Miki Vialetto: A Visionary in the Tattoo World – An Exclusive Interview

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In the tattoo scene, there are few names as influential and iconic as Miki Vialetto. As the founder of the legendary London Tattoo Convention—arguably the most prestigious and, from an artist’s perspective, most respected tattoo event in the world—he has made history. But Miki is far more than just an event pioneer: as publisher and editorial director of Tattoo Life, one of the industry’s most respected magazines, he shapes tattoo culture on a global scale.

With tireless dedication and a deep passion for the art of tattooing, Miki has not only helped establish tattooing as a recognized art form, but has also brought the global tattoo community together and inspired it.

But how did his journey begin? What has changed for the better—and for the worse—in the tattoo world over the past few decades?

In an exclusive interview with tattoo.ch, Miki Vialetto offers fascinating insights into his early career, shares his perspective on today’s market, and discusses his vision for the future of the industry:

The Beginnings

Hi Miki, how did your journey into the world of tattooing begin, and what originally inspired you to get into this industry?

Miki: My love for tattoos began when I was about 13 years old. Back then, I would often ask my dad to draw pin-up girls or skulls on my skin. My favorite toy was Dr. Steel, Big Jim’s rival, because he had a big dragon tattooed on his chest.

I got my first tattoo when I was 17—from Gian Maurizio Fercioni in Milan, the “Godfather” of Italian tattooing. The moment I walked into his studio was magical. I was immediately fascinated by the mysterious world that unfolded before me there. After that, I got many more tattoos and spent every free Saturday in his studio listening to the stories he told his clients.

In 1993, at the age of 22, I was working with a Milan-based publisher that put out a free magazine called IN TOWN. It focused on clubs and discos, but occasionally included four pages on body art. One day, I asked if they would be interested in articles about bikers and tattoos. Actually, I just wanted to earn a little extra money for gas to get to biker rallies. But they liked my writing, so I suggested we start our own tattoo magazine right away.

Back then, there was nothing like it in Europe, and to get my hands on American tattoo magazines, I had to travel all the way to Switzerland. In 1993, we finally launched Tattoo Revue—the first European tattoo magazine. Two years later, we were available throughout Europe in five languages and expanded into the U.S. under the name Tattoo Planet.

After seven years, the time had come for me to strike out on my own. In 2000, I founded my own publishing company and launched Tattoo Life. This year, we’re celebrating the 25th anniversary of my work in tattoo publishing—a milestone I’m very proud of.

How did the idea for the London Tattoo Convention come about, and what challenges did you face in bringing it to life?

Miki: Before I launched the London Tattoo Convention, I served as artistic director of the Milan Tattoo Convention for ten years. But at some point, I wanted a project that I could design 100% on my own, so I could fully realize my own vision. Together with my business partner Marcus Berrimann, we decided that London was probably the most significant city in Europe for such an event—and that’s how the London Tattoo Convention was born.

My goal was to show every single visitor just how high the standard of tattooing is worldwide—not only through the tattoos themselves, but also through the diverse art forms created by tattoo artists.

Although the Gods of Ink Convention in Frankfurt has now taken the place of the London Tattoo Convention, the memory of the “real” London Tattoo Convention remains unforgettable for thousands of tattoo artists and tattoo enthusiasts.

I decided to end the London Tattoo Convention for two main reasons: First, my good friend and business partner Marcus Berrimann passed away, which was a profound loss. Second, after two years of the COVID-19 pandemic, it became extremely difficult to continue organizing the event in its original form.

Changes in the tattoo industry

What positive developments have you observed in the tattoo scene over the decades?

Miki: One of the most significant positive developments is undoubtedly the fact that more and more talented artists are finding their way into the tattoo industry. The technical and artistic standards today are incredibly high—not least thanks to advances in professional tattoo equipment. Until around 2005, it was common for tattoo artists to assemble their own machines. Today, engineering teams at supply companies are constantly working on innovative solutions—a development that has had a lasting impact on the industry.

Are there any developments that you view with a critical eye?

Miki: Unfortunately, the tattoo world has never been as rife with falsehoods as it is today. Social media is full of photoshopped images, filters, and retouching, making it difficult for the average person to judge the true quality of a tattoo.

In addition, many younger tattoo artists pay less attention to how the tattoo will look in five or ten years when designing it. The focus is often solely on how it looks and is received on social media.

Another critical issue is the increasingly egocentric behavior of some tattoo artists. In the 1970s, Don Ed Hardy wrote “Wear your dreams” on his business card, reflecting the idea of designing tattoos as an expression of clients’ dreams and desires. Today, for many, it might read: “Wear my ego,” as the focus is often more on the artists’ self-expression rather than on the clients’ personal stories or needs.

One issue that never ceases to shock me is the use of anesthesia. It’s one thing to use numbing creams, but these days some people even ask for local anesthesia or even general anesthesia for their tattoos. To me, that’s completely absurd and goes against the very essence of tattooing.

What role do tattoo conventions play today in the age of digitalization and social media?

