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Avi Elman

soWHAT Records, Strictly Rhythm
Avi Elman Beatport


Avi Elman is the producer/DJ/songwriter behind various production projects including UPZ and collaborations with Danny J; Avi also runs the successful house label soWHAT records.

Avi was born in Israel of mixed Turkish & Iraqi descent and raised in Kenya & South Africa where he developed a passion for Jazz, African and soulful grooves as well as being active in various live acts. He returned to Israel in 1997 and set up a recording studio in Tel-Aviv and DJ’ed in top Tel-Aviv spots such as Shalvata, Melle and Beach Bar as well as overseas.

In 2005 Avi established the UPZ project which has become globally recognized for its sweet fusion of house, soul, latin, afro-carib, urban & jazz-funk sounds. Releases and remixes have graced labels such as Strictly Rhythm, Farplane, Objektivity, Hi Rise (Defected Sub-label), Look at You, Bubble Soul, Camio, Cr2, Susu, Soul Candi, Tony Records and soWHAT record.

Avi also runs soWHAT records, Israel’s pioneering House label focusing on deep, soulful, afro and latin inspired house music. Release have included productions from top producers/remixers such as UPZ, Qness, Fabio Bacchini, Abicah Soul, Alex Senna (Sueno Soul), Avi Elman & Danny J, Mr. Cee, Jihad Muhammad, Reelsoul, Rasmus Faber, Euan Mitchell and Yotam Avni.