Category Archive » Interviews

They are one of the coolest and greenest Israeli startups, if you love gardening (even if you don’t) and aesthetics… Greenbo is what you need! We reached out to the founder and CEO Roy Joulus to bring you a little insight into why we LOVE this Israeli product.

Tell us about Greenbo

Greenbo LTD founded in 2008  bringing design & creativity by manufacturing high-end, prestigious design & quality products to the urban gardening domain.

Greenbo product’s main guidelines are based on simplicity, innovation and efficiency, while keeping safety as a priority.

Greenbo’s Designer railing deck planters and flower boxes’ unique saddle design means they can fit onto balcony railings around the world.

Greenbo cares about a green environment and acts according to the “Sustainability” ecological economics principles, by using high quality & recycled materials to ensure a long lasting product life cycle.

Greenbo’s high quality products last more than 3 years, minimizing the need for plastic

Some of our colors are produced from recycled plastic materials contributing to a green environment by re-using material.

The Greenbo product line is designed and manufactured in Israel, in a state of the art factory, with worldwide standardization of injection mold manufacturing, creating hundreds of work places in the plastic, packaging and design industries.

Greenbo’s factory employs people from minority population finding difficulties in job requirements in the free market. Greenbo’s factory is a partnership between Jewish owners and Arab owners showing a full cooperation between 2 populations in Israel in a business manner which can provide a social and financial solution to both sides living together.

With our Greenbo XL designed rail & deck window box we had just won the Red dot product design award for best designed product 2012.

http://en.red-dot.org/index.php?id=2839&detail=9849&no_cache=1

In addition, The Israeli Greenbo was the finalist in the YBI entrepreneur of the year competition in London sponsored by HRH the Prince of Wales s and bank Barclays,

http://awards.youthbusiness.org/winners/shortlist-roy-joulous/

and won the second place in the Creative Business Cup global competition

http://www.creativebusinesscup.com/greenbo

All of the above makes Greenbo a high end design environmental unique company.

Greenbo’s main products

Greenbo XL Designed Rail & Deck Flower box

Provides a unique solution for growing plants/flowers in an urban environment by simply placing it over your rail or deck, saving your balcony floor space.

Greenbo XL unique design allows it to be placed over any shape or form of railings without the need for special adjustments or effort.

With its built-in draining solution – 2 removable, cleanable & replaceable trays, anchoring mechanism for theft protection, patented stability mechanism and 6 special modern colors, Greenbo XL is a perfect design solution for a balcony.

• Fits all railing shapes and sizes up to 6” \ 16cm wide

• Patented rail design holds securely.  Self-mounting – no screws or brackets necessary

• Patented anchoring mechanism for theft protection.

• No drip drainage – Recycles water.  Contains a built-in drainage solution – two removable & cleanable trays.

• High quality materials ensuring long lasting product lifecycle

• Constructed from 100% weatherproof resin

Greenbo Planter |  Designed Rail & Deck Flower pot

Provides a unique solution for growing plants/flowers in an urban environment by simply placing it over your rail or deck, saving your balcony floor space.

Greenbo XL unique design allows it to be placed over any shape or form of railings without the need for special adjustments or effort.

With its built-in draining solution – 2 removable, cleanable & replaceable trays, anchoring mechanism for theft protection, patented stability mechanism and 6 special modern colors, Greenbo XL is a perfect design solution for a balcony.

• Fits all railing shapes and sizes up to 4” \ 10cm wide

• Patented rail design holds securely.  Self-mounting – no screws or brackets necessary

• Patented anchoring mechanism for theft protection.

• No drip drainage – Recycles water.  Contains a built-in drainage solution – two removable & cleanable trays.

• High quality materials ensuring long lasting product lifecycle

• Constructed from 100% weatherproof resin

How will Greenbo revolutionize gardening?

Greenbo revolutionizes gardening by changing the perception of growing vegetables, flowers and plants in an urban environment, bringing nature into your apartment in an innovative attractive way.

