There is no more universal connector than pop music, effortlessly bridging
geographical, cultural and generational differences. Just consider the likes of BTS, One
Direction, NSYNC or Backstreet Boys, whose fanbases extended to every corner of the
globe.
Now, a new phenomenon is set to similarly take the world by storm. as1one, the first
ever Israeli-Jewish & Palestinian-Arab pop group is about to be on the lips of music fans
around the world, from Los Angeles to London, Tel Aviv to Tokyo, and beyond.
The six members of as1one did not know each other before they formed in the summer
of 2022. But since then, they have been on a collective journey that has intensely
bonded them, both personally and creatively.
as1one came to be following a 2-year international discovery search by visionary
industry hitmakers and music entrepreneurs James Diener and Ken Levitan, who
respectively signed and developed Maroon 5 and Kings of Leon.
Now, it’s not often you hear of the arrival of a new music artist being described as
“urgent”. But spend a little time with these passionate young gentlemen, and the word
“mission” comes up notably often. That mission? To create uplifting music as a way of
rising above decades of Middle Eastern strife, projecting a decidedly more positive
message of harmony and unity to the world.
And that is exactly what was foremost in their minds when the group arrived in Los
Angeles on October 6, 2023. Plans were set for them to live together in a house in
Sherman Oaks and spend the ensuing weeks meeting and working with a high-profile
team of producers and songwriters…cultivating the artistic identity of as1one along the
way. It would all be captured on film for an unprecedented four-part Paramount+
docuseries, premiering later in 2024.
Devastatingly, October 7 brought news of the tragic events suddenly unfolding back
home - and their plans were thrown into an unimaginable emotional tumult.
“We were being tested by life,” Nadav thoughtfully observes.Soon they were on the cover of Billboard,
relating just how it felt to find themselves in such an unexpected position.
But music, of course, has always had the distinct power of
healing.
And these harrowing circumstances merely served to reinforce their sense of
absolute determination, to represent a genuine sense of hope via the power of unity that
has been at the core of the as1one ethos since the very beginning.
Ohad so poignantly puts it now, “We’re on a bigger mission than any other band in the
world.”
It “begins” with the September 13 release of their exuberant debut single “All Eyes On
Us”, a relentlessly catchy pop gem, perhaps only hinting at what they’re truly capable of
- but surely acting as the perfect introduction and statement of purpose for such a
groundbreaking act. Its thumping, captivating beat practically commands listeners to get
up on their feet, while its fiercely funky rhythms, shimmering harmonies, infectious
hooks and big, bold choruses make it sound for everything like the next big US chart
smash.
It was produced by Stephen Kirk and Jenna Andrews (BTS’ “Butter” and “Permission To
Dance”), and also happens to feature the legendary Nile Rogers, Chic guitar god and
collaborator with the likes of Madonna, David Bowie and Avicii.
“About a year ago we did a cover of [Daft Punk’s] ‘Lucky’ and posted it to Instagram,”
Ohad recalls. “Nile saw it and loved it.”
They now look back on the time spent recording at London’s Abbey Road Studios with
one of their musical idols as a defining experience for them at such an early stage of
their career.
In seeking a succinct statement of purpose for as1one, though, one need look no further
than the single’s decisively resolute lyrics, which reveal much about their fearless sense
of conviction and fortitude.
“If we’re gonna love / Then we love with no limit / We’re making history / This story’s
written”.
But noses to the grindstone in the studio with such heavyweight producers and
songwriters as Nile Rodgers (David Bowie, Madonna, Daft Punk, Beyonce), Jenna
Andrews and Stephen Kirk (BTS’ “Butter” and “Permission To Dance”), Jason Evigan
(Maroon 5, Justin Bieber, Benson Boone), Oak Felder (Demi Lovato, John Legend),
Justin Tranter (a go-to co-writer for Justin Bieber, Selena Gomez, Imagine Dragons and
Chappell Roan), and Tommy Brown (Ariana Grande, The Weeknd), they are actually
very much ready to write the next few chapters, with an impressive amount of music
already finished.
“We’re both nervous and excited,” Neta admits. “But we are determined to show people
what it means to be where we’re from, and to be who we are.”
It should be pointed out that talent will be the ultimate driving force behind as1one, as
all six members are uniquely accomplished at playing, singing, rapping, and in the case
of Sadik, even acting. Their commitment to making music of genuine consequence even
shows in their influences: Nadav, for instance, cites Whitney Houston and Stevie
Wonder; while Neta enthuses about Sinatra and Jeff Buckley. Sadik brings Middle
Eastern musical stylings, and Aseel a poet’s soul to the proceedings.
As summer of 2024 turns to fall, the world seems perched harrowingly at the precipice
of uncertainty and worry. But it’s not hard to imagine that these six distinctly gifted
young men, as a collective, will ultimately find a way to point us to more hopeful times.
“Going through what we’ve gone through,” observes Sadik, “our story is going to be
even more powerful.”
Or as Niv simply puts it, “This is truly the biggest moment of our lives.”
They, and the rest of the world, can’t wait to see how it turns out.
