In a large Metropolitan hub such as Tel Aviv, you are bound to find many options if you wish to advance your musical ambitions, but few are as passionate about finding a raw talent and cultivate it into a complete artist, regardless of genre. In comes Rubi Reuveny, a prominent music producer, significantly contributing to the advancement of new artists and creators in the country.
His father, Dror, was one of the founders of "The Reuveny Brothers," which became the leading company in the Mediterranean music scene in Israel during the 1980s. They produced and represented numerous artists, including Boaz Sharabi, Zohar Argov, Haim Moshe, Dudu Topaz, and Ofra Haza, among others.
In 1991, at the young age of 15, Rubi began playing keyboards, accompanying club singers. There were times when people doubted he was supposed to be playing in clubs with an entry age of 22, as he was only 15 and looked even younger.
After working with many club singers, most of whom were unknown, Rubi received a phone call in 1994 from Avihu Medina. At just 19 years old, Medina invited him to join his team as the main keyboardist and later as the musical director of the band, participating in performances both in Israel and abroad, as well as in numerous television shows where Medina was a frequent guest. For Rubi, who had been playing mainly in small, obscure clubs, often until the early hours of the morning, this was a significant breakthrough.
In 1996, Medina asked Rubi to help integrate a young 18-year-old guitarist into the band. That guitarist was none other than Dudu Tassa. Tassa turned out to be a musical genius and a top guitarist, successfully replacing two guitarists who had been in the band until then.
In 2009, Rubi founded Shir Studios - Promoting Artists and Creators, and since then, his main work has focused on advising, guiding, and producing for new artists and creators in Israel.
When exactly did you decide that you wanted to turn your love of music from a hobby into a profession?
It was around the age of 12 while I was learning to play the organ. At the age of 15, I already went out into the field and started to entertain singers for a fee as a keyboardist.
What genres of music did you listen to growing up?
My childhood was in the 80's so I probably know the hits of the 80's by heart because I grew up on them. In general, I think that until today there has not been a decade that blessed with the amount of better melodies in light music as in the 80s.
When did you start Shir studios?
In 2003, I started my activity in the recording studios, which were initially called Shir Mezmat. It started from the recordings of songs and music videos for events. In 2013 I started the activity in what is today called Shir studios for the promotion of artists and creators.
Which musical artists who are known to the Israeli audience start recording songs in your studios?
As a musician I had the opportunity to collaborate with Eyal Golan, Dodo Tessa, Avihu Medina, Ron Shuval and many others.
When did the idea for "An Evening for New Voices" come up?
It was in January 2012. It was raining outside and it was cold. I was in the studio, drinking coffee with a very talented singer-songwriter. He told me that he has been working for about ten years, recording albums, investing a lot of money, time and talent, and he has no bookings for performances at all. I asked him what he did for a living, and he revealed to me that he works as a security guard for a living. When I heard him sing my heart sank. He was really good!
And then I actually realized that he represents a problem for a lot of new creators - how to actually get exposed and reach the general public. So it is true that there were the reality shows, but this is something that is not suitable for everyone, and even among us the chance of getting exposure there is very, very small, because tens of thousands of applicants approach each such program. And so I came up with the idea of putting on a show that would give a stage, exposure and recognition to new talents in music that usually don't get it, and I decided to call it "New Voices".
In addition to recording songs, what other services do your studios offer?
Part of the point is that when a person records an album with us, he also receives as a bonus personal counseling and support so that he knows how to conduct himself properly in the industry. And it makes a difference.
When is the next time we can hear musical talents in "An Evening for New Voices?"
The next show is going to take place on August 7, 2024 and I would love to see you there!
- Wish to sign up or record a tune while in Tel Aviv? Call Shir Studios at 052-8689868!