Monday, March 13, 2006
surreal: matisyahu on sale at target
I found myself, as I ofttimes do, shopping at Target the other day when what to my wondering eyes did appear but a well-appointed endcap featuring stacks of brand new CDs by Hasidic Reggae artiste Matisyahu. I could only think of one thing - it's Purimpalooza time, kids!
I discovered Matisyahu a few years ago via the Internet Archive, when I listened to his December 25, 2004 concert recording with a-maze-ment. Go ahead, go listen to it. It's free, and you'll feel better for it. I'll wait.
His story is amazing too - he's a 27-year old kid from Pennsylvania who discovered Lubavitch Hasidic Judiasm and (somewhat like the people who put peanut butter and chocolate together) realized that nothing went quite so well with Lubavitch Hasidic Judiasm as reggae. I could have told him that.
So to discover one of the soulless purveyors of community retail destruction stocking him - nay, promoting him - right near the front door, was an eye-opener. In a positive way.
If Matisyahu can find a place at Target, there is hope yet. But only if it is not on the shelves at WalMart or KMart.
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