SELECTED WORK / 01
HAIFA KNOWS HIP HOP
CREATIVE DIRECTION · MUSIC DIRECTION CONTENT · COMMUNITY
FROM HOUSE PARTIES TO A WEEKLY INSTITUTION.
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THE NEXT TUESDAY WASN'T IN A HOUSE.
CREATIVE DIRECTION / MUSIC DIRECTION / DJ BOOKING / SOCIAL / CONTENT / DJ
HOW IT STARTED
During COVID, a friend and I started throwing small hip-hop parties in different spots around Haifa. What began with a handful of people quickly developed a recurring crowd, with more people showing up from one party to the next.
We called it HAIFA KNOWS HIP HOP.
Sleek noticed the momentum around the parties and approached us to turn it into a weekly Tuesday night.
CREATIVE DIRECTION / MUSIC DIRECTION / DJ BOOKING / SOCIAL / CONTENT / DJ
MY ROLE
WE WEREN'T
JUST BUILDING A PARTY.
WE WERE
BUILDING A TASTE.
WE WEREN'T
JUST BUILDING A PARTY.
MUSIC / PEOPLE / CONTENT / SELECTION / CULTURE
WE WERE
BUILDING A TASTE.
THE FORMULA
01 / THE MUSIC HAD A POINT OF VIEW.
We played the music people came for, while constantly introducing them to something new. I shaped the musical direction and brought DJs to Haifa who rarely came north to play hip-hop.
02 / THE CROWD WAS PART OF THE PRODUCT.
We weren't trying to fill the room with just anyone. A recurring core of students, soldiers and people from the local scene gave Tuesday its identity - and the right people kept bringing more of the right people.
03 / THE NIGHT DIDN'T END ON TUESDAY.
What happened in the room continued through social, photography and aftermovies. The content gave Tuesday a life beyond the night itself - and became part of how people experienced and remembered it.
04 / THE NIGHT DEVELOPED ITS OWN CODES.
The music. The people. The way they dressed, danced and gathered around the booth. Over time, Tuesday became recognizable without needing a logo or a flyer.
AND IT WORKED.
FROM ~80 PEOPLE A NIGHT
TO 150–200 EVERY TUESDAY.
UP TO ~300 ON THE BIG NIGHTS.
FROM ~80 PEOPLE
A NIGHT
TO 150–200
EVERY TUESDAY.
UP TO ~300
ON THE BIG NIGHTS.
THE NIGHT BECAME
PART OF THE CITY.
EVENTUALLY, I LEFT.
TUESDAY DIDN'T.
AFTER ROUGHLY TWO AND A HALF YEARS,
I STEPPED AWAY FROM THE PROJECT.
THE TUESDAY NIGHT CONTINUES TO RUN TODAY.
HAIFA KNOWS HIP HOP / 2020–2023
CREATIVE DIRECTION · MUSIC DIRECTION · COMMUNITY · CONTENT
CREATIVE DIRECTION · MUSIC DIRECTION
COMMUNITY · CONTENT