The Greenbo planters and flower boxes patented design allows it to be placed over any shape or form of railings without a need for special adjustments or effort. With a variety of 16 vivid colors, High end plastic polymers, and advanced planter mechanisms:  Stability ribs mechanism, Water recycling and more, Greenbo is a world leader in the urban gardening domain.

Who came up with the concept/design, what was your inspiration?

I came up with the Greenbo railing & deck planter concept from a real need\problem I had trying to grow my herbs and vegetables in my small apartment’s balcony while living in Tel-Aviv for many years.

Design and gardening were not my specialty. After completing my first degree, I got a job in the Hi-tech industry, for years I bounced from start-up to startup, filing different roles and climbing up to managerial roles.

After years of hard work and long hours working and achieving for the companies I worked for, I realized I could do the same things and better on my own. I decided to pursue my dream and study design (…which was always a hobby of mine) and so I did. As a gardener and design graduate, I was really amazed how many things can be created differently, with more design, more colors, more efficiency and simplicity. That was the moment I knew I was going to start my own business based on my ideas in the product design field.

The idea for Greenbo came as I was renting an apartments in Tel Aviv. The rent was expensive and the apartments were very small, I remember I could barely stand in my balcony. As a nature lover living in an urban environment, I really wanted to grow my own garden and so I insisted on doing so. So I started thinking creatively on how I could keep my small apt/balcony and still have a lovely garden with flowers and colors.

I started playing around with all kinds of ideas but at that point the only products available were the chip regular window boxes with metal hangers. I bought one and hanged it on my railing facing the street. I was amazed that the only color available at the time was white, dark green and terracotta brown which were terrible.

After hanging it I discovered few things:

1/ The window box was directed to the street and located beneath the railing so I couldn’t enjoy my flowers.

2/ Both the metal hangers and my railing got rusted.

3/ It was very unstable, a little disturbance and it could fall down

4/ It was not asthetically pleasing, to enjoy it, I had to cover it with HUGE flowers.

That was the moment I realized I have the perfect solution. While looking at the 2 regular flower boxes hanging facing each other (the street and the balcony), I’ve noticed the saddle shape they created, with that in mind, I decided to design a on-top railing flower box, made only of plastic with no metal hangers including a rib safety mechanism. In addition to the mechanism, I gave it a state of the art design available in many colours, making the flower box a designed object on its own. We made it wide enough to be able grow flowers but narrow enough to not to take too much space (…space is precious in Tel Aviv), and from there Greenbo started its urban gardening revolution. 2 of my best friends joined me Maya Golan & Meir Haklai and I convinced my father, Avi Joulus to come along on our journey, together we established Greenbo, an Innovative Israeli design global leading company.

Are you inspired more by Design or Gardening ?

I was inspired by the combination of creativity and nature completing each other.

I love nature, flowers, and plants and wanted to keep it in my life though living in an urban environment. I’ve also been designing for years always looking to bring clean designs and efficiency to my life. Once facing the need to solve the problem I had, I really felt that with the combination of these 2 hobbies I can bring innovative, simple solution for growing my own garden in the city.

The solution was so simple and so “reality demanding” that since day one I thought about it, it felt right.

Gardening is a way of natural design AND design is really using the beauty of nature, all is needed is keeping it simple, clever and always inspire to improve while keeping the environment natural and sustainable.

People are more and more interested in products that are environmentally friendly, what makes Greenbo GREEN ?

Greenbo cares about green environment and act according to the “Sustainability” ecological economics principles, by using high quality & recycled materials to ensure long lasting product life cycle.

Product life cycle

Greenbo planters and flower boxes are very solid, making them safe in extreme weather conditions over high floor buildings, in addition Greenbo products have a life cycle of more than 3 years, compared to the 1 year life-cycle of a regular planter, resulting in a lot less plastic waste.

Recycled materials and recycled products

All Greenbo products that are returned to us are recycled and used to manufacture other products. In addition, Greenbo’s white and black products are manufactured from recycled materials

Saving water and recycled water

Greenbo products have 2 removable drainage trays that the extra water drains to.

