The Source Magazine has been one of the major pillars of Hip-Hop and popular culture for over 27 years. Recently, the iconic brand has expanded its media, content and marketing offerings well beyond the pages of what started out as a newsletter on the campus of Harvard University, then the streets and hoods domestically and abroad (acknowledging the international reach and impact of the brand and culture).
In yet another strategic and measured step to further the digital and international scope of The Source Magazine, Chairman and famed attorney L. Londell McMillan of The NorthStar Group, owner of The Source (online, print and experiential activations) announced Simone “Boss Lady” Amelia will be joining The Source and HERSource as its new Content Director of the historic cultural and lifestyle brand, reporting to McMillan to implement the mission of The NorthStar Group.
Known as “The Boss Lady” in industry circles, Amelia has established a respected reputation—her early beginnings were inspired by The Source. “I am so very excited to join The Source Magazine. I can’t emphasize enough how The Source influenced the Hip-Hop lover, journalist and socially conscious spirit I am today,” says Amelia. “From editorial to marketing to branding to international expansion, I’ll be lending my lengthy expertise to the storied brand while learning and growing with our team.”
McMillan added: “This is a great day! For The Source, it gains an exceptional journalist and international influencer. For Simone, it represents a rare opportunity and a dream come true (working with The Source, the brand that inspired her passions and career). This is truly extraordinary.”
Simone Amelia started her career in her native Australia, where she founded and edited the country’s most successful on-sale Hip-Hop and R&B publication, Urban Hitz Magazine. She parlayed that success into a role specifically created for her as Content Manager of leading online retailer DrJays.com (a move that brought her to New York City) and then most recently shifted into radio, hosting shows on Hip Hop Nation (SiriusXM) and DASH Radio.
“I would beg my mother every month to buy me The Source as a pre-teen, which at the time was specially imported to Australia and therefore quite expensive. Its writers and editors spoke loudly to me through each page, sending a clear message that to be part of this culture was an honor. That Hip-Hop was unlike anything else, an uncomfortably beautiful bridge to endless possibilities. The Source truly taught me that a young ethnic girl from West Sydney, who grew up with a single mother thousands of miles away, could actually be part of the world she felt she belonged in, as long as she remained authentic to herself and put in the work.”
Putting in the work is certainly a well-known trademark of McMillan and The NorthStar Group. “It’s no secret that we require everyone to work hard and go the extra miles to advance and respect the culture. Simone is not only capable, she has a strong work ethic; we share values and vision,” McMillan says.
Amelia adds: “Londell McMillan is a powerful man and legend in the entertainment business. We share core values for producing content and vision to continue the digital and international growth of The Source. I respect him and the work he has done with The Source especially with its digital growth under very difficult conditions for all magazines. It continues to print while most magazines have failed and it’s online and social numbers are huge. We have a major platform with The Source and I look forward to our future.”
The Source has unique media assets and well known brands such as HERSource, Unsigned Hype, Five Mics, Source Sports, Source Latino, SOURCE360 and more, representing the “Voice of This Generation.” The brand has been and remains much “more than a magazine.” The digital growth of The Source has exploded recently and grown over 300 percent under The NorthStar Group while continuing to print it’s signature magazine known worldwide. The Source is intergenerational, multiracial, and offers a valuable male and female audience across an integrated 360 platforms with deep community insights and cultural equity. As a part of The NorthStar Group, its mission is to advance culture, educate, enlighten, serve and offer value to its audience, community and valued partners.
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The NorthStar Group is a media, marketing, consulting and production company specializing in music, entertainment, fashion, arts, sports, technology, corporate and community initiatives. Founded in 1997, The NorthStar Group represents some of the nation’s leading brands, celebrities, influencers, entertainers, websites and magazines including, The Source Magazine and Jones Magazine.
The Source (www.thesource.com) the leading international voice of Hip-Hop & Popular Music, Culture, Politics, Technology and Sports for over 27 years (print & online). The Source remains the industry’s most recognizable Hip-Hop media brand worldwide. For more information please log onto www.thesource.com. Follow us @thesource and facebook.com/thesourcemagazine
HERSource is an important component of The Source, online and magazine, covering Entertainment, Fashion, Beauty and Pop Culture for Women from a Hip-Hop Perspective. In each issue of The Source, there’s a curated HERSource section of content. For more information please follow @HERSource on social media and visit TheSource.com/Her-Source.
