APE Records is a new kind of record label, with a new way of getting things done. Founded by Tamir Muskat (aka the "APE") and Eyal Gruenberg, APE Records is a hybrid between a production house, a music label, and a branding company.
"A song is words and a beat – it's that simple," says Muskat. "It's been that way since people were living in caves. Call it hip-hop, call it what you want. Returning to the primal source and bringing back something new – that's what we are about."
APE Record's unconventional business model is mirrored in Muskat's unorthodox creative method. Songs are created spontaneously in the studio by artist and producer, with nothing prepared in advance. "Since the singles are stand-alone – not locked-in to an album concept – it gives us the freedom to go into uncharted territory," Muskat explains. "We want to surprise ourselves, and the listener. That's the goal. That's the APE sound!"
When the label launched, the producer wanted to challenge himself and his collaborators to exceed what they'd created in the past. “Making beats and combining sounds from all over was already part of my DNA,” Muskat says. “But I was looking for a path to the next level.” The search took time.
Muskat began crafting beats for his favorite artists, envisioning the wildest place they could go together – both musically and lyrically. “I was heading toward some imaginary zone in my head," Tamir recalls. He could only hope that the artists would intuitively understand the destination. The process turned out easier than Muskat had anticipated. “Luckily, the artists loved the grooves. So that led to amazing lyrics. And then the music just flowed."