Tamir Muskat, co-founder of Israel-based independent label APE Records, decided to take a whole new approach.
But who is Tamir Muskat?
Tamir Muskat is the founder, drummer and co-producer of the Balkan music group Beat Box but also producer and arranger for various well-known artists of the world music scene such as Gogol Bordello or Asaf Avidan. With such success, he wants to create his own independent label by producing eclectic music; APE Records becomes Israel's first alternative music label.
With a music industry that is constantly regenerating, Tamir Muskat has bet on an independent label with a 360 content strategy, that is to say a strategy that produces music but also video and images. The specificity of this label is certainly the way it works: its particular method revolutionizes the music industry by thinking of a 3.0 strategy.
The label produces artists by first developing their artistic sense by composing singles and not albums. Tamir Muskat is particularly aware of the current consumption of music and therefore proposes a new business model that adheres to this evolution and its market.
The label creates from scratch: this process leaves a lot of freedom to the artist which allows him to find depth in his musical creation. His composition will then be translated into an image to obtain a visual and a piece that make body and soul. Tamir Muskat reminds us that: "It's a new approach to understanding music, {…} create with the many artists to keep our connection."
Good discoveries at APE Records
Marina Maximilian – My boy
Born in Ukraine and then immigrated to Israel at the age of three, we feel in her music the plurality of cultures that produces her musical style, a great discovery for me!
Elisee Akowendo – I Dey Shina
Elisee Akowendo is the Ivorian who makes Israel dance!
Marketing engineer in Ivory, he decided to leave for Israel to realize his dream and live his passion: music. There, he met Tamir Muskat and signed his new single on APE Records. Mix of afrobeats and jungle, singing in broken English and baloué (language native to Côte d'Ivoire), "I Dey Shina" may please many people!
LOCO HOT feat A-WA – I'm a Tribe
LOCO HOT is an association between Tamir Muskat, the co-founder of the label and drummer and singer Gilad Kahana. A-WA (which means "thank you" in Arabic) are three sisters who combine traditional Yemeni music with electronica and hip-hop. Their single is indeed an APE Records production by the originality and the mix of sound and video clip that perfectly reflects the music.