The extra water can be reused either on the same planter or on the one next to it. We wanted to give people the option of re-using water.

In addition, the roots of the plants are totally separated from the extra water allowing the plants to grow better and safer.

What do you mean when you say “Ecological economics principles” and how do you follow them ?

As stated above, at Greenbo we care a lot about the environment so we are implemented “Sustainability” ecological economics principles from our initial design and planning process.

Sustainability is based on a simple principle: Everything that we need for our survival and well-being depends, either directly or indirectly, on our natural environment.  Sustainability creates and maintains the conditions under which humans and nature can exist in productive harmony which permits a fulfillment of the social, economic and other requirements for the present generations to come.

In brief, there are two major ways of managing human impact on ecosystem services.

One approach is environmental management; this approach is based largely on information gained from educated professionals in earth science, environmental science, and conservation biology.

Another approach is management of consumption of resources, which is based largely on information gained from educated professionals in economics.

All of the above reflects the real revolution in Greenbo products embracing the main “Sustainability” principle of

Management of consumption of resources:

From the early stages of our product design we insist of bringing and designing our products to be environmental friendly. Besides the “green” mechanisms in our product like grey water recycle mechanism, Greenbo is very strict regarding the earth resources and continuity.

Many of the Greenbo products are made from recycled plastic materials, but not only this, each product returned to us or any damaged product from the production processes, recycled and new different product are manufactured from it, so every resource taken from our ground is used for eternity  saving the resources and keeping our planet greener and stronger. In addition, Greenbo implement one of the most important “Sustainability” principals of smart quality consuming, which means that each product produced must be in high quality and last for years and by that saving return purchase of cheaper low quality product and wasting the plant resources. In the last few years the attitude of purchasing cheap, low level, un-designed product become very common and caused a major waste in our earth resources consumption.  In Greenbo we have decided to change it. We design a very thick product, with extreme high quality which made the product highly durable and lasting for years keeping top quality and design. This non-economic step created a different environmental change, instead of buying in 3 years 10 cheap planters that will waste huge amount of the earth resources, you can buy 1 Greenbo product which will last for years. To see the world wide consumers today understating the importance of “Sustainability”, appreciate it and purchasing our product not only for its design and functionality but for a global cause like our environment and green earth is a rewarding exciting moment for us all.

Your product has recently received the reddot design award, Congrats! tell us about that.

As designer, the top acknowledgment you can receive is winning with one of our inventions the Red dot product design award that was always a dream of mine (and for many other designers around the world) and for Greenbo as a company. This year I and my partners made this dream come true with our Greenbo XL flower box.

Our second product won the prestigious prize of Red Dot product design winner 2012 along with companies like “Apple” Porche” and “HTC” and become one of the top leading design company who dictates the way along with other major companies globally. Receiving the letter of our win in this global prestigious competition, participating in the amazing winners ceremony in Essen Germany and being announced as the winners of this year and representing Israel in the top design global industry was a special moment for us all which will be long remembered:

Greenbo XL Designer Rail & Deck Window box awarded with important design prize – great success at the “red dot award: product design 2012”

Greenbo ltd. convinced the international expert jury of the “red dot award: product design 2012”. After an evaluation process lasting several days, it received one of the coveted awards, assigned by a 30-member expert jury. Creative heads and manufacturers from all over the world had submitted 4,515 designs altogether to the renowned product competition. With its high design quality, Greenbo XL Designer Rail & Deck Window box could inspire the experts. It received the globally sought-after red dot for its fine design language in the home & garden product design category.

Statement by the jury

“The innovative way of attaching these flower boxes gives them an unconventional and appealing appearance.”

http://en.red-dot.org/index.php?id=2839&detail=9849&no_cache=1

Your product is now being sold all over the world, how is the response?

The reactions are AMAZING!! Greenbo exports its product today to the USA, Canada, Europe, Australia, Latin America, the Far East and more creating a real global revolution. Consumers from all around the world contacting us to thank us for the products allowing them to bring nature again into their apartments and balconies, and the new perception we’ve created in the urban gardening domain.

