Exclusive with JB from Ozone Magazine 'the Benzino story, the distribution deal and what's next' By: Pookie Visit: Ozone Mag

When thinking about printed media magazines for Hip Hop and Rap your first thought is New York and
Los Angeles. Right in the South's backyard lies Ozone Magazine. This magazine takes the name from the city
of Orlando, FL where the main office is based. According to Julia Beverly, or 'JB', "Ozone" was adopted on
the underground circuit as a slang term for the city (Orlando) by rappers tired of hearing corny radio announcers
refer to it as "Jamlando" or 'O-town.' Ozone magazine provides great exposure and opportunities to the
independent music scene of the South. We caught with JB from Ozone and questioned her about the latest
news, business and gossip with Ozone magazine.

What they call you? Julia Beverly, aka “JB”. What's your position at Ozone Magazine? Publisher/editor. Whatever needs to be done, I do it. What were you doing before this? Aw, man. So many things. I had a bunch of different jobs. I was a portrait artist, computer technician, accountant, web designer, photo lab tech, etc. I started playing around with photography & graphic design as a hobby.

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Does that have anything to do with how and why Ozone Mag was started?

I was trying to build up a photography portfolio and linked up with a local magazine publisher in Orlando.
Instead of just sending photos, I started sending in complete layouts of album reviews, concert reviews, stuff like
that. The owner liked my work & brought me in as editor/co-owner. After about a year we went separate ways
and I started OZONE.

How long has Ozone been in motion?

About 3 1/2 years. Our 4 year anniversary issue is coming in May '06.

What's your gender and race?

I'm a white female.

Ahh, a lot of people didn't know that. I still have people coming to me thinking you're a black guy.
How difficult was it connecting with the entire music scene of the South?

lol. A lot of people have met me but some haven't. Sometimes I get emails like, “Hey, dude.” I wouldn't say it's
been “difficult” connecting with the scene. You run into racism occasionally, but the advantage is that people
always remember me. When you're different, you stand out. You can use it to your advantage. Plus, the fact that
I stay on the road has helped me build relationships with important people in the community and gain
credibility regardless of skin color. The only color that really matters in this business is green.

Speak on this new distribution deal for Ozone. Also, what level does this put the magazine?

We're in a great position right now. We've been distributing ourselves in-house for the last 3 1/2 years and built up
an impressive system where our product reaches most of the key people in our region consistently. We
recently signed a distribution deal with the country's largest magazine distributor (they also distribute The Source
& XXL). Our national launch is January 10th, featuring a double cover with Lil Wayne and Lil Scrappy.
We're expecting our circulation to triple in 2006. It definitely puts us in a position where we can compete with
the Source/XXL/Vibe category.

Congrats on that and I must also say thank you for the opportunities you have given Urban South as
well. What made you take a chance with us?

When you first reached out to me, you came across very professional and on-point. Since then, I've been
hearing good things about you.

That's real! We appreciate people like Ozone, Matt Sonzala, and others for not overlooking
the underground communities.

Yeah, Matt Sonzala is good people. Him & DJ Chill among other people have really helped OZONE become
huge in the Houston area.

Ozone mag is like crack in the streets. As soon as I'm on the scene with them people grab them
and cannot put them down. Will the formula stay the same?

Yeah, definitely. If it ain't broke, don't fix it. Being in chain stores & places we weren't in before enables us to
reach an entirely different audience. We still plan on hitting the streets & tastemakers every month to keep that hype.

Benzino.....lol Let's talk about this voicemail he left for the world to hear. First, bring our readers up
to speed. What happen?

I've been watching what's going on with The Source for a long time. I named Benzino “most successful extortionist”
in our “year-end awards” section. The whole section was supposed to be kinda funny (Michael Jackson got the
“OJ Simpson Award”, for example). I also wrote about the fact that they owe me money from freelance work I did
a year and a half ago. Dave Mays & Benzino called me 8 times one night flipping out and screaming threats. I
wished I had a recorder with me. A few days later, he left those two messages on our office voicemail. I sent out
the recording to some DJs and it blew up.

How long was the Jan. 06' issue out before he called?

It wasn't even in stores yet. One of our street reps had just dropped off promo copies in Miami and he called
that same night. So I guess he's checkin' for OZONE.

I love the Source magazine but they do the exact same thing if not worse in their magazine. This is the
part that lost me. What was your 1st reaction?

The threats were taking it too far. But aside from that I thought it was hilarious. “Slut-monkey-whore” etc. He
played himself.

What are you going to do?

Nothing. Like I said, he played himself. I'm gonna keep doing what I've always done, staying on the road to keep
up with what's hot, and working hard to meet these deadlines.

This voicemail has put Ozone name in heavy press rotation at one time including being interviewed
by Funk Master Flex on Hot 97' in New York. With this distribution deal you have, should we really
tell Benzino.... "Thanks for Everything"?

A: Definitely. He has impeccable timing. Big shout out to Benzino for all the free press, just 2 weeks before
our national launch. Funkmaster Flex, Wendy Williams, NY Daily News, Shade45 on Sirius,
sohh.com, allhiphop.com, hiphopdx.com, the list goes on and on. This is WAY better than a press release. And
now urbansouth.us. Thanks, Benzino!

What can we expect from Ozone in 06'?

Just trying to make every issue better than the last one. Also look out for that All-Star wekeend special edition
that's gonna be heavy in Texas.

When can we work on this Ozone Southern Tour or have this local show sponsored by Ozone in
Dallas, TX....lol?

lol..we have a few things in the works. We'll talk.

We appreciate your time. Give your last words and shout outs.

I respect The Source as the first, groundbreaking hip-hop publication. But they fucked up and lost credibility.
I've been watching the whole time to see what to do, and what not to do. Once I'm in a position where I'm
reaching millions of readers, I'm gonna try my best not to repeat those same mistakes. Owning a voice that
powerful is a big responsibility.

- Listen to the Benzino voicemail CLICK HERE

- Visit the Ozone Magazine website CLICK HERE

 

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