Subscribe to Print Edition | Thu., January 29, 2009 Shvat 4, 5769 | | Israel Time: 01:51 (EST+7)   Back to Homepage web haaretz.com Haaretz Toolbar Diplomacy Defense Jewish World Opinion National Print Edition Car Rental Books Haaretz Magazine Business Real Estate Joy of Giving Travel Week's End Anglo File

'Happy music' in a sad country By Noya Kohavi Ask the people who draw up the radio playlists," says Michal Amdurski. "Pop lyrics are considered shallow and trivial. To my regret, pop ranks low in Israeli music. For the past 13 years, I've been asking myself why this is happening, and I still haven't found a decent answer. You can't remain indifferent to Katy Perry, Britney Spears or Beyonce. I can't find a single reason why pop in Israel is met with such apathy." Amdurski's upcoming album will feature some heart-stirring ballads, but also a lot of rhythmic pop songs with "easy words and lots of meaning," she says. "Many times I hear songs on the radio and don't understand what the singer meant. That's not the case with me. You understand exactly what I am talking about in my songs. I'm not trying to be elitist or sophisticated. Incidentally, it's the easiest thing of all to be incomprehensible." Advertisement With her new single, "Rock Stam" (Just Rock), Amdurski settles accounts with her ex-husband Asaf, and simultaneously has a go at rock singers. "In pop, the production costs are a lot higher," she says. "Every photo that appears in the newspaper is costly. Compare that to the rocker who just shows up with a T-shirt and a cigarette in his mouth. In pop, everything is big and shiny, the expenses are high and if you are not well-received by radio disk jockeys then it is difficult to attract investors." "Every market apparently has its own needs and its particular way of operating," explains radio broadcaster Ofer Nachshon, "and pop singers were never the main attraction here. Israel is more of a rock country - you see it in what Galgalatz (Army Radio's music station) prefers to play. Here and there some minor pop stars appear, but the rock artists overshadow them." Incidentally, this week's Galgalatz playlist will feature Amdurski's pop single, but it stands alone in a sea of music by such artists as Dudu Tasa, Berry Sakharov, Uri Marek, Boom Pam, Idan Raichel, Eyal Golan and Kobi Aflalo. Conversely, the station's foreign-language playlist includes such straight-up pop stars as M.I.A., Beyonce, Britney Spears and Rihanna. "Israeli pop is very different from pop overseas," says Tomer Adam Lenzinger, a music producer and promoter. "Israel isn't going to produce any Britneys, because that would require a production that corresponds to contemporary dance, hip hop, R&B and superb styling. What sell in Israel are female singers who play their acoustic guitars, like Banot Nechama and Alma Zohar, Ahava, Emunah, Rastafari, Sharwalim and Shanti. The people of Israel are not hedonistic. The most popular bands here are Pink Floyd and Radiohead. Pop is supposed to make you forget your troubles, to be light-hearted music that embraces, moves and fuels life." "What makes people move here is first and foremost sadness, and pop is mainly happy," continues Lenzinger. "A musician with an acoustic guitar is viewed as more credible in Israel, even if he makes music his grandfather listened to. For whatever reason, we choose to be stuck in a whimpering mode or in serious, melancholy lyrics - perhaps because we suffer from the acoustic guitar syndrome and songs from memorial days. The record companies have a responsibility to spearhead new moves but they haven't done so adequately. Some people accuse the companies of stinginess. I accuse them of not knowing the material." There is a feeling that pop is viewed here as a purely financial product, without any artistic value. "In pop music you have to look really good, to dress up, to move well. It's something we aren't good at. The singers in Israeli pop, for example, don't dance: They roar, showing what great big voices they have. As for the look? In Israel there is this ethic of not dressing up. A Knesset member will go around with an open shirt without a tie - everything is direct, sort of casual, the most important thing is to be comfortable. People go to weddings here wearing Bermuda shorts and flip-flops and a kibbutz T-shirt. How about a little local glamour?" Orly Amgor-Sheffer, a partner in the Pop Art musical management company, doesn't think any local female pop stars will go the route of Kylie Minogue or Christina Aguilera. "We're a small country," she says, "and it would seem bizarre to me for female singers to start wearing nightgowns to the ATM." Amgor-Sheffer suggests that the difference between international pop and Israeli pop is the local industry's small size. "At recording studios in Los Angeles, there is someone whose job it is to merely hand out chocolate," she explains. "When you see gold records on the wall with 20 million copies sold, you start to understand the magnitude of the gap between us and the rest of the world. Elsewhere, the industry produces immense sums of money and someone like Rihanna can afford to arrive at the studio with an enormous entourage for just a few minutes." Nevertheless, Amgor-Sheffer notes that her company makes an effort to foster a glamorous image for its stars, each according to his/her personal style. "We make sure to work with only the best designers, stylists and make-up artists. We work, musically and perceptionally, on the basis of models from abroad and we do not compromise when it comes to 'look and feel.' Even if we do not sell tens of millions of records, there is no need to be passe. Israeli glamour is adapted to the local scene." Pop Art manages such local artists as Roni, Emily Karpel and Shiri Maimon. Amgor-Sheffer describes herself and her business partners Uri Bar-On (the son of Roni Bar-On, CEO of Helicon) and husband Gai Sheffer as academics, lawyers and jurists who are coming from a commercial mindset. The star who best represents the company is without a doubt Roni Duani, aka "Roni Superstar." "Roni is a proven success," says Amgor-Sheffer. "For example, there was the incredible collaboration with the Banana swimwear company. The ad campaign complemented her summer song, which was a cover version of Adam's 'Sod' (Secret), and there was also a video clip with bathing suits." No matter the reason, it is obvious to all that the Israeli pop scene does not come close to meeting global standards. The question is whether it should even try to do so. Does the mere desire of the industry to manufacture stars based on Western prototypes end up underscoring the poor quality of the imitation? There may be better models to emulate. Trance, for instance. "Trance is a local pop mutation," says Lenzinger. It has made quite a buzz on the local scene without the huge sums invested abroad. As compared to the local pop scene, trance has made a powerful mark without any pomp and circumstance. An alternative kind of pop that has succeeding in flourishing in Israel draws its inspiration from local roots. "Local pop music is either Mediterranean or Mizrahi," states Nachshon. Amdurski concurs: "I am hoping that the same revolution that took place in Mizrahi music will take place in pop music." Bookmark to del.icio.us   Detaining rights Rights groups: IDF subjected Gaza detainees to deplorable conditions. Putin vs. Barak Did Barak quote Putin or did Putin quote Barak with the "on the toilet" statement?

