From spray-painted graffiti furniture dripping with individuality to sleek bedroom and living room accents, (Sub)Urban Home is a design haven for today’s creative professionals.

With a love for modernism, pop art and urban spaces, owner Ronnie Gene took his years of experience as an interior/furniture designer and an unfortunate stint with unemployment to dive into creating his dream business. Encouraged to seize the moment, Gene drafted a business plan, secured an investment, a business partner and the rest is history.

“I am incredibly fortunate to have what’s been given me, and I realize it’s usually a lot harder for most people. I don’t take any of it for granted,” said Gene.

Injecting a freshness and affordability to the interior design market, (Sub)Urban Home’s showroom targets a new generation of homeowners. While a bevy of furniture stores can be found throughout Los Angeles, Gene felt there was an ever growing clientele consistently being overlooked. They were the skaters turned pro, graffiti artists turned entrepreneur or the musicians and artists who couldn’t quite find the furniture and designs that embodied their style.

“I wanted to create a space that showcases some of these new ideas while creating a comfortable place for exploration and creation,” said Gene. “I tend to push the limits a bit, but not the bizarre.”

Being able to keep a hold on his creative restraints, Gene says, helps him turn his client’s visions into realistic, functional furniture and interior pieces.

(Sub)Urban Home is filled with affordable accessories and edgy designs. Essential to everything sold is quality. Marrying a decent price point with amazing quality was no easy task, but the extensive research on upholsterers and carpenters was well worth it in the end.

“There is this stigma on custom furniture and interior design being very stuffy and expensive, and I want to make it more casual. I AM our customer, and I get them more than they know,” said Gene. “I hope they feel that. I also want them to walk away and be inspired–inspired to think outside the box and be comfortable expressing themselves in their interiors.”

Advice from one successful artistic entrepreneur to the next, take time to learn about the business side of it all. Having amazing ideas won’t count for much if you can’t communicate with your customer base and sell those ideas, Gene said.

“Second, be realistic. There are so many things that we can create and sell, but not everything should be created and sold. Find a way to compromise what you really like with what will relate to people,” he added.

Above all, in the interior design industry, listening is key. Understanding the client, checking your ego at the door and learning how to fuse your expertise as a designer with the practical and not so practical desires of the clientele is essential to creating successful relationships.

“I love helping people. Whatever reason it is they chose to decorate for, I love knowing that I helped them create something they can be proud of. A home is our most personal space, and I am honored that people continue to trust me with theirs.”

For more on (Sub)Urban Home, their new furniture and accessories or just interested in visiting the showroom for yourself, check out www.suburban-la.com.

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Spec Sheet:

Name/Nickname: Ronnie Gene

Birthplace: Omaha, NE

Height: 5′11″‘

Random/quirky facts about yourself: “I was a DJ for 16 years. Was a personal assistant to a celebrity.”

Favorite things to do: “I love to eat, play board games with family, hang out with  my nieces and nephews.”

Most embarrassing life moment: “Working as a personal assistant to a celebrity.”

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Connect with (Sub)Urban:

Website

Facebook

Twitter

Director, producer, editor, director of photography on music videos, and more recently, commercials. How does someone obtain so many roles during production? I’ll tell you how: perseverance, dedication, determination and some seriously long hours and hard work.

Although born in Windsor, England, matt yang predominately lived most of his life in different parts of the world: From England, to San Francisco, Hong Kong, Japan, Seattle, San Diego and finally, the great city of angels itself – Los Angeles. matt yang began his first steps towards his career during high school, where he took a few classes in production. From there he jumped entirely into his craft by launching his own production company, titled myHD (matt yang High Definition) — operating as his own establishment by fulfilling temporary staff requests for production.

Working in the video/commercial circuit for approximately five years, he has directed music videos with artists such as: Christian Stone, War Stories, Evan Robinson, Rookie of the Year, and The Apple War. His most recent work entails, the completion of Jesse Barrera’s latest music video “Tangled Up.” While the majority of matt yang’s career has been comprised of directing music videos, he has slowly begun to transition into the commercial sector, utilizing the skills and knowledge he obtained as a stepping-stone for the advancement of his career. “I’m in a place where I’m really enjoying what I’m doing —[I have] really great clients, but I’m looking to what’s next, what can I grab.”

