwatched a movie that was called
tattoo and it starred Bruce Dernand Maude Adams, who are
popular actors and actresses atthe time, and it wasn't actually
a tremendously positive story.
It was about a tattoo artistwho kidnapped a supermodel,
(01:56):
tattooed her against her willand at the end, when he attempts
to sexually assault her, shekills him with his tattoo
machine.
Horrible story.
It definitely implied thatpeople who either collect or
give tattoos are not the moststable of folks.
But because I was young, I was11 and I was naive the climatic
(02:18):
ending scene the male tattooartist gets up.
You see him from behind.
He takes off his kimono and hehas what is known as a bodysuit
or a full body tattoo.
Now, that was not body paint,that was an actual tattooed
person, and I remember it wasjust like lightning.
I felt like the most amazingthing had happened to me.
(02:38):
I was like the person is nudebut you don't really notice.
What you see is the picture,and it was gorgeous.
It was a big dragon tattoo andI was so impressed by the fact
that it was as if the person hada skin tight kimono on.
And although my father had afew very small tattoos, it
really didn't occur to me thatyou could do large coverage and
(03:00):
I was like that is for me and Itotally went down that road and
I always wanted to be a tattooartist and when I got the chance
, I absolutely followed throughand I ended up in the profession
, which I am so, so grateful for.
Speaker 2 (03:15):
That's a very
interesting story.
I love it.
I love it.
So, being in the tattooindustry, are you finding that
there are any myths ormisconceptions about the
industry?
Speaker 3 (03:29):
I think one of the
most common misconceptions is
that people who either give orget tattoos come from a criminal
background.
They're not professionals, andthat is absolutely not true.
We tattoo everyone.
We have tattooed priests,lawyers, doctors, soccer bombs,
surgeons, you name it.
The entire swath of humanitygets tattoos these days.
(03:53):
So the idea that you areuneducated, uninteresting,
perhaps with a dicey, darkbackground that might have been
true in the 70s.
It is not true in 2025.
Speaker 2 (04:07):
Yeah, thank you for
dispelling that for us, and it
sounds like it's probably agrowing industry too.
Speaker 3 (04:14):
So every year, I
think the reach of our artistry
expands both through socialmedia and just other people
seeing heavily tattooed peoplein daily life.
It used to be that people wouldget a little tiny tester tattoo
before they dive into beingtattooed.
These days I have first-timerswho are getting full arm sleeves
(04:35):
, full leg sleeves, huge backpieces.
Speaker 2 (04:38):
They're just doing
their thing and it is definitely
(05:00):
not the same stigma that itused to be and people are
starting to open up their eyesas to the many different styles
of artistry that they can carryand how that can either say
something about their own storyor it can episode, and I was on
your website and you dobeautiful work so I can see
where it's more appealing seeingbeautiful tattoos and, like you
said, on social media.
So that makes a lot of sense.
Speaker 3 (05:19):
Definitely it is
popular.
Speaker 2 (05:22):
Yeah, yeah, I think I
don't think.
I know many people that don'thave a tattoo.
Speaker 3 (05:27):
So these days the
demographic between 18 and 35,
as best as we know, is about 85%of the population at least has
one.
If you're American between 18and 35.
Then it kind of skips to threeand then it goes to many.
You just have large coverage atthat point.
But it is equitably distributedbetween men and women.
(05:50):
I have people who get theirfirst tattoo at 16 with their
parents' consent.
I have people who are 90 whoget a tattoo for the first time.
They've always wanted one.
They're like who's going tojudge me at 90?
I'm going to do it.
Speaker 2 (06:05):
I love that.
That's fun.
Yeah, I love that.
So if someone were to approachyou and tell you that they were
thinking about getting into theindustry, what advice would you
give them?
Speaker 3 (06:20):
It's a very, very
difficult industry to break into
, very difficult, harder everyday.
And that's because the industryis relatively saturated both in
metropolitan and rural areas.
