Fronted by the commercially successful multi-instrumentalist/producer Ori Toledano (known for writing and producing music for some of the world’s largest brands under the pseudonym Snowstar.Company), KAYMA is an edgy pop project with an irresistibly catchy Top 40 feel.

His debut single “Onsitelover” (out July 28th) explores our relationship with the digital world through the story of a couple, bonded by a fatal attraction. The music video explores the couple’s urge to connect as they attempt to find sync, only to be ripped apart. In the series of steamy vignettes, we see their seduction, chemistry, and codependency mirror the ways in which we interact with the internet, and moreover – how inextricably it has bonded to our lives.

For the past decade, under the name Snowstar.Company, Ori has been writing music for commercials for some of the largest brands in the world (Intel, Subaru, Fiverr, Pepsi, Soda Stream etc.). His commercial music has been played in millions of households worldwide, and his ability to write catchy tunes caught the attention of the leading music label Anova Music. At that time, Ori was finishing up a personal project which he intended to later on publish, so the timing was just right.

Tell us about your inspiring story?

After a long inner strife, I took some time away from home and started digging the soul for answers. Confronting fears and doubts I’ve had and turning them into songs was therapeutic. I found comfort in expressing for the sake of expression, got back with my inner child, prepared for the long road and set my mind to create something I could be proud of. Today at 36, I’m ready then ever to share my thoughts and experiences, with a great deal of emissary and a wish to enlighten someone out there. 

How would you describe the highs and lows of being an artist? 

An obvious rollercoaster of emotions with very few yet powerful hypes that remind me the worth of it all. Very much like wave surfing on a stormy day. If you can survive the way up, you’ll get to ride a wave. That brief moment is what charges your intentions to do this all over again.

What’s a musical guilty pleasure of yours?

Calvin Harris’s first album “I created disco”.

What are some sources of inspiration for you?

Random people with random stories.

Who is an artist that you look up to more than others today?

Dave Grohl has always been a hero of mine, not necessarily because of his music, more because of his inspiring journey.

What are some things you do to deal with anxiety?

Meditation would be the first go-to. I also like visiting the past by browsing old recordings, pictures and documents. It’s a great tool to connect the wandering dots of the soul.

What’s the future looking like for you?

Bright I hope.

What inspires your visuals, videos, looks etc?

Nature, Tel Aviv and childhood memories

What is the most embarrassing memory and most proud moment of your career so far?

Being called out to go up on stage and play one of my songs while 80% of me is covered with psoriasis. 

Finishing up my soon to be released E.P – “Mid Side Notes”.

What is the best advice you’ve ever gotten?

Relax. nothing is under control.

Where do you think the music and entertainment industry is headed after this past year?

It’s no secret that the absences of live shows forced many artists to find creative ways to deliver content. I think that after the big hype of going back, we should expect more mediums of online performances that will result in a decrease of people going to live shows, maybe like the way Netflix has affected the movie theatres.