So how much exertion is given for the production of one music video? LOTS.

matt yang usually meets with a manager, band or a production company that he is signed with before receiving the project. From that meeting, a song, a budget and other miscellaneous details such as style preferences are given from which he draws up a treatment or a general synopsis of what the final product will be. After the treatment, revisions are given, ideas tweaked and then pre-production begins. After pre-production, we move forward to production — this usually takes place over the course of 12 hours. matt yang describes this to be a type of “controlled chaos… but that’s the beauty of it.” He further explains, “I’m very structured in the pre-production; I can get everything very clear, but by doing that I allow myself that… freedom [in production]…I know what I need to get, but I can [experiment] too. I have that structure to fall back on, and I leave it open to try different things.” From production we move to post-production. Per matt yang, he tries to get a rough cut to the client within two weeks and final product within a week or two of the rough cut.

As for commercials, matt yang is currently teamed up with two advertising agencies, Snowball Ad Agency and Nucleus Worldwide. Commercials come to yang in one of two ways: through production, where the concept has already been created and all that follows is production and post-production or through the advertising agency itself, where it dabbles around with a few ideas and wants the creative input of the director. From there, pre-production, production and post-production follow.

matt yang currently has a few things in the pipeline coming up — a few commercial gigs and a potential music video gig in New York — all of which are in the works. To check out matt yang’s work, you can visit his website at www.mattyang.com. You’ll definitely want to keep him under your radar; matt yang could easily be the director behind the next big commercial campaign you see or the music video you’ve downloaded and purchased off of iTunes.

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Spec Sheet:

Name/Nickname: matt yang

Birthplace: Windsor, United Kingdom

Random/quirky facts about yourself: “Grew up internationally.”

Favorite things to do: “Work on artistic adventures, travel, play with my dog, create, cook, eat, enjoy the small things in life.”

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Connect with matt yang:

Website

They have captured the uncensored darkness of Eminem’s gritty music lyrics for his “3 A.M.” video and directed an electrifying rock-show opener for Disney XD’s new series, “I’m in the Band.” They’ve created an enticing party atmosphere for P. Diddy’s signature Ciroc Vodka commercial and provided a playfully intricate show package for Rob Dyrdek’s Fantasy Factory on MTV. Weaving the richness of color, sound, music, motion, and cinematography into a vivid tapestry of entertainment has truly become one of Syndrome’s specialties.

Beginning as an LA-based mixed media art collective centered on showcasing gallery shows and installations, Syndrome ultimately grew into a creative boutique that now specializes in live-action directing and design for commercials, music videos, and broadcast. Consisting of artists Micah Hancock, James Larese, Mars Sandoval, executive producer Monica Blackburn, and a number of other dedicated team members, Syndrome is a powerhouse for creative imagery. With a project portfolio including Alicia Keys, The Black Eyed Peas, the NFL Network, Old Navy, Activision and more, signs of Syndrome’s success in the entertainment industry are clear.

“I think we have a nice balance of directing and design,” says Laresee – current partner and live action director with Syndrome. “We love mixing technology with soul. That’s why music and working with musicians is so important to us—it’s the best of both worlds. We used to be told our art was too commercial and that our commercial work was too artistic,” Larese said. “It’s as if we never fit into a category, and it really frustrated us when we were starting out. Now, however, that not fitting into a category is exactly what has made us who we are.”

Interested in cementing lasting relationships with their clients rather than focusing on the quick and easy dollar, Syndrome takes pride in the concept of return clientele. – Continual collaborations with networks like Spike and MTV and music artists such as T-Pain, definitely serves as a testament to the satisfaction Syndrome provides.

Whether they set out to tell a story in a single snapshot, 30 seconds, or 3 minutes, nothing is off-limits. Incorporating words, lighting, animation, and artwork, Syndrome creates an innovative platform for captivating audiences.