In addition, due to the great responses and activity, few months ago we’ve established our local US company in addition to our base company in Israel, Greenbo LLC

The expansion to global local areas is done by the characteristics of each market and according to each market consumers’ needs and appreciation of new design home & garden products in this domain.

Our global attendance so quick to all world continents shows the amazing response we have from our consumers globally.

But we’ve only just started. Recently we’ve launched our Mix & Match products which allow consumers to design their Greenbo Planter and Flower box with amazing colors of the drainage trays.

On April 2013 we are planning to launch our new INNOVATIVE amazing NEW patent product which will be revealed globally continuing our Greenbo Urban Gardening revolution.

Why is it, in your opinion, that Israel is such an innovation hub ?

Yes, Israelis are very creative and practical people at the same time and I believe this is the exact qualities you need in order to bring innovation to the world and become an innovation hub.

When it comes to Innovation and Israel, does Size Matter ?

Size Does Matter when it comes to Israel and global innovation.

While facing a hard reality and the need to find sophisticated solutions to major problems in our small country, we are always thinking creatively. This situation creates a real innovation country –hub which produces each year many new creative innovative solutions, products and services to the global reality.

This year Greenbo won 3 major global competitions representing Israel in the creative industry with worldwide attendance of many countries from all continents, only strengthen the fact that we are an innovation hub wanting and creating a better world regardless of our country size and population.

Don’t forget to check out Greenbo’s website by clicking here

Like them on Facebook by clicking here

I recently discovered this very talented Israeli artist through youtube after stumbling upon the music video for his first single of his debut album! The clip is original, fun and an international collaboration! We are definitely excited to see what he comes up with next! We chatted with Yoni about his release, enjoy!

You recently released your first album ‘To the sugar mines’ tell us about it

‘To the Sugar Mines’ is a concept album. It tries to depict an apocalyptic and emotional state of mind: the desire to leave a shaking home behind, knowing that the outside world is also burning.

In Israel, singer-songwriters tend to create soft and melancholic music. I tried to fight my own melancholic nature with means of ‘primitive pop’: Happy, rhythmic, almost tribal pop music combined with pretty gloomy lyrics. I used very basic electronic style, inspired by B-movies and Sci-Fi movies, to create that atmosphere of joyful apocalypse.

Your first single, Allenby 40′ has a very interesting clip, tell us about that project, what’s the idea behind it ?

Thank you. During the days of the Israeli tent protest movement, I came across a powerful poem by a poet called Loren Milk. It tells the tale of a young woman, drifting from one unsteady job to another. As well as getting poorer and poorer, she gradually becomes more automatic, functioning like a sleepy robot.

So I wrote a dance-tune for the lyrics, something that could make the listener’s body move and come to life again. The video clip for the track is collaboration of 17 YouTube dancers from different countries. Each of the dancers received the track by email, and filmed himself dancing to it. If the heroine of the poem is getting more and more isolated, the video tries to create a small and temporary community of distant dancers – people that use their body as s forceful, joyful, instrument.

It seems like a very interesting way to bring people together, did many dancers respond to your challenge ?

I approached about 60 YouTube dancers I like. 17 of them replied quite quickly. I sent them a translation of the lyrics – and each one of them played with the concept in his or hers unique style of dancing.

According to the info on the youtube clip, the video includes 17 dancers, how many countries? 6 countries: Philippines, Germany, England, Sweden the United States and Israel.

Can dancers still get involved? if so, how many clips are you intending on producing for the song ?

I’m hoping to make a second video-clip. Dancers are invited to shoot a video of themeselves dancing to the music, upload it to YouTube and send the link to alenby40@gmail.com. You can download the track and read about the process here: http://allenby40.com/en.html

Are you intending on making more interactive clips?

I think so. We are currently working on some concepts. For instance – an interactive remix project… watch out for it!

