Streamlined Service

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lose to ten years ago, Jewish music aficionado YITZCHOK LEVINE found himself looking for Jewish music radio options to keep him company. Not finding any of the available options suiting his taste, he decided to create his own music streaming website. With a background in IT and web development, he was able to set up the site and backend servers himself — and it still remains a time-consuming “hobby.”

“We purchased the domain back in December 2009, and started off with a capacity of just 100 slots, meaning that just 100 people could connect at a time, but for the first while it normally maxed out at about ten” he says. The new system, which they decided to call simply JEWISHMUSIC STREAM, went through some hiccups until it took off, occasionally going off-line before starting up again. “Growth happened very gradually. We never formally advertised, but used social media to promote the Stream. We were discovered by people Googling ‘Jewish music’ or ‘Jewish radio’ and recommended by word of mouth,” says Yitzchok’s partner, YAAKOV BIDERMAN. “Look for Jewish music and we’re the first thing that comes up.”

Jewish stores in diverse locations soon began using the stream to create a heimish and relaxing atmosphere for their customers, which offered exposure to thousands more listeners. “A grocery in Paris and a paper goods store in Manchester would start to stream us, and suddenly people would e-mail from that location that they’re enjoying our music,” Yaakov says.

At the time, some of the other Jewish music radio sites were closely connected to music distributors or heavily promoting particular artists. JewishMusic Stream protects its independence, and with its selections, it aims to maintain what Yitzchok describes as a “traditional ben Torah approach.”