Subliminal was born in 1979 in Tel-Aviv, Israel. He started creating Hip-Hop sections at the age of 12. He opened the first Hip-Hop club in Israel, and was actively involved in starting many others around Tel-Aviv.
Subliminal drew a team around him in order to pursue a single goal -- to fulfill the dream of "Real Israeli Hip-Hop in Hebrew". In forming that revolutionary team, "The TACT family -- architects of Israeli Hip-Hop", the first cornerstone of Israeli Hip-Hop was born, in the form of his first album; thus also began the team. When the album's creation was almost complete, Subliminal was drafted to 3 years of military service in the IDF and so the project was halted. With his army service complete, Subliminal converted TACT into an official label and signed a distribution contract with the record-company Helicon, and the first official Subliminal album was released, produced by TACT and distributed by Helicon.
Subliminal's subsequent albums, "The Light and the Shadow", and "Just When You Thought it was All Over", featuring guests such as Shlomi Shabbat, David D'or, David Broza and the TACT family, along with top artists from the United States, including Wyclef Jean and Miri Ben-Ari quickly became hip-hop classics, went double-platinum and gold respectively, and produced numerous hit singles. Subliminal and his partner The Shadow swept Israeli fans off their feet, both youths and adults, winning almost all the awards presented by the Israeli music industry along with the European Hip- Hop Achievement Award in Belgium. For a year and a half, they travelled abroad, performing on average 26 times a month.
In 2004 the album "Tact AllStars" was distributed, featuring all of Subliminal's label artists alongside top guest-artists, by Subliminal's own distribution company "Street-Voice Distribution". The album sold over 30,000 copies during the first week in the shops, and stabilized TACT as a leading record company in Israel.
In 2007, Subliminal co-wrote a touching song dealing with memorializing the Holocaust, "God Almighty When Will It End?" with the Grammy-awarded Hip-Hop violinist Miri Ben-Ari, with the aim of fighting teenagers' ignorance of the topic.
Unlike the image associated with rappers in the United States of criminals and gang members, Subliminal and The Shadow strives to be straightforward and develop a positive image, with lyrics supporting patriotism, respect for tradition, serving in the army, and fighting smoking, drugs, violence and crime. The education ministry and the council for road-safety used Subliminal and The Shadow as their spokesperson when dealing with safety and anti-drug education for teenagers.
Today, Subliminal is involved in many other successful side projects in and out of the music industry. He started a cutting-edge cellular content company called "TACT Interactive", selling hundreds of thousands of copies of his songs, independently becoming the leading company of its sort in Israel. He was chosen by the Foreign Ministry to represent the country as a musical ambassador overseas.
And this journey has only begun...
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