Finally, you’re from Tel Aviv, any suggestions for people visiting ? Any shows coming up ?

If you can, go and visit the live shows of Dikla. She’s an amazing singe and performer that creates indie, Arab oriented, music, very melodramatic. http://www.myspace.com/bastanna

I will be performing with my band on December 16th at cafe Bialik in Tel Aviv – and on the 20th at the Pinzeta art festival in Tel aviv (http://www.facebook.com/events/106222659545775/?fref=ts)

Favorite clubs, Restaurants ?

I like the small restaurants in the Kerem HaTeimanim neighborhood (visit in the early afternoon). The Shesek bar is usually a humble-but-lively place for low-key clubbing. http://www.telavivguide.net/Tel_Aviv_Nightlife/Bars/Shesek_(Lilenblum_St.)_2005092858/

And finally, Does Size Matter ?

I guess it does. 21th century people are trained to love bigger things, bigger places, bigger names and louder voices. Maybe the one true challenge of our days – except for looking skinny-hot 24/7 – is finding a way to live ‘bigger’ without  making others feel  ’smaller’.

Check out some of the submissions!

His name is Spandy Andy Rimer AKA Spandy Andy, he’s a dancing Youtube senstation from Red Deer Alberta… He recently stared in a video for XL energy drinks Israel… we reached out to Andy to check out what’s begind the spandex!

Who is Spandy Andy ?

I am Spandy Andy!

How does a guy from Alberta (the perceived conservative capital of Canada) become well… Spandy Andy ?

Red Deer, AB gave me the fondation I needed to become a performer and I think Spandy is such an extreme opposite of “typical” Alberta because itwas my way of rebelling against the norm.

You are a Youtube Sensation, was that your goal ? Do you have any advice for others who are aiming for that?

My goals have been listed on my website as the following for the last 3 years:

1. Spread smiles and out of the box thinking. Inspire!

2. There is more to life.

3. Entertain for a living.

In regards to becoming a “YouTube Sensation”, I’ve had know idea where Spandy Andy would take me. I love YouTube and the power of social media. I’ve been using the internet as a tool to spread my message since I can remember.

You were invited to Israel by XL, was this your first trip to the Holy Land ? (Click here to watch clip)

No, I visited Israel with Taglit in 2005. I love the country, it is a beautiful place and I hope to bring my girlfriend for a visit soon.

What did you think of the country ? Any Favorite spots ?

The beaches in Tel Aviv were TIGHT & BRIGHT!!

Would you say Tel Aviv lives up to its international reputation ?

Yes, very liberated spirit in the city.

What about the Israeli People ? How would you describe them ? Do they live up to their reputation as HOT ?

Yes, the Israeli people are HOT. I love how unique everyone I met was, a really great mix of all cultures. When dancing at Gordon Beach, I found the people to be a bit posh.

And of course, does size matter ? (take this question as you will)

Size doesn’t matter. That’s why spandex is one size fits all!! ;-D

Photo by: Ella Nehmada

She’s hot, talented and a female electro DJ, what else can you ask for.  She is one of the hottest names in Israel DJs scene, spinning her tracks at the best clubs TLV has to offer. DJ Winnie Pootz recently returned from Azerbaijan, where she got a very warm welcome (read more here)

Who is DJ Wonnie Pootz?

Dj. Winnie Pootz (Inbar Rousso) was born and raised in Tel - Aviv and from an early age, one could recognize her artistic soul and many skills. Winnie studied acting, film, photography and writing, she served as director, editor of TV shows, photo-journalist and content editor as well as an actual producer in a record company; Hed Artzi. Her career as an artist in the music world has recently begun, but she has always been interested and thinking about how to repair and upgrade what her ears had heard. Winnie got her first chance to play in a neighborhood bar that she ran at that time. After realizing that music was the journey she was going to follow Winnie started her music studies at the College of Sound BPM , there she accumulated much more experience and knowledge regarding the production of music and creation with an emphasis on the next generation of electronic music.

