music style. After Reuveni's friends and neighbors started offering to buy the cassettes he realized he might have a great opportunity on his hands. He and his brother later went on to become one of the major Mizrahi cassette companies in Israel. Fusion genres Over time fusions of Mizrahi music with other genres emerged, including oriental rock, hip hop, and pop. Rock and metal Rock Mizrahi ("oriental rock") is a wide term that incorporates several different Israeli musical styles. It is defined by the combining of rock music with middle eastern instruments, compositions and singing techniques. Comparison may be drawn with progressive rock, as Middle Eastern scales and rhythm tend to break western norms. Some examples are Orphaned Land, Knesiyat Hasekhel, Algeir and lead singer Aviv Guedj, Yosi Sassi and Dudu Tassa. Another notable examples is Fortisakharof, a creative duo consisting of Rami Fortis and Berry Sakharof. Both Fortis and Sakharof have partial Mizrachi backgrounds (Turkish and Iraqi). The oriental elements in their music range from very subtle to very apparent at times. The two began their project in 1989 following the break up of Post Punk group Minimal Compact. Both groups feature several Middle Eastern themes, including one song in Gibberish Arabic, "Sandanya", from their debut LP Foreign Affair. The fusion of Mizrahi music and metal music can be defined as oriental metal. Other sub genres of Rock rarely categorize their oriental influences. Pop By the mid 1990s, Mizrahi Pop labels had already began to transform from underground operations distributing cassettes within the Mizrahi community to a much more formal and standardized Music Industry. Musicians and producers of that time were starting to incorporate more elements of Rock, Techno, Electronic dance music, Europop and R&B, while still strongly emphasizing the Greek, Turkish and Arab roots. Along with earlier examples like Ofra Haza and Ethnix, later acts like Zehava Ben, Eyal Golan, Sarit Hadad and others revolutionized the genre and brought it to much larger audiences. Some songs of this era had already become hits in neighboring countries, including Greece and Arab countries. Mizrahi Pop became a target to mockery and often disregarded by the mainstream pop culture of Israel at the time. Although demographically they may have been equally popular, most radio stations were refusing to play Mizrachi Pop, favoring American and European influenced pop and rock. The distinction between Mizrahi pop and the mainstream was clear. With many