Miki: Social media is fantastic for promoting an event like Gods of Ink and sharing live updates in real time. That’s exactly why I no longer publish traditional post-event reports on conventions in my magazine. Reporting on an event later, when people have already been following it live online for ages, just doesn’t make sense to me.

Tradition and Innovation

Why is it important to you to preserve traditional techniques like irezumi or tatu?

Miki: Technology opens up amazing possibilities for us, such as digital drawings or artistic creations made with digital tools. But nothing can replace the beauty of an original painting created with a brush and oil paint. The same is true of traditional tattoo techniques: they produce a completely different result than modern machines. They are the “real deal” and represent a genuine love for these cultures and their historical heritage.

In what ways have modern technologies (e.g., new tattoo machines or inks) changed the art of tattooing, and what do you consider to be the most significant advancements?

Miki: Before Cheyenne machines came along, working with coil machines was a real challenge. It took a deep understanding of the technology to set the machines up properly without damaging the skin or causing scarring.

Cheyenne revolutionized the industry by becoming the first company to hire engineers to develop a machine so user-friendly that, in theory, even a child could operate it without damaging the skin. This innovation changed everything—suddenly, thousands upon thousands of newcomers flooded into the industry—many of whom no longer followed the traditional path of tattooing, but instead learned the art through apps and tutorials on the internet.

It's similar with music: In the past, learning to play the guitar was a much bigger challenge. Thanks to apps and tutorials, however, it's now easier than ever to get started.

The Future of the Tattoo Scene

Do you think tattoos have become too commercialized these days, or is that just a natural part of their evolution?

Miki: The whole world has become more commercial, and that’s reflected in the tattoo industry as well. I remember the words of Tattoo Berit from Berlin, a fantastic artist with a distinctive style, whom I heard speak in 1996. She said something to the effect of: “When you work as an unknown painter, you usually sell your work to people who know art—and that makes it incredibly difficult to make a living from it. With tattooing, it’s different: Your clients are often not art experts. Even if the tattoo isn’t revolutionary, they’re thrilled, and it’s easier to make a living that way.”

These days, when I’m at the gym or the beach, it feels like 90 percent of the tattoos I see aren’t exactly well done—and that’s despite the huge number of talented tattoo artists out there. But the number of bad tattoos is many times higher.

Thirty years ago, very few people were seriously interested in making money from tattoos. These days, many people work in the industry who have little connection to tattoos themselves—the main thing is that it’s profitable.

What developments would you like to see in the future of tattoo art?

Miki: I’d like to see more ethics—at every level. Whether that means refraining from tattooing teenagers’ faces or being more mindful about how we use edited images on social media. Fewer filters, more authenticity—that would be really nice.

In your opinion, what does it take to really stand out in today's global tattoo market?

Miki: Technically speaking, the standard has reached an impressive level today, but unfortunately, a lot of it feels monotonous. Many people simply copy the work of other artists. I’m much more impressed when someone, after mastering the technique, truly creates something of their own rather than just reproducing it. Finding inspiration and translating that input into something entirely personal—that’s the only way to create something truly original.

Personal Insights

What do tattoos mean to you personally? Do you have a tattoo with a very special story behind it?

Miki: For me, tattoos have always been about strength. My entire body is tattooed—except for my face, hands, and genitals. Every design, whether small or large, carries a special meaning. From the tiniest detail to the interconnected works of art that adorn my entire back and legs, every tattoo tells a story. I’ve always thought carefully about what message a tattoo should convey and how the design should be crafted to do it justice.

What was the proudest moment of your career?

Miki: Without a doubt, the moment when Felix Leu, Filip Leu’s father, took me under his wing at the start of my career. He taught me almost everything I know about tattoos and the ethics involved—I owe him an immense debt of gratitude. It was the toughest school of my life, but his lessons were invaluable.

I still remember clearly how, back in 2000, I showed him my first tattoo book, *Flash – The Art of the Mark*. His pride in me was palpable, and that, in turn, filled me with great pride and deep joy.

When you look back on your entire career, is there anything you would have done differently?

Miki: Not really. I’m exactly where I want to be today because I’ve followed my path exactly as I’ve chosen to—with no regrets.

What are your plans for the future?

Miki: I want to continue educating people and promoting the “real” world of tattooing, even though that’s getting harder and harder. These days, people who know next to nothing often set themselves up as “experts.” I believe that before you teach others, you should have studied the subject extensively and in depth yourself.

It also strikes me that many tattoo conventions or seminars are organized by people who have very little real expertise. Instead of teaching others, they would be better off continuing their own education. But we live in a time when it’s often enough to simply claim, “I’m good at this; I know everything.” And unfortunately, many people believe that.

One small consolation for me is a line I learned from Tintin back in the ’90s: “In the end, everyone gets the tattoo they deserve.”

Thank you so much for the inspiring conversation, Miki!

We would like to extend our heartfelt thanks to Miki Vialetto for his candid remarks and the fascinating insights he shared about his work and the world of tattooing. If you’d like to learn more about his projects and vision, be sure to check outTattoo Lifeand don’t miss upcoming events likeGods of Ink.