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Doing it Sub's way by: Leslie Bunder
FILED UNDER SOMETHINGISRAELI >> Arts & Entertainment

Subliminal
Subliminal

He's been described as the prince of Israeli hip-hop and in less than a decade, Subliminal has grown from rapping in his native Israel to an international audience and in the process setting up a whole lifestyle brand based around his success.

Born Kobi Shimoni in 1979 (his father was from Tunisia and his mother was from Iran - both had to flee persecution in both countries), Subliminal as a teen become a DJ and then put together a sound system for his crew which he called TACT - Tel Aviv City Team, which today is still a name used for his various business interests.
 
After spending time doing his army service (he also ended up as a bodyguard to Israeli defence minister Shaul Mofaz), Subliminal came back in 2001 and released his debut album Ha'Or MiZion - The Light from Zion and since then it has been success upon success.
 
Part of his success is down to a successful partnership with  Yoav Eliasi aka The Shadow.
 
When it comes to gigging across Israel, he is a stadium artist and gets tens of thousands to see him and his crew. A gig in Tel Aviv attracted over 34,000 people.
 
He likes to wear a large Star of David necklace.
 
"Everybody is now talking about being Jewish and wearing Star of David necklace," he says.  To encourage more people to wear them, he even gave away 20,000 Star of David necklaces to purchases of his CD.
 
According to Subliminal, a few years back even in Israel people would only wear a small discreet Star of David but now it is all changing. "Back in the day it was small and inside your shirt, so nobody should say it out loud you are Jewish, but now it is different."
 
And with Star of David proudly around his neck, a roster of artists on his label, Subliminal is giving a nation of Israeli hip-hop fans music that is inspirational as well as original rather than just trying to emulate American culture.

For more information: www.tact-records.com



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