John Aviña: Next Generation Storyteller
To say comic book writer John Aviña has a knack for crafting stories would be an understatement. In less than five years, Aviña has written more than 16 series and a total of 31 single issues all under his own label, Avina Comics.
Based out of Chicago, his writings often reflect his Mexican upbringing and love of all things pop culture. Whether it’s a horror title centered around a traveling popsicle vendor, or Paletero, in the series The Last Paletero on the Block; or a Dungeons and Dragons style story in Familiar Dungeons where siblings have to work together to survive—Aviña’s writing spans genres and tones producing a catalog with something for everyone.
Fueled by a passion for storytelling, lots of coffee, and a goal to make his mark in the comic book industry, he’s well on his way to pave a new path of next generation storytellers.
For many comic book readers, it’s not uncommon to have picked up a single issue of Batman or Spider-Man as a kid. For Aviña, it all started with a Simpsons comic. “I remember picking up Bartman number 1 and it led me down a path to all things nerdy and into the world of comics,” said Aviña. “In addition to movies, getting to see there was another way to tell stories aside from traditional books was inspiring since I’ve always considered myself a storyteller.”
Aviña isn’t just a comic book creator, his background includes being a wedding photographer and mortuary assistant. While they are two different jobs emphasizing different life events, it’s been influential in his works. “In my various careers, you see people in different stages of emotions, and I do my best to include that kind of tension when it comes to telling stories,” said Aviña.
Starting in 2020, Aviña quickly learned that in addition to the difficulties of getting a comic book created, there is a whole side to selling your story as a self publisher. Aviña had to quickly shift from comic book creator to comic book marketer in order to get as much exposure as possible. “At first you’re just thinking about the art and the story, but then you have to sell the issue. I had to learn where I could sell them, work with comic book stores, get into conventions as well as manage social media marketing. So I don’t just write and produce comics, but I’m the marketing and the customer service guy.”
Lockjaw and Pistolero, Aviña’s premiere title about a mariachi whose silver stringed guitar is used to fight monsters, is a testament to his ability to fuse different ideas and genres fluidly into one story. “In my early titles I was worried about making people feel uncomfortable or drawing negative attention, but it’s been the opposite. I believe it’s because I don’t operate in a sandbox, but try to include the many flavors of Latinism in the series I write,” said Aviña. “Rather than emphasizing only stories that highlight the Latinx experience, Aviña also tells stories that just happen to have a Latinx character—such as the horror title Americana that exists in what a typical suburb might look like.
As of 2025 Aviña will have been in the comic book creator sphere for half a decade and in that time he has gained a lot of experience in writing, pitching, and using feedback to sharpen his stories. “As I have written more, I’ve seen how I give more space for the script to breathe because I trust I will be making more comics. In the beginning I put as much as I could into the script because I figured that might be the only issue,” said Aviña.
Aviña sells his comics on his site www.avinacomics.com, in the TikTok shop, at conventions, and now works with companies on specific titles. “Comicker Press now has distribution rights for Lucha Forever and La Llorona, and Blood Moon Comics picked up the title Starved Rock. With distributors acting as partners, getting titles out there is something of a dream for Aviña. “To be able to walk into a comic book store and see my comic there—knowing someone said it was good enough to be on stands—that’s something I am looking forward to.”
Where before going to conventions was a dream, Aviña now attends major comic cons like C2E2 in Chicago and has built a following of readers who look for him at conventions. For example, cosplayer Amiastra has lent their skills in bringing characters to life by becoming THE IT portrayal of the “Yoli” from the wrestling comic, La Llorona. Their enthusiasm has also presented an opportunity for them to collaborate on a title for Avina Comics in the future.
Cosplayer Amiastra
Feedback and community are also major components to how Aviña crafts his stories. He often consults members of different demographics such as members of the LGBTQ+ community or women in his life to share their authentic experience. “Listening to the community and showing they can trust you is huge. It’s important to have a conversation with the audience that you want to write about,” said Aviña.
Building bridges with readers, his community of followers and even major comic book influencers has made a big difference. For example, Avina Comics were showcased by comic book influencer Sami DeMonster in one of their indie highlight reels on social media—this marketing slot is often coverage of major publishers such as BOOM! Studios. “Sometimes you just need that one person to get your foot in the door and I’ve connected with influencers because everyone in the comic book community wants to read comics—it’s why we are here,” said Aviña.
From reader to creator, Aviña had this to say to anyone wanting to get into comics: “There’s a sacrifice to getting a comic book made, but it’s important to think about how you market it. Sometimes your pitch can make or break a story. Don’t let the success of others discourage you as everyone is on their own path.”
Aviña isn’t just thinking about what comics are coming out this year, but thinking years down the line for his company. “I hope to have enough titles in circulation that I can open up opportunities for other voices in the community to tell their story,” said Aviña. “I want to build a space where there is enough room for everyone.”
Avina Comics has already made an impressive debut, and where the company is years from now is yet to be seen—but if these past few years are any indication, it will certainly be exciting.
For more on John Aviña visit www.avinacomics.com or follow the publisher on Instagram (@avinacomics) or TikTok (@avina_comics). This interview has been edited for clarity. For the full interview, check out the YouTube video below.