Friday afternoon is a time when many Israelis are winding down, preparing for the Sabbath or taking a break at the end of a hectic workweek before heading out for a night on the town. But at Tel Aviv's Levontin 7 club, situated in a seedy, rundown neighborhood in the south part of the city, hundreds of young, hip looking Tel Aviv musicians have gathered to hear a presentation from Jeremy Hulsh, a shy and earnest Chicago native who speaks little more than a stumbling Hebrew.
But they have patience even when Hulsh switches to English. Because the purpose for this unlikely gathering is the launch of Oleh! Records, an ambitious new initiative which hopes to transform the way Israel is seen by Americans, while at the same time propelling some of Israel's most talented young musicians into the international limelight.