Demelza Leonard

Mum | DJs Wife | General Manager, Boss Mode Radio | Director, DL Social | Music Diva | Music Historian | Music Lover | Occasional Journalist

How many identities do you have?

I’ve definitely had a few different identities over past few decades… 

I am a Mother.

I am a wife to a DJ.

I am the General Manager of Boss Mode Radio an online station dedicated to small businesses, bloggers, start ups, boss ladies, scale ups, students, freelancers and anyone with a career and goals.

I am the Director of my own Marketing and Social Media consultancy DL Social. 

I am a former music journalist (although I do still present music on The Couch TV show) having worked for Xpress Magazine and freelanced for several urban (hip hop & R&B) publications. Some people may recognise my stage name from my time on Groove 101.7fm as Tha Diva.  

So yeah, definitely a few identities in there. 

What made you start Boss Mode Radio?

I wanted to create a platform that helped people to grow their businesses and combine my passion for helping them with my passion for music. I thought if there was a platform which inspired and informed with content but then motivated with a funky, upbeat playlist then it might just work. So, I set out to create Boss Mode Radio and two years later here we are.   

What was it like growing up in the Goudie household?

My maiden name was Goudie. J It was interesting. Haha. I am the eldest daughter to anglo Indian parents. So, I grew up with strict parenting and rules because my parents saw that it was important that my education and future always came first. But if I didn't stay home every weekend and spend all of those Saturday nights and Sunday evenings listening to Take40 Australia and Rick Dee’s weekly Top 40, I wouldn’t have the music knowledge I have today and wouldn’t have experienced any of the amazing things I have because of that music background. I might not even have met my husband!

What has been your biggest life lesson learnt so far?

I had a lecturer in my broadcasting class who said “If you ever get too comfortable in a position. Then you aren’t doing something right.” I’ve always remembered that, and it’s helped me to make some of those tough decisions that I have had to make in my career. Especially, that all important one of is the challenge of this position still here for me, or should I be looking at something else?

What do you believe your secret to success is, with balancing your many passions and pursuits?

I think I work very hard and I’m always learning, researching and finding out what else is out there. It also pays to try and be as organised as possible and to ask for help when you need it. Whilst I have worn many hats, sometimes you just need to let go of the reigns a little and let others help you as well. 

 But I also believe it is important to have time for yourself. Whilst juggling two businesses and a baby, I don’t have as much for me as I would like currently, I find when I’m researching music for the Boss Mode station I might put the headphones on and have a little dance and sing-a-long in my chair.

When I find things get a little too much, or I am in a situation that makes me a little stressed or angry, I’ll put on the headphones, and calm myself down with some good ol’ fashioned Gangsta Rap like NWA, Tupac, Notorious B.I.G, Snoop etc.

What is next for Demelza Leonard?

Hopefully a new house and a trip to Disneyland! Haha

DL Social is about to have a re-brand after almost 3 years in business, so I’m excited to see where that takes me and Boss Mode Radio has only just launched so I’m excited to see where that goes as well.

I think for now, I’m going to focus on those two businesses and being the best Mum I can possibly be to my son. I think having a toddler and two businesses will keep me busy for a while.

What advice would you give to other women out there who want to pursue their passions but don’t know where to start?

Do your research and assess the market because this will help you find your unique place in it. Anyone can run a store, or create candles or run a consultancy, but determine what makes you special and your business special. That will always give you a great advantage. 

I would also say, take the leap. Overcome that fear. We have all been there. If I didn’t take that giant leap to start my own Social Media consultancy a few years ago, I don’t think my pregnancy with Hunter would have been as “zen” as it was. My pregnancy was through IVF and I had gestational diabetes (towards the end pre-eclampsia) so it was a blessing that I was able to still work on my own time and keep myself calm as much as possible. It wasn’t why or how I set out to do things, but everything happens for a reason and I firmly believe that overcoming that fear and taking that crazy leap was meant to be.