The Dancing Rabbit; 9to5 Gay Pins

Eric Johnson was born in Sacramento before moving down to Southern California for school, studying film. After arriving in Los Angeles he started making pins in 2018. Currently he runs his business online and does several pop ups through out the year in the Los Angeles area such as Anime Los Angeles, RuPaul’s DragCon, Off Sunset, and Q Con.

Why did you get into making high-quality pins?

I started collecting pins in 2001 with Stitch pins [of Lilo and Stitch] from Disney. He was my main collection and by 2018 I felt the quality of pins that Disney was making had gone downhill, and I decided if Disney wasn’t going to make good pins of characters I wanted to collect, then I would. I was 23 years old when I commissioned my first pin design and was 24 when it was finally made and ready to be sent out to buyers.

What was the pins project you were most proud of?

The series that I am most proud of is my Framework Series, it was a series that I really eased back on the effects. Just enamel and screen print for the base designs. The idea for the series was that with new effects coming out, I felt that collectors and makers were forgetting how beautiful the metal plating could be. So the Framework Series set out to highlight the metal.

What were your goals when you started?

When I started to make pins, I had really two goals in mind.

1) Make pins that I want to collect because others weren’t and

2) pay off my student loans. Sadly I very much underestimated the cost to make enamel pins, so goal number two is still a work in progress.

What are your future goals?

Well right now, the goal is to clear some backlog that we have lingering from troubles we faced at the end of Covid. Unfortunately, we lost contact with one of our manufacturers and due to that we lost lots products in production. So goal number one is set things right with our buyers and fans and fulfill all their orders. Then after that, our goal is to return with some new designs we have been planning for a while now. We have some big plans for when we have all the backlog squared away.

We want to revamp our birthday club, introduce a new loyalty program, and make for the first time original content.

Did you go to art school?

I attended San Diego State University and studied TV and Film, critical studies. I forced on the writing side of the film. I still in my free time write. But that is also how a lot of the pin designs start out. They are ideas or prompts that I send out to the different artists that are commissioned for the series we do. But also you can find my writing as well on them. Both the PlayBoy/Girl series and the Tarot Card series feature my writing as the cover article titles and the readings on the back of the pins respectively.

What advice would you give to a prospective student who is applying to colleges?

One thing I wish I had done was done a minor. It was something I thought about early in my 3rd year but my degree was so far removed from the others. I would say look at the minors in your first year and try to take on an extra course or two so that maybe you get a minor without adding on to your loans. I also strongly recommend summer classes, not a lot just one or two to less the chance of needing a 5th year.

What are the biggest mistakes an art school student can make while in school?

The biggest mistake you can make is completely changing course, I started off wanting to get an engineering degree. I love to build and design things but I was not able to the math, I wasted a good chunk of my time at school trying to make it work and retook classes instead of changing gears and going after what I was good at and had a passion for.

Did you have trouble finding work when you first got out?

Well, I still don’t work in film. But after some stumbling I did get a good job that allows me the flexibly to do what I want. So, I can write and make my pins. Even if I can’t do it full time, I am able to do the things I love and pay the rent. I think what is most difficult is admitting that just because you want to do something doesn’t mean that is what you can do.

I spent time struggling right out of school because I didn’t want to take a job if it wasn’t writing for a studio. That just isn’t how it works, sadly. So yes work on your art, but don’t sacrifice your lifestyle to do. Day jobs are definitely important.

When did you decide to stop working for free?

You mean I could be paid? Just kidding,

I do offer my services to make pins at a markup as a middleman to those that don’t want to deal with manufacturers and I do sell the pins I make. I don’t just hand out things I spent $500 or more on for free.

What are the biggest mistakes a person can make when they first start working making pins?

For making pins the biggest mistake you can make is thinking you can just jump into it and everything will be prefect. It takes time and practice to get good. Get a pantone book, find a good manufacturer, don’t be afraid to try new effects and build with each new design. But don’t start off doing a 4 inch pin, with sandblast, glitter and 3D metal. Take the baby steps. You have to start with the basics before you can run.

What’s the biggest thing you depend on making and selling pins?

Well, content. If there isn’t good content then I don’t have a base to make great fan art to make into pins.

Did you ever pay for a program that promised big results to help further your career, but it never delivered?

Yes and no, I wouldn’t say I drop hundreds on something that promised to make me hit the big time. But I have dropped money on platforms that promise to bring in buyers and I basically should have burnt the money instead.

Did you ever come across a project or a person that looked promising, and then the whole thing blew up in your face?

Yes, I had one artist that I LOVED their work and wanted them to do a series for me but they wouldn’t draw gay characters or women that were “naked.” If you can call Ariel and Jasmine naked. These weren’t lewd designs either these were little chibis. And the artist admitted to going to conversion therapy and that it turned them into a self hating person basically. But I was commissioning pieces, paying for them and then being told they couldn’t be made. I got my money back for the ones that they didn’t make. But it was sad because their style was so cute and I wanted to do much more with them.

What’s been the highest point of your career so far?

For the pins it’s when I make a design that I have to crease the number I am ordering to meet demand. For my day job, getting my current job because I finally have enough to pay my bills and have a little money left over.

How would you advise people to network?

Well, pins I feel is very much on Instagram. But also at conventions. Talk to the your booth neighbors and stuff. You never know if you’ll make a connection.

What’s the worst part of your job?

The worst part is the work and stress delaying with buyers and manufacturers. This is because both those parties tend to be self interest driven and don’t understand that you are in the middle. You aren’t there in the factory to get updates immediately. At the same time you need to do your best to enforce a speed acceptable to buyers while maintaining a budget and quality level that works for your bottomline and the exceptions of buyers.

If you had it to do over again, what would you do differently?

Start smaller and grow slowly. I started with making way too many of a single design and had them for years. Then when sales picked up I expanded rapidly which worked out great for a little while but when something goes wrong, a manufacturer disappears with thousands of dollars and multiple designs or cashflow drops. You are left in a hole that is really hard to get out of. It is doable but it takes time and you basically have to pause everything new to focus on fixing the problem. Doing everything you can to keep cashflow. Personally, I have expanded how I do business and now do popups. I buy into events with friends to reduce my overhead and increase my chances of leaving that event with more money than I had before it.

Where’s your favorite place in Los Angeles?

I know I sound basic, but West Hollywood, mainly because I find myself there several times a year with friends and a lot of the houses look really cute. Now I have heard bad things living super close to the clubs but I would love to live in one of the cute townhouses or homes that are away from the loud club music. Cause I do got to sleep when I have work or a popup early the next day.

Where can people find you and your work online?

I am mainly on Instagram at @9to5gaypins and my online shop is 9to5gaypins.com readers can get a special discount on their first order with code GANDG up to 25% off select deigns and free shipping (on most orders).