I first heard of Matisyahu while working as a Campus Rabbi at USC. The Jewish students on campus were really into his music (this was ~5 years ago) and some of my students invited me to join them at a Matisyahu concert.
He was performing at the Knitting Factory in Hollywood which was right near my home. I went and it was really cool. The music was great, the message was equally wholesome and the connection that I got to build with my students was profound.
I liked it enough that I took my wife to a Matisyahu show at the American Jewish University a few weeks later. It was a bad venue for a concert. It was more like a movie theater than the right venue for a reggae concert. Still, we enjoyed the music.
I knew that Matisyahu had made it, when I was listening to my then favorite sports radio show, “The Loose Canons” on AM 570 in Los Angeles (oh how I miss those guys…) and they played Chop ‘em Down as their bumper music. That was an epiphany for me. At that point, Matisyahu has “made it” in my books.
If that wasn’t sufficient proof that Matisyahu had “made it”, I received another clue a few weeks ago. I was playing the NBA 2K10 video game and the background music was… Matisyahu!
I found a video of the NBA 2K10 playlist so you can see for yourself.
I thought that was pretty cool.
But today around the blogosphere and on Twitter the latest Matisyahu news is regarding the new NBC advertisement for the 2010 Vancouver Winter Olympics.
This is, by far, the best exposure that Matisyahu has seen in the public eye. The commercial is perfect. The content, the timing of the cuts, the slow – motion, the music and the message are woven together to create a really perfect ad. The emotion that the 30 second spot exudes are exactly what NBC wants you to feel.
I like NBC as a network and I hope that they can mount a comeback and become relevant again. This ad is a great start.
I am sure Matisyahu is proud to be part of such a great ad. I am proud to share it with you.