“To us success was achieved the moment we were able to support ourselves independently as Syndrome,” Larese said. “Quitting our day jobs and jumping in head first was the most rewarding and beneficial move we ever made.”

Fresh in the business, Larese recalls the founding team’s very first directing job outside of Los Angeles. They were about to find out if they had what it takes to make it. Ready and set to shoot in St. Louis for an artist’s music video, the city warned Syndrome to shut down just two days before the shoot. Facing fines from the city which feared that the particular neighborhood Syndrome was to shoot in would become unruly if they proceeded, Syndrome had to come up with plan B—and fast. In just 48 hours, thanks to some research, green screen magic, and a quick low pro mission back to the neighborhood with still cameras and tripods, the project went from almost failed to fully complete. With no harm done to the city, its residents, or the label, Syndrome passed their out-of-state directorial debut with flying colors.

“We learned a valuable lesson,” Larese said, “to always have a backup plan and to be prepared for anything because if it can happen, it probably will, so you better be ready to roll with the punches.”

Fast forward to 2010, and Syndrome is already starting the year off strong. With an array of upcoming projects spanning across the creative spectrum, the future for Syndrome is definitely promising. Unable to disclose specific details due to contractual obligations with their clientele, it’s safe to say that as the winner’s of the 2009 Bronze BDA at the Promax/BDA Conference and winners of 9 Telly’s at the 30^th Annual Telly Awards, whatever projects Syndrome currently has under wraps can be nothing less than exciting.

Aside from handling their business with celebrities and high profile clients, the team makes sure to try to take time for personal projects as well. This year they have chosen to create a short film set to feature a variety of styles and techniques. By never forgetting the passion that drove them to begin in the industry in the first place, Larese admits it’s very important for Syndrome to evaluate where they are and where they want to be—then do what they can to get there.

“We feel people can’t believe in us unless we believe in ourselves. Our drive and passion runs deep, and hopefully when a new client works with us, they get a sense of that,” Larese said. “Syndrome isn’t what we do, it’s who we are. As cliché as that sounds, it’s the truth. We have built this from nothing, and not a day goes by that we wish to be doing anything else.”

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Connect with Syndrome:

Website

Reflecting on my college days happens often. I remember it being an exciting time. It was a stage of my life where I finally felt independent, lived on my own for the first time, and made friends that would last a lifetime. But, I had more responsibilities. As an adult, it was my responsibility to wake myself up, shower, and prepare for class. In addition, I had to pay bills and be more aware of my life choices. As a result, I became more and more frugal.

I remember wanting to sell my books back thinking I was going to get at least half of what you paid in return, right? WRONG. Plenty of times I went to sell back different psychology books totaling nearly $700 and being told I could get back just $100 for ALL. Leaving the college bookstore in frustration, I would ask around campus to see if other students wanted to buy my books. Many would turn me down because they too thought they would receive more at the bookstore. Today, my books are sitting in my closet – somewhere, buried beneath clothes.

Obioma Okonko, 24-year-old Californian and recent graduate of Long Beach University, started 4WatitsWorth.com in September of 2008 as a solution to fix this problem. “I’ve always had an entrepreneurial mindset. I asked myself what did I need in college that I didn’t have? I needed books that I could purchase for a cheap price. My whole goal was to save money! I used to sit in class and think about how someone has to have the resources I need, and they are probably sitting at home using the book as a paperweight!” reflects Obioma.

As I listened to Obioma at Starbucks, I became fascinated. But I continued to question how his site was dissimilar from craigslist.com or amazon.com. I quickly came to realize that 4WatitsWorth.com bestows an assortment of forums targeting one’s educational needs. The site presents an individual with recommendations for tutoring (across any subject), acquiring items for dorms or apartments, study abroad experiences, travel tips, places to meet new people, or to make new connections.

“4WatitsWorth.com sells itself. It is a site for college students to make their life easier. There is always a shortcut to everything. College is hard. Life is hard, and your college experience shouldn’t have to be. If you can simplify it and cut the cost down, why shouldn’t you? It’s not about what you know, but about whom you know. Everything is recycled. Why not recycle an idea targeted for students? It’s for the students. I don’t benefit, I’m just the liaison.” Obioma declares.