What started as a hobby became a great passion intensified and received a significant boost from a receptive audience. From this point Winnie began her music search and trying to find her personal line.

How would you describe your music ?

At first I was connected to Electro Dutch, I then started being attracted to musical styles such as ”New York Swing’, and diverse house styles.  I then realized my connection to House music with emphasis on Tribal and Spanish styles.

Who are some of the artists/DJs that have influenced your music?

I draw my inspiration from artists such as CHUS, Dj FIST, Peter Brown, TONIC, David Penn, etc

Where is your favourite place to play ?

it doesn’t matter to me as long as the crowd is into it and ready to dance, but surely clubs like the Oman 17 have a huge effect on me & and also on the crowd

Does being Israeli influence the type of music you produce ? how so ?

It’s kind of hard to tell , it’s who I am .. i guess Israeli people know how to party well and going to clubs is part of the culture in Tel Aviv. I like all kinds of music – I am a Zeppelin girl , the ones I produce for the FFF are based on the theme of the party , i am all about happy but I also like epic tunes , ones that takes you on journey of time and space , I sometimes try to combine the 2 together like on “Shirazi’s Cabinet”

You’ve recently played in Azerbaijan, how were you received ?

I was received – to very much of my surprise with much love – the bartenders wore t-shirts with our flag colors, it was very moving. They took me on a tour to see the city of Baku and were very kind to me . It was a great experience

Male Vs Female DJs, differences?

In the electronic music arena , the men rules .. for now lol . I guess they can commit to it more and they are also producers and that is a big deal in this area. in my opinion it does not matter , the music matters . I think woman got into it much later and saw it as a profession .. give us some time lol .

Would you consider Tel Aviv to be a top Nightlife destination ?

TLV is for sure a legit place in the world in regards to night life. Every day you’ll have at least 2 gay parties and at least 2 good straight ones – on the weekend it’s crazyer. There is a special energy here and the people are very warm . it reflects on everything , you’ll hear it from tourists and International djs – they can’t get over this energy and they say :THERE’S NO PLACE LIKE TEL AVIV

What are your favorite spots ?

My favorite spots are OMAN 17 , RADIO E.P.G , THE GATE , BLOCK , EVITA

And of course, Does size matter ? (…in regards to Israel of course)

Size Never Matters, the quality does

His Lip-Sync production and innocent looks have made Idan an overnight YouTube sensation. He’s covered the likes of Madonna, Beyonce, Nicki Minaj etc…, Idan is the face of My Gay Trip in the latest TETU magazine and was featured in Gay.net, Winq Magazine and various Israeli newspapers. He’s talented, good looking and charming, seems like a winning formula! Check out our One-on-One with Idan… ENJOY

Who is Idan Matalon ? 

Idan Matalon is 23 yo boy that moved from Gan Yavne villige to the big city (AKA Tel Aviv) 2 years ago. While I enjoy the Tel Aviv Nightlife, during the day I work in education with teenagers from Bat Yam, a city south of Tel Aviv.

You are known for your Lip-Syncs, please explain what they are…

I basically create my own rendition of famous clips with Tel Aviv (in most cases) as a background. The Music is the same, but the background is original with me Lip Singing. My latest clip is a Lip-Sync of “Stay” by Tooji who will represent Norway at the next Eurovision

You became an overnight Youtube sensation, did you expect that ? 

I never Expected all the attention … even now I dont feel it…it feels virtual, not real. One day I decided to make a video as a hobby and of course, like anyone would, I uploaded it to youtube to get feedback as an artist…but never thought it would become so big!

You’ve become somewhat of an icon within the online Gay community, how do you feel about that ?

wow…” icon within the online Gay community”…sounds awesome. haha now seriously – It’s great for the ego. In Israel, the gay community is taking over the media, from hosts in reality shows, to music and dance and of course, YouTube sensations lol- it helps me GROW! Many people from the community are very excited to participate in my projects…so its Win-Win!

You were featured in TETU, how was that ?

