Victor Atomic Lerma is the co-founder of It’s Not You It’s Me Media and the creative force helping drive INYIM Radio. Since 2009, he has moved between breaking stories, shaping visuals, restoring forgotten images, cutting video, building digital projects, and finding new ways to keep independent media alive, original, and ahead of the curve.His path has never followed one lane. Victor came up through Fanscape, worked as a Junior Systems Administrator at Add2net Inc., spent nights DJing in Hollywood, and began teaching himself Photoshop in 1993—long before digital creativity became an everyday language. He is also a former music-video boy and has worked in artist promotions connected to Enrique Iglesias, Taking Back Sunday, Juliette and the Licks, and many more.Today, Victor supports international students by day while continuing to build INYIM’s visual identity, editorial voice, technical backbone, and worldwide radio presence. He is drawn to the artists, places, histories, and creative outsiders that deserve more attention. Whether he is reviving an overlooked story, spotlighting emerging talent, documenting Los Angeles, supporting a small entrepreneur, or programming the next track on INYIM Radio, Victor brings the same instinct to everything he touches: find what is special, make it look unforgettable, and make sure it does not get lost.