Saturday, April 18, 2009
JDub label takes eclectic view of Jewish music
Ask people for examples of Christian music and they'll probably mention church hymns, Christmas songs or the band Creed.
But Jewish tunes are harder to pin down. Many associate the music of the Chosen People with "Fiddler on the Roof" or Adam Sandler's "Chanukah Song."
JDub Records is trying to change this perception. Founded in 2002, the label is best known for releasing Matisyahu's debut album and proving that a Hasidic hip-hop artist can appeal to nonreligious music fans.
Even though the label hasn't signed another breakthrough artist, it continues to embrace its Jewish roots while reaching out to a broader audience.
"Our core mission is about developing modern Jewish culture," co-founder Aaron Bisman says. "But we can also reach people in the mainstream by delivering high-quality content. While the music is a way to reach young Jewish people, it can also stand alone as music for its own sake. We incorporate great design, and I like to think we reach a niche audience within the mainstream."
http://uk.reuters.com/article/musicNews/idUKTRE53H09K20090418
But Jewish tunes are harder to pin down. Many associate the music of the Chosen People with "Fiddler on the Roof" or Adam Sandler's "Chanukah Song."
JDub Records is trying to change this perception. Founded in 2002, the label is best known for releasing Matisyahu's debut album and proving that a Hasidic hip-hop artist can appeal to nonreligious music fans.
Even though the label hasn't signed another breakthrough artist, it continues to embrace its Jewish roots while reaching out to a broader audience.
"Our core mission is about developing modern Jewish culture," co-founder Aaron Bisman says. "But we can also reach people in the mainstream by delivering high-quality content. While the music is a way to reach young Jewish people, it can also stand alone as music for its own sake. We incorporate great design, and I like to think we reach a niche audience within the mainstream."
http://uk.reuters.com/article/musicNews/idUKTRE53H09K20090418
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