Avi Elman is the producer & DJ behind various product ion project s including UPZ and collaborat ions with Danny J; he also runs the successful underground house label soWHAT records. Avi was born in Israel of mixed Turkish & Iraqi descent and raised in Kenya & South Africa where he developed a passion for Jazz, African and soulful grooves as well as being active in various live music acts. After returning to Israel, Avi set up a recording studio in Tel-Aviv and started DJ'ing in top clubs in Tel-Aviv & overseas including several successful Southern African tours.
In 2005 Avi established the UPZ project which has become globally recognized for its sweet fusion of house, soul, latin, afro-carib, urban & nu disco sounds. His releases and remixes have graced labels such as Strictly Rhythm, Farplane, Objektivity, Look at You, Hi.Rise (Defected Sub Label), Bubble Soul, Cr2, Soul Candi, Tony Records, Rambling Records (UPZ album in Japan in 2007), Shelter records and soWHAT records with widespread support from leading jocks including Joey Negro, Grant Nelson, Seamus Haji, Dennis Ferrer, Scott Wozniak, Aaron Ross, Tony Humphries, Rasmus Faber, Black Coffee, Kristos, Vinny Da Vinci, DJ Fresh & Pete Tong.
Avi is also the head honcho of soWHAT records, Israel’s pioneering House label focusing on deep, soulful, & vocal house. soWHAT release worldwide on all main music digital webstores. Releases on the label have included mixes from leading producers including Black Coffee, UPZ, Qness, Mr. Cee, Abicah Soul, Avi Elman & Danny J, Hennings Project, Rasmus Faber, DJN and Yotam Avni.