In Williamsburg Brooklyn and london, Eitan Graff is inciting a musical re-evolution. In a world of dime-a-dozen modern alt-rock and power pop producers endlessly recycling the same pre-fab arrangements, Israeli-born producer Eitan Graff want a return to the elements that made Rock "classic". It all starts with one basic and obvious maxim: music that feels great is created with great feeling. No amount of polished studio trickery or formulae will deliver the soul we all know feeds the root of great rock’n roll. Outstanding and honest emotional performances in the studio arise from a sense of brotherhood, a common vision of purpose and a confidence that a shared commitment to excellence stands above all petty personal differences. Eitan believes that music that stands the test of time is created through enduring partnerships. Great rock bands made great rock' n roll and Yellopop recordings strive to lift each artist front stage as the creative and vocal inspiration of a truly kick-ass group. Gone are formulaic notions of arrangement, texture and sound. Instead you find each artist working intimately with Eitan, inexorably searching the vast resources of his talent to add the appropriate touches to each track.