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soWHAT Records is the new imprint from UPZ's Avi Elman - and the literature on this project tells us to expect a lot of soulful music. We're certainly not disappointed.soWHAT Records is Israel's pioneering soulful/deep House & Urban label. The digi-label is run by Avi Elman, the producer/songwriter behind UPZ (United People of Zion). UPZ has had releases on ‘Look At You’, ‘Camio’, ‘Faderz’, ‘Soulfunk-Digital’ and forthcoming releases on ‘Farplane’, ‘Bubble Soul’ & ‘Soulfuric’. With UPZ support coming in from Brian Tappert, Audiowhores, Soul Central, Frankie Estevas, MOD & Rasmus Faber, soWHAT Records plans to continue delivering top quality house and urban music for your listening pleasure.

The label’s main focus will be House (soul, afro, deep and latin House) as well as Urban music. With plans to release productions by UPZ and sign other artists as well, with several top notch remixers on board such as Groove Assasin, Fabio Bacchinni, Anto Vitale and Alex Senna (Sueno Soul).