He gained widespread popularity in 2015 thanks to a series of memes based on a television interview recorded in 2007 on Jesús Quintero's TV show Ratones Coloraos.

[7] In March 2014, footage from the interview was used in Egypt by the then recently outlawed Muslim Brotherhood organization to parody presidential candidate Abdel Fattah el-Sisi.

[2] The most viewed versions of the video subtitled Joya as the designer of the Nvidia GeForce GTX 970 graphics card, a designer of Team Fortress 2, a Valve employee discussing Dota 2, a Canon representative discussing the C300 camera, an Xbox Live employee describing the platform's system, and a cinematographer describing shooting on a Red camera.

[9] In March 2015, the meme received significant attention after the launch of the 2015 MacBook, where subtitles present Joya as a designer who worked on the prototype.

[14][15] In September 2020, Joya was admitted to the Hospital de la Caridad in Seville, where he underwent an intervention for a vascular problem and had a leg amputated.