After meeting Obioma, I felt driven. I instantly wished I could redo my entire college experience using his knowledge, using his site – because “life is hard and your college experience shouldn’t have to be” – Obioma Okonko.

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Spec Sheet:

Name/Nickname: Obioma/Obi/Mr.CEOBZz

Birthplace: Inglewood, CA

Height: 5′9″

Favorite things to do: “Read books, hang out with friends and family, and just relax.”

Most embarrassing life moment: “I had to stand on a box to take pictures because my 11th grade homecoming date was taller than me. I’m still reminded about that to this day.”

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Connect with Obioma:

Website

Twitter

Beyond the curiosity with celebrity who’s who and the hottest in this season’s fashion trends, woman’s interests are defined by so much more. Set out to create just the place for women to engage in deeper-rooted issues, 27-year-old Rachel Wagoner established The Online Grapevine. Acting as Director of the site, Wagoner designed TOG to compliment the many facets of the female character. Since its summer debut, the site has quickly become a promising platform for woman to explore and expand those interests and opinions.

A culmination of Wagoner’s academics and simple girls’-nights-out became the basis of TOG’s creation. With a Masters degree in communication management and a specialization in online communities, the web was the perfect arena for Wagoner to manifest her vision. It was conversations with girlfriends which centered around education, current events, and news that left Wagoner hungry to present a new avenue for woman’s topics.

“I’d walk away from these conversations feeling more informed, inspired, and motivated,” said Wagoner. “We have so many entertainment, gossip, and guilty pleasure websites, but what about a space online to talk more about thought-provoking topics?”

Fully launched to the public in August 2009, TOG offers stories, blogs, and female perspectives on issues ranging from politics and world news to women’s body image and health. In Wagoner’s movement to empower women through TOG, she also created a weekly segment titled The Sorbate, pronounced “Sore-bait”. The segment stems from the combination of the words sorority (sor) and debate (bate). The Sorbate is comprised of five young women from various backgrounds including advocacy members, community leaders, adventure seekers, or educators who take to the web to discuss and share their thoughts on a variety of serious and fun ideas.

With friends providing part of Wagoner’s motivation, her family has been an essential piece of TOG’s conception as well. As Filipino immigrants, Wagoner’s parents came to the U.S. to live  the American dream. Managing to overcome their own set of challenges has been an influential force in Wagoner’s determination to succeed. Memories of her grandmother also serve as a tremendous source of encouragement.
“I’ll always remember a saying she passed down to my mom, who passed it down to me. ‘Education is your weapon in this world.’ I think it’s the reason I started The Online Grapevine to begin with,” said Wagoner, “to help spread ideas and views so we could educate ourselves and read about things beyond our little comfortable box or bubble. [I hope] that if we could discuss more worldly topics, we could become more knowledgeable and increase [our] tolerance.”

Building TOG’s foundation on sharing conversations, debates, and an open online community of constructive criticisms keeps Wagoner pushing to make TOG bigger and better. Being able to excite a sense of pride into female journalism has proven to be one of Wagoner’s greatest rewards.

“I would like people in general to see that as young women, we can look beyond the fashion bags and focus on more deeper issues,” said Wagoner. “Don’t get me wrong, fashion is great, but there are so many more layers to who a young woman is, and we want to showcase those other layers.”

If you’d like to comment, read, or write for TOG, just visit www.TheOnlineGrapevine.com, and find out more about how you can share your voice and become part of this online community.

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Spec Sheet:

Name/Nickname: Rae

Birthplace: San Francisco, CA

Height: 4-11′3/4″

Random/quirky facts: “I’ve swam in a shark cage in the middle of the Pacific Ocean”

Favorite things to do: “Work, workout, run, peruse the Internet, hang out with friends and family, design work in photoshop, watch football, eat!”

Most embarrassing life moment: “Confusing my brother-in-law for my husband in Disneyland.”

