Asaf Avidan and the Mojos have certainly been moving in the right direction since we wrote about them back in June as being the future of Israeli rock and pop. The big boys have been sniffing, and yes, Asaf Avidan and his Mojos no w belong to giants Sony-Columbia. They have signed a four album record deal, which means their records, including last year’s outstanding The Reckoning, will be getting some big-time promotion and distribution.
Willy Ehmann, Senior VP Sony Germany, seems smitten by Asaf Avidan and the Mojos:
When you first listen to Asaf Avidan & The Mojos, you don’t know what to expect, but you quickly conclude to expect the unexpected from these guys. This is the sort of music that draws its influences from the smoking joints of the 70’s and the anarchic attitude of punk rock. And if Jeff Buckley was still with us, he would most likely join them live on stage. I am delighted that Asaf Avidan and his Mojos have chosen Sony Music’s label Columbia-Berlin for their home in this business.
The band’s reaction to the big news:
Sony-Columbia’s legendary logo, which decorates albums by Bob Dylan, Leonard Cohen, and countless other music icons, will now accompany our music as well. This is a dream come true for five kids from Jerusalem who grew up with great faith and love for music, and it’s almost impossible to comprehend this honor. It’s so fulfilling to see that the hard work by the band and those around it has made the impact we we’re hoping for. It is important to emphasize that this is but another stepping-stone in the band’s ever-building path, we have a long way to go. We are happy, honored and proud to now call Sony-Columbia our home.
Cracking on with business as usual, their new single has just been released, “Got It Right”, which you can hear here on their myspace page. It’s another great track, and perhaps easy to understand why Sony were prepared to splash out some big bucks on these guys.
As for seeing Asaf Avidan again in Israel, you’ll have to wait until October 6, when they headline the Arad Festival. Until then you catch them in Germany, see their myspace page for more tour details.
We’re still hugely impressed.