Read & React IAF strikes Hamas tunnels in response to Gaza border blast Responses: 68 Editorial: Obama must let Israeli voters know he won't allow settlement building Responses: 52 Iran arms ship released by U.S. Navy now 'sailing to Syria' Responses: 76 Eyal Benvenisti: Independent probe of alleged Gaza war crimes needed now Responses: 20 Hamas captives tell Shin Bet: We used Gaza mosques to hide arms, for training Responses: 60 More Headlines 01:04 First Qassam since end of Gaza op hits Negev 22:27 Report: Massive Hezbollah attack against Israeli target in Europe thwarted 21:22 Olmert to Mitchell: No deal on Gaza crossings until Shalit issue resolved 22:32 Hamas rejects Israel's Gaza cease-fire conditions 20:40 Venezuela gov't: We're honored Israel expelled our diplomats 18:43 Egypt FM: Hezbollah, Hamas and Iran cooperate to provoke conflict 21:48 Top U.S official: There's no way to stop Iran's nuclear program 15:24 Did Barak quote Putin or did Putin quote Barak? 16:49 South Africa Jews slam deputy FM's anti-Semitic comments 20:11 Rights groups: IDF subjected Gaza detainees to deplorable conditions 16:48 Report: IDF probing racist graffiti left by soldiers in Gaza 21:11 Tony Blair: International strategy on Gaza hasn't worked 14:44 Rightists in Israel predict dismal fate for Obama envoy's efforts 10:05 Top UN official blasts Hamas for 'cynical' use of civilian facilities 12:15 Hamas captives tell Shin Bet: We used Gaza mosques to hide arms, for training 12:15 Who puts up a mezuzah in space? A Jewish astronaut Previous Editions Select Day 28 jan 27 jan 26 jan 25 jan 23 jan 22 jan 21 jan 20 jan 19 jan 18 jan 16 jan 15 jan

Special Offers Advertisement Summer in Israel Israeli style - Tzofim Chetz V'Keshet 2009 Passover Vacations The BEST Passover Vacations around ? Mexico, Arizona and Florida Blue And White Forever Israel Army T-shirts Wear with Proud Donate the Soldiers Kit You can make a direct IMPACT! on the life of an Israeli soldier State of Israel Bonds During this time of market volatility, Israel bonds can help. SURF RAMBAM Keep current about new-wave medical care, education and research. Camp Kimama Israel 2009 The best place for your children this summer Fattal Hotel Chain Perfectly located hotels on best resorts of Israel. Eldan Rent a Car Israel's leading car rental company offers you a 20% discount on online reservations Jewish Singles Personal Ads Find the love of your life on JDate.com Junkyard Junk a car - get free towing nationwide and a tax-deductible receipt

Home | TV | Print Edition | Diplomacy | Opinion | Arts & Leisure | Sports | Jewish World | Site rules |

| Makom: Engaging on Israel | Search engine marketing

Haaretz.com, the online edition of Haaretz Newspaper in Israel, offers real-time breaking news, opinions and analysis from Israel and the Middle East. Haaretz.com provides extensive and in-depth coverage of Israel, the Jewish World and the Middle East, including defense, diplomacy, the Arab-Israeli conflict, the peace process, Israeli politics, Jerusalem affairs, international relations, Iran, Iraq, Syria, Lebanon, the Palestinian Authority, the West Bank and the Gaza Strip, the Israeli business world and Jewish life in Israel and the Diaspora.

© Copyright  Haaretz. All rights reserved