It was freaking awesome being in TETU (as the face of MyGayTrip)
I’m working on a new video in Paris next week…The first thing I will do when I arrive is look for a copy of TETU, open it and then it will all become more real.

Tel Aviv’s reputation as an LGBTQ destination is at its all time high, do you think Social Media is partly responsible? 

I’m sure that Social Media is partly responsible for Tel Aviv’s reputation! I can see it from the letters that people around the world send me all the time…they keeping saying “I just search for the song of lady gaga and found your video… I never thought Tel Aviv was such cool/tolerant place… I want to go there… seems like a fun place with beautiful people ”

Actually I think that Most people do not intentionally look for “Israel” on Google or YouTube … and the fact that through popular songs and singers they are suddenly/unintentionally exposed Israel (not Gaza, and rockets and soldiers like you would see on CNN) – My project is a great way to showcase the real Israel.

We’ve noticed more and more Professional photos of you, are you considering modelling? 

hahaha not modeling… but I think that these pictures are good way to build the ‘Idan’ brand. I would like to become a spokesperson for different brands through my productions. Product placement is something I am interested in, I think my videos are a great way for brands to sell their products.

(Photos by Shay Galanti)

Let’s get a little more personal

Boxers or Briefs? Boxers
Boyfriend/Girlfriend? Boyfriend
First Kiss ? Rather not talk about it lol
Beyonce or Rihanna ? Beyonce of course
Enrique or Adam Levine ? Enrique

Now back to being a little more professional…

What are you favorite spots in Tel Aviv ? What would you recommend to Tourists coming for Pride ?

Dizengoff Center
Hilton Beach
Rothchild Roads
Ben Gurion Roads

My recommendation for Pride:

EVITA BAR – Wednesday night. I promote a party with Barak Krips called “KEN-TLV” – It’s a new line – HipHop&Dance Music all NIGHT! and of couse I recommend BigBoys Party and take some sun in Hilton Beach

What are you plans for the future ?

For the future – I wanna be the one who changes the Rules of Israeli and European Media. I want to show people that you can succeed without selling out to the world of television…I believe that when you’re doing creative things in your own way – your Passion is a lot more prevalant …not just a fake smile. So that’s MY big Dream…to be a spokesperson for Brands and to stay the same….(Innocent)

And of course, Does Size Matter ? (in relations to Israel of course)

SIZE DOESN’T MATTER!!!!!! and as Israel..I’m little too…just 1.65 m….

Want More of Idan ? Check out his: BLOG, YOUTUBE CHANNEL, FACEBOOK PAGE

by Val Sherman

Cher, Madonna, and Adele. One name. In Israel there is Rita. Born in Iran, she immigrated to Israel when she was eight years old and began recording songs in 1985. With occasional excursions to theatre and film, Rita is undeniably the most successful singer in Israel’s history. She has released 12 albums, each of which has achieved Gold or multi-Platinum status. Rita represented Israel at the Eurovision Song Contest in 1990. For Israel’s 60th anniversary in 2008, Rita was voted the Number One Female Vocalist. Her most recent album, “My Joys,” brings her back to her Persian roots and culture. “My Joys” includes 10 songs sung in Farsi and has already achieved Gold status, since it was released at the end of 2011. Only one word can describe Rita. Superstar.

1. You began working on “My Joys” in 2009 and it took two years to complete. What was the inspiration behind recording an album in Farsi?

To be honest, this is the shortest amount of time it’s taken me to record an album, usually it takes quite a bit longer. Some time ago, I developed a strong feeling that I had to stop everything in my life to explore my musical roots. I really had no clue about the adventure ahead of me. It revealed itself slowly with each step I took. I am stunned by the outcome of this Journey.

2. How did you choose the songs for “My Joys?” Do they hold any particular significance for you?

These songs are the soundtrack of my childhood. They reveal my family’s life story – the songs that my mom used to sing to herself, while cooking or dancing around the house. Her infatuation with music got to us all, and with the years gone by my mother’s singing became the background or incidental music to my family’s joys.

