It’s a rap: 71 performers celebrate the genre on one Israeli album
‘Mitz LaMax’ has 16 original songs by generations of rappers and hip-hop artists
Jessica Steinberg, The Times of Israel's culture and lifestyles editor, covers the Sabra scene from south to north and back to the center
With the country at war, it was an unusual time to put together a rap album with dozens of Israel’s top performers, but producer Tomer Gershenman has been working on “Mitz LaMax,” his album with 71 performers, for more than two years.
“Mitz LaMax,” loosely translated as Juice to the Max, is a compilation of 16 new original songs recorded by Israeli rappers, including Tuna, Ravid Plotnik, Eden Derso, Jimbo J, Peled, Sima Noon, as well as Kobi Oz, Shaanan Streett, Nunu and others.
But it’s more than that. It’s a passion project by Gershenman and his musical partner and friend, Matan Sharon, who have hip-hop and rap in their blood, with production assistance from Roy Doron, the creative partner of rapper Jimbo J.
It was Gershenman and Sharon’s idea to bring together dozens of rappers of all ages in one album, in a celebration of the genre and its place in Israeli music.
They had never produced an album before and it took two and a half years, but it finally came out in December.
It’s an album that will presumably be loved by anyone already familiar with the genre in Israel, but it resonates for those less acquainted with it as well.
There are familiar voices here, such as Kobi Oz and Shaanan Streett, Ravid Plotnik, Peled, Jimbo J and Tomer Yosef. All told, “Mitz LaMax” includes 71 performers and 19 musical producers and is available on all musical platforms.
It’s an album that reflects widely on Israel’s rap and hip-hop scene, said Gershenman.
Most of it had been recorded before October 7, when Hamas terrorists attacked Israel’s south, killing more than 1,200 people and taking 251 hostages to Gaza.
“There was still a lot of work to do after the 7th, and for a while I felt like it wasn’t appropriate to contact people and talk about progressing,” said Gershenman, who paused for a time before returning to the project.
Once he returned to working on the album, the process offered an emotional recess and reaction to the traumas of war.
“It has all the veterans on it, and a lot of the younger generation as well,” he said, “We really wanted to have it all there.”
Some of the 16 songs, each performed by several rappers, include turns of phrases and lyrics that refer to the ongoing war and hostage situation, or just the general uncertainty of life in Israel.
The crew of old-time rappers, including Kobi Oz and Shaanan Streett, perform with several others in “The Rhythmic Parliament of the People,” rapping that “there is still darkness to dispel,” a familiar term from a well-known Hanukkah song.
J. Lamotta’s lyrics in “Around the Clock” include a reference to seeking shelter in safe rooms, with the line, “So even if the sirens are out there I’m here, ran to the studio and creates a protected space for me.”
Rappers Shazamat is also part of the compilation and had recorded their part on the album long before they served in reserve duty for several months.
Gershenman said he and his partners knew their audience would appreciate this compilation.
“Rap is back in the mainstream again, and it’s a healthy scene, with different kinds of hip-hop — the same art form but presented in different ways,” said Gershenman.
Gershenman, now 38, started listening to rap and hip-hop when he was a young teenager, first hearing his older sister’s favorite songs on a family road trip. At the time, they listened to American rap — Eminem, Dr. Dre and Snoop Dogg — but eventually, they discovered the Israeli scene.
“It was really an amazing time to hear the music and get to know the people involved,” said Gershenman, who grew up in Tel Aviv and recalls attending club shows that were open to younger teens during holidays and summer vacations.
He started his own Jigga Juice radio show 15 years ago while studying communications at Herzliya’s Reichman College and interning at the radio station.
He eventually became the music editor at the station, where he still works, and hosts Jigga Juice once a week, with rappers and other musical guests.
Each of the participating performers was happy to participate on “Mitz LaMax,” said Gershenman, and he’s pleased about its do-it-yourself nature and how it managed to resonate with people, so far passing more than half a million listens on Spotify.
