Born and raised in Sydney\u2019s culturally diverse Inner West and of Lebanese and Cypriot heritage, Simone Kapsalides AKA \u201cBoss Lady\u201d is the perfect example of someone living out their dream. Starting her professional career in journalism at the age of 17 Simone went on to become the Founder\/Editor of \u201cUrban Hitz\u201d, Australia and New Zealand\u2019s longest running urban music and culture magazine. <\/strong><\/p>\n After relocating to the New York she is now the creator and host of the leading online street fashion retailer DrJays.com\u2019s entertainment channel, DrJays.com Live www.live.drjays.com interviewing some of the biggest names in the music and fashion industries.<\/p>\n Who were your influences growing up? Did you always want to be a journalist?<\/strong> How did you make your start in journalism; were you writing about music right away?<\/strong> Describe your time as founder\/editor for Urban Hitz Magazine. What were some of the highlights for you and how do you feel when you look back on that part of your career?<\/strong> Whilst running the magazine what challenges did you face?<\/strong> How does an inner West Sydney girl end up working for one of the biggest urban lifestyle brands in the industry right in the middle of New York City?<\/strong>
\n\u201cI wanted to be a journalist for as long as I can remember. I remember coming up with a family newsletter when I was about 10 years old, reporting on the goings on in my crazy, extended family. I also started a school newspaper when I was in the sixth grade (or Year 6, as we say in Australia). As for my influences growing up, I\u2019ll definitely say The Source magazine was a huge influence on my editorial style. When that magazine was in its prime, it was the perfect mix of music and relevant political coverage that spoke to my generation.\u201d<\/p>\n
\n\u201cWhile I\u2019m extremely passionate about news and current affairs, I was always drawn to music journalism – Hip Hop and R&B coverage, specifically. During my last year of high school, I was fortunate enough to get a summer internship (or work experience, as we say in Australia) at Juice magazine (a now defunct pop\/rock music magazine) thanks to the editor at the time (one of my mentors, Lisa Anthony). They were commissioned by Sony BMG to produce a special \u201curban\u201d music promotional magazine and I basically wrote half of it. It was my first published work and I still have copies to this day.\u201d<\/p>\n
\n\u201cFounding and editing Urban Hitz magazine in 2003 is my proudest career moment to date. Prior to it I had worked briefly on Request magazine (a free street press publication) but when I said I was ready to start Australia\u2019s biggest hip-hop and R&B publication\u2014a magazine you actually had to pay for\u2014people looked at me like I was crazy. Not only did people not believe the country was ready for it (especially when American magazines like VIBE and The Source were readily available) they also doubted me as a woman, as an ethnic woman from West Sydney, and so much more. I made the magazine the most successful urban music publication to come out of Australia and New Zealand to date, so I look back on that part of my career with extremely fond memories.\u201d<\/p>\n
\n\u201cI faced countless challenges. Building awareness of the magazine with basically no marketing or promotional budget was a big one. I worked my butt off organizing events, building relationships and making sure my \u2018word of mouth\u2019 game was strong! I was basically a one-woman team so it was extremely tough. I also had limited support from the major record labels, whose staffs didn\u2019t understand hip-hop and R&B music and therefore felt no need to promote it in Australia. This was a crucial factor and it truly stunted the magazine\u2019s growth. There was (and still is, from what I understand) little support for people like myself attempting to be an advocate for the culture.\u201d<\/p>\n
\n\u201cAfter three great years with Urban Hitz magazine, it was time for me to make another dream come true\u2014move to New York City. I had started a relationship with New York-based online clothing retailer DrJays.com through my magazine; I pitched an advertising and marketing deal to them because their brands (Sean John, Rocawear, Akademiks, etc) were popular yet unavailable in Australia at the time, and they shipped internationally. We worked really well together, so one day I told them about my dream to live and work in New York. They were coincidentally looking to expand their site and add content and lifestyle elements to it. The co-founder and CFO of the company, Jean Patrick Charles, interviewed me over the phone, liked what he heard, and had me on the first plane over to New York for an in-person job interview. I was in New York for two whirlwind days, met everyone in the DrJays.com offices and went through a grueling introduction to the company. Upon arriving back in Australia, I called them to thank them and they told me I had the job. It took me about a month to organize my visa and prepare for my new life. With two suitcases and a dream, I left Sydney for the next step in my career. Three and a half years later, I\u2019m still here.\u201d<\/p>\n