And the other real driver as towhy it's difficult to get in
there really isn't much of anincentive for a tattoo artist to
teach someone else their trade.
(06:41):
Typically you don't get a tonof money for doing that.
Typically it could takeanywhere from one to four or
more years to learn, where theperson who's teaching you really
isn't getting anything inexchange.
So because they don't havedegrees in it, the way you could
go get a degree as an x-raytechnician, there's almost no
(07:03):
incentive to teach someone howto tattoo.
So it's very difficult to getin.
You have to have something thatthat particular artist you know
sees in you and wants to bepart of their studio typically.
But it's very difficult to getinto.
Speaker 2 (07:18):
Interesting,
Interesting.
I did not realize that.
So being a business owner for17 years is no small feat.
Clearly you have learned somelessons along the way.
So what advice would you giveanother entrepreneur, maybe just
starting out?
(07:38):
Or what advice do you wishsomeone gave you when you first
started your business?
Speaker 3 (07:44):
I would say the best
advice I could give to someone
else is find a reputable taxattorney.
Typically, most people who gointo the business do not have
any kind of business education.
They're just really goodartists and typically that does
not necessarily translate into avery good business owner.
And so I think that having agood tax attorney is going to be
(08:08):
very expensive, but it's goingto pay you back, making sure
that you're meeting your legalrequirements, since you are
essentially self-employed.
Whether you work for a studioor don't, people who work for
studios are independentcontractors.
Of course, the studio is theperson who's employing the
independent contractors, butbecause it's an IC business,
(08:30):
everybody is their ownindividual business.
They need a good tax attorney.
Speaker 2 (08:35):
That's really good
advice.
You need someone there to keepyou out of trouble.
Speaker 3 (08:41):
Absolutely.
Speaker 2 (08:42):
Great advice.
So what is something that youwish the listeners knew about?
Dark Horse Tattoos.
Speaker 3 (08:50):
So I think the thing
that is most important to
discuss to people who are new toour brand is that each artist
has both a specialty and ageneralization.
So just because you don't seesomething represented in their
portfolio does not mean thatit's something they're not
interested in or not capable ofdoing.
Obviously, when you do certaintypes of work that attracts like
(09:14):
types of work, but that doesn'tmean that you can't do other
things.
So it's important that youapproach the artist and say hey,
is this a style that you'recomfortable in?
Can you do this?
Can you work with me with thisparticular piece of art?
Many times the answer is yes,but sometimes it's no.
We are not averse in everysingle style.
There are certain things thateither the artist doesn't want
(09:36):
to do because they don't enjoythat type of work, they don't
feel it's where their talentlies, or it's just something
that isn't as exciting asanother style and that might be
their specialty.
So everyone at our studio hastheir own individual specialty,
but also a very wide swath ofgeneralization, and no one is
afraid to say you know what?
I'm not the right fit for thisparticular project.
(09:58):
If there's somebody in thestudio that is a good fit, we'll
direct you that way.
If no one is a good fit in thestudio, we'll also let you know
that.
Hey, I'm sorry, that's just nota style that we have a lot of
call for.
We can't offer you thatparticular style of artistry.
It's not like picking up milkfrom 7-Eleven.
There's not just.
Everybody does everything.
Speaker 2 (10:19):
Yeah, that makes a
whole lot of sense.
I imagine it's a lot of fun,though, when someone comes in
and they have something a littlebit different or challenging to
try something new.
Speaker 3 (10:30):
So everyone loves to
stretch their creative wings, so
to speak, and everybody enjoysthat.
But we also have a sense of whatcan and can't happen as a
tattoo, because tattooing isvery different than Photoshop or
drawing or painting, and manytimes people will come in with
either AI generated referencesor Photoshop generated
(10:53):
references, which are beautifulpieces of art but lack the
structure to be technicallysound as tattoos.