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Connect with TOG (The Online Grapevine):

Website

“I think that what we’re really going for here is a place where people can come and see good art rather than [the] generic,” says Heather Rae, the VP of Booking at the Dakota Lounge in Santa Monica. Rising from Temple Bar’s ashes, the one-year-old music venue, restaurant, and bar strives to serve as more than just a typical music venue. Rae sums up the venue’s purpose by stating, “We wanted to use the best parts of what Temple Bar was and add our own vision of where we see the live music industry going.”

With each night geared toward a certain genre of music, Dakota Lounge aspires to leave no sound or style neglected.  ”We’re not just forward-thinking in terms of hip hop, electro, and DJ, but now we have this well-rounded spectrum of the future trends of all types of music, which [we] think is important.  We don’t want to focus on just one genre,” Rae comments when reflecting on the very diverse artists hosted by Dakota Lounge.  Performers ranging from Janelle Monae to U-N-I, Trevor Hall, Matisyahu, and Gray Kid have already graced the stage at Dakota Lounge and left audiences with many memorable experiences, including stage eccentricities such as an antlered host doing push ups between sets and on a rare occasion, Dita Von Teese in a porcelain bathtub beginning a dance number for Josh Duhamel’s and Fergie’s bachelor-bachelorette party.  Rae comments, “We’re in the live music industry so we don’t want to have bands just come in and perform just for themselves.  We want fully integrated shows where people have the experience of witnessing [a] band’s music, and the bands have the experience of getting out to [the] people.”

Aiding and abetting in these unforgettable nights are Rae and her co-worker Brandon Lavoie, who both handle the venue’s booking. The cause for the venue’s stellar performances and memorable acts derive from their live music philosophy, “It’s one thing to listen to an mp3 or see a You Tube clip online, but I’m a big advocate that the experience is what it’s really about.  I like seeing the bands play live, and if I see that energy in a positive way at that time, then I’m sold,” says Brandon.

In favor of the artistic experience, Dakota Lounge has started a Sunday-night ritual called “Across the Pond,” allowing more underground acts to venture into Santa Monica, including but not limited to, music found more frequently in the Silverlake area, as well as local artists – artists whose work premieres at “Across the Pond” and then remains on exhibit there for a month.  Rae mentions, “Up until Dakota Lounge, I was doing a lot of the really underground events like poetry book releases, and that’s kind of what I did…you’ll see that integration of art and DJ and music and culture more in smaller spots, but for our 300 capacity music venue to take that, I think that’s really cool.”

Dakota Lounge fills its nights with a kind of consistency allowing music lovers to bank on their favorite genre each night, each week.  Sunday’s “Across the Pond” aren’t the only recurring crowd, as Mondays are reserved for acoustic singer/songwriter sets, Tuesdays, rock, Wednesdays are college-themed night incorporating local, young, aspiring artists, while Thursdays turn Dakota Lounge into a salsa club.

Rae comments on the slightly off-beat Thursday nights saying, “It probably doesn’t fully play into Brandon and mine’s vision of what we want the music to be, but when me and Sabrina (one of Dakota’s two owners) lived together, we were always like, ‘we wish we had a sexy salsa bar, where we could put on heels and just go and dance to an authentic 14-piece salsa band like jamming and sweating on stage’…and literally on Thursdays we clear all the tables and chairs because every square inch is covered by people dancing by the bar, outside on the sidewalk, in the lounge it’s awesome.”

In the same way that you look for adventures and experiences with your friends, Dakota Lounge strives to do the same.  Rae reminisces over a recent Dakota experience saying, “In that moment, when you’re a part of this crowd, and experiencing something that is only happening because you put it together, you realize that this is what the industry should be about…it should be just a bunch of people that are all friends.”  And that’s the exact vibe the venue employs, literally.  The entire staff are the best of friends, filling in for each other, hanging out, and joking around, all while running a venue that emanates that vibe.

After all, Dakota is an Indian word, meaning friend.

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Connect with the Dakota Live Music Lounge:

Website