Hero's Journey: An Original (re)Arrangement: Avi and Adam Singolda at TEDxLowerEastSide

Avi Singolda is a world-renowned guitar player who has contributed to some of history's most innovative shows and music out of Israel in the past 30 years.

His credits include HBO's Sopranos and Sex and the City, among many others. Eminent Guitar manufacturers such as C.F. Martin, Fender and PRS Guitars have all recognized Singolda for his outstanding contribution to the art of guitar playing by building custom guitars for him. Singolda collaborated with legendary record producer of the Beatles Sir George Martin on his international Beatles live tour with a classic orchestra, as well as with the Israel's National Philharmonic Orchestra.

Born and raised in Israel, Mr. Singolda has been playing guitar since childhood and has subsequently become the most influential guitar player in Israel. Singolda has contributed his unique sound to thousands of platinum and gold albums, forever leaving his mark on the country's shared soundtrack.

Adam Singolda is the Founder and CEO of Taboola, the world's leading content discovery platform. Taboola serves over 3 billion content recommendations a day on major publications such as Bloomberg, USAToday, AOL, Time, New York Times and others.

Prior to founding Taboola, Adam served as an officer in an elite mathematical unit of the Israeli Defense Force for nearly 7 years. Adam was named one of "30 under 30" by Israeli leading financial publication The Marker.

TEDxLowerEastSide will be the very first time Adam and his father Avi will perform together live on stage.

In the spirit of ideas worth spreading, TEDx is a program of local, self-organized events that bring people together to share a TED-like experience. At a TEDx event, TEDTalks video and live speakers combine to spark deep discussion and connection in a small group. These local, self-organized events are branded TEDx, where x = independently organized TED event. The TED Conference provides general guidance for the TEDx program, but individual TEDx events are self-organized.* (*Subject to certain rules and regulations)