So we want you to get a tattoothat's going to last and look
beautiful and earn youcompliments for the rest of your
life, and we're going to giveyou honest advice because we're
not desperate, we're established.
We want you to be happy withour services, to tell your
(11:15):
friends and neighbors, but alsofor you to get a tattoo that's
going to suit your particularphysique and your goals as to
why you're getting that piece ofbody art particular physique
and your goals as to why you'regetting that piece of body art
and I imagine that sets youapart from your competition is
that it sounds like you valuethe education piece when someone
(11:36):
comes in and you have a lot ofintegrity and you make sure that
.
Speaker 2 (11:40):
Well, you won.
You want your client to behappy, but make sure that they
are making an informed decisionand you're giving them all the
information they need.
Speaker 3 (11:50):
Exactly.
It is not worth it to anytattoo artist to do something
that is technically unsound in adeceptive way.
Now you might say you know whatI want?
A tattoo on the palm of my hand.
I have one.
They're very difficult to dotechnically well, they're
extremely painful and Igenerally don't recommend it
because very technicallydifficult to do, very slow and
(12:12):
very painful.
But if you understand the riskand you want to do it anyway, as
long as you understand the risk, that's my goal.
My goal is not to gatekeep.
If you want something, we canexplain what the technical
consequence of that particularstyle of art or that particular
placement is.
We'll suggest things that wethink will make the project more
successful, more striking, morelong-lasting.
(12:34):
But if you're like hell-bent ondoing something, as long as you
consent and understand the risk, that's fine.
We're not trying to gatekeepyou from something you really
want, but we are trying to giveyou a little bit of our
professional advice regardingwhat's going to be successful,
what's going to be flattering,what's going to last.
(12:56):
So, for example, if you're aperson that loves to tan, you
get a lot of sun.
Maybe pastel colors reallyaren't for you.
They're very vulnerable toexposure to UV.
But if you're like, that's whatI want, I want a pink rose and
I want it to have no blackoutlines.
That's not going to have greatlongevity over time, but as long
as you understand that, that'sfine.
(13:16):
We will do what you ask, aslong as you understand what
you're asking for.
The general public, not havingthis as a professional
background, doesn't always knowthe consequence of what they're
asking, particularly whenthey're picking out AI or
Photoshop references thatthey've seen on Pinterest and
they're like oh, that looksgreat.
I'm like well, that does lookgreat, but that's actually a
Photoshop over a model.
(13:37):
That person isn't even tattooed.
Speaker 2 (13:39):
Yeah, that makes a
lot of sense and I know myself I
would trust someone who hasbeen in the business for 17
years.
Speaker 3 (13:47):
We have earned our
reputation one client at a time.
Speaker 2 (13:50):
Yes, yes, absolutely
so.
If the listeners want to workwith you and learn more about
you, where can they find you?
Speaker 3 (14:05):
They can go to
darkhorsetattooscom.
We have a booking form.
They can fill it out.
It is important that you attachthe references because that
tells us what you like and wherethe body part is.
Or, if you prefer, you canalways set up an in-person
consultation by calling ourreceptionist.
We'd be more than happy tocoordinate with you and she's
available at 540-288-8370.
You can get with any of ourartists.
(14:26):
You can also check us out onInstagram at Dark Horse Tattoos,
or Facebook at Dark Horse Tat.
Speaker 2 (14:34):
Amazing Cat.
Thank you so much for joiningme on the podcast today and
sharing Dark Horse Tattoos withus.
Speaker 3 (14:42):
Oh, thank you so much
for having me.
It was super fun and I lookforward to hearing from your
audience, so I hope you guyshave a beautiful day.
Thank, you.
Speaker 1 (14:53):
Thank you for
listening to the Fredericksburg
neighbors podcast.
To nominate your favorite localbusinesses to be featured on
the show, go to FXBG neighborspodcastcomgneighborspodcast.
com.
That's fxbgneighborspodcast.
com or call 540-534-4618.