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Assaf has a revolutionary concept of how to enhance the music of today. With indepth knowledge of how the music industry is changing, Assaf guides his Artists through every step of the recording process, giving musicians a product that is ready to get them signed with a major label. Born in Israel, he started as a bass player drawing influences from classic rock and eastern music, and recorded and performed with Israel's top artists. 1994, Assaf moved to New York and immersed himself in the sound of funk, r&b, hip-hop, blues and rock. During this time he recorded and performed with artists such as Grant Green Jr., Matt Smith, Michael Powers, Viper, Moe Holms, Yo-Mama, and producer John Robinson (Erykah Badu). In addition, he collaborated with Brian J. Gitkin(Pimps of Joy), Tamir Muskat(Balkan Beatbox) and formed the band "The Penniless Wilds" with international success for 8 years. During this period, they toured the US and overseas, releasing 3 albums, and 2 Ep's. In 2002, Assaf formed the record label Galactica Records with Opher Ysraeli (India Drop/Songstoyoureyesltd.). They released 2 albums and a compilation relesase for Shiva Records based in Germany. In 2003, Assaf joined the tour of Warner Bros. recording artist Lizzy West as a programmer and keyboardist. Later in the year he formed a band with Yula Beeri called "Nanuchka" where he performed as a drummer for 11 months, and recorded and released an Ep. With all of his experience behind him, Assaf devotes himself to produce established and up & coming artists. In 2003, teamed up with Eitan Graff, to form Yellopop Productions.Through out the years of Yellopop Production (2004-2006) Assaf produced and defined the sound of many new up and coming artists in the Northeast.(Derek James, Argyle Johansen, Bryan Eich, Lion of Ido, Alison Breitman, Johanna Stahley, Jones Microphonic) In 2007 Assaf moved on to form "Blue Jay Way Music Production Inc.". Assaf continues to produce top quality music with a unique sound. Currently, among the artists Assaf is working with he is recording two albums, a series of original love songs called "Your Amazing Foolish Ways" and the other a completely new sound project titled "Electro-Morocco".