Returning to Israel in 2001, he brought Hip Hop culture to Israel and made history with the first Israeli hip hop mixtape (360 degrees in the shade), and hosting the country’s premier Israeli hip hop radio show – The Lab. Within a very short time, SHI 360 quickly became a pioneer of Israeli hip hop and a household name.
His ability to switch between English, Hebrew and French rhymes, was unparalleled and opened up the doors to a global audience. His inspiring songs and socially driven lyrics touched many lives and helped him realize how powerful music can be. He has set himself apart as a compelling voice unafraid to challenge the mainstream media’s oftentimes-distorted messages.