So the songs that I have chosen to record are derived from the joys and memories of my youth. And ballads require that I enter a different mode and mood for performance.

3. Were you ever concerned that the majority of your fans, who do not speak Farsi, wouldn’t understand the songs? Or perhaps, they wouldn’t want to listen to songs sung in Farsi, which is the language spoken in Iran?

I never really thought about it. This album is something I had to do. It is my home, my truth, the real essence of who I am as an artist. And I am overwhelmed and grateful to God that has created song, that he has made music, which can transcend nationality and culture, captivating Eastern and Western hearts as one. I have come to see that when an artist’s audience feels the loyalty and truth that he brings to his work, they are drawn to it, identify with it, love it. I’m hoping that they will find that here.

During the recordings, I was asked many times by surprised friends why I was recording in Farsi, a language currently identified with global threat and danger. My answer was that countries go through periods of anger and conflict, but language and culture – and song – are forever. This time is a nightmare and I hope and pray that we will soon awake to sanity, when the richness of the ancient Persian culture can be shared and celebrated by the world. The authorities do not represent the people. And, as has happened so often throughout history, music can open hearts and open doors so that the world may experience the warmth of the Persian community.

4. It would have been easy to leave your native culture behind, when you immigrated to Israel. Why was it important to keep your Persian heritage alive?

I don’t think my parents or I made any special effort to preserve our Persian culture when we first arrived in Israel. To the contrary, we worked very hard to assimilate, to learn the culture, the language, and to recover from the sense of foreignness that most immigrants feel. Yet despite these efforts to blend in, we carried with us the Persian culture, which is in our very DNA. And great multi-cultural societies like Israel are made so much richer by the mixture of cultures they share.

5. You mother sings one of the songs, “Mobarak Baad.” How did that come about?

I inherited my love of music from my mother. Toward the end of recordings, I realized that the project couldn’t be complete without her voice. My mother used to sing this song at all of her daughters’ and granddaughters’ weddings. I open the concert in a dimmed space and my mother’s voice recorded in the background, and only then the show begins.

6. Were you in any way changed over the two years you worked on the album? Did it affect the way you connect with your Iranian background?

This project was a great opportunity for me to reach deeply into myself. As I immersed myself in the work, I explored the lyrics. I asked my parents about the proper pronunciation. As I learned, I found myself wrapped up in a rich and colorful culture that I’d never known before. And I still feel like this is just the tip of the iceberg.

7. Can you imagine ever performing in Iran?

I do dream the one day I’ll perform in Iran. We must keep our innocence and our hope. We must send love and positive energy to the universe. And few things send these energies more powerfully than music. Few things have the strength to cross borders, break down the walls that separate us, and allow us to dream together. I believe that this can and will happen. Until that day, I want to introduce the world to Persian music, and light it differently.

8. Is there anything different you want your fans to experience from “My Joy,” as compared to your other recordings?

Yes, to reach more deeply to the roots of everyone. When a human being feels safer, he is more open to giving love and being loved – a love which goes beyond the romantic, to the deepest form of connection.

9. You have said that you still feel like a “little girl.” Did this contribute to your decision to write a children’s book in 2010?

It’s funny, but the book I wrote, “Shiraz’s Heart,” is also a bedtime story that my mom used to tell me. After my daughters were born I used to tell them this story too. Little by little I started to add more details to the original short story, and slowly it became a long one. I am so happy that the book has become a bestseller, and recommended by the education department. It is an enormous compliment.

10. You have also performed in musical theatre in Israel and in film. What excites you about working on stage and in motion pictures?

The truth is that acting and music are very different. I spent three years in acting school after the army, which is why acting is a big part of me.

12. Are there any roles in musical theatre you would like to perform?

Oh… yes, “Carmen”, but it is more opera.

13. What projects are you currently working on?

Nowadays I’m running “My Joys” concerts, so I put all of my heart and energies into them. This is a spectacular show, rich with colors and gypsy bubbly sounds. I just love it.

Rita – Shaneh (Official Video – Persian)

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