Country Yossi is the name of a monthly, English-language Orthodox Jewish magazine, a radio show, a collection of musical albums, and children's books created, composed, authored, and published by Yossi (Joseph) Toiv, who took on the nickname "Country Yossi" and then transferred it onto the magazine, radio show, musical albums,[1][2] and children's books he published for the mostly Orthodox Jewish market in the United States.
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Toiv, going by the name of "Country Yossi" on radio, is the host of the light-hearted, Orthodox Jewish radio program "Country Yossi Show" in the New York City area, which he pioneered. The show has been on the air continuously since 1986.
In 1988, Toiv began publishing a monthly magazine entitled Country Yossi Magazine, which has printed over 3 million copies. Working with Heshy Walfish, he has released 14 humorous music albums on Orthodox Jewish themes.
Through his magazine and radio show, Toiv has promoted the careers of many singers and entertainers catering to the Orthodox Jewish market, including Dovid Gabay,[3] Avi Newmark,[4] Yacov Young,[5] Shua Kessin,[6][7] Yossi Green,[8] Eli Gerstner,[9][10] and Shauli.[11]
Others have noted that Toiv stuck to his Orthodox Jewish beliefs even though he works and presents in a light-hearted and amusing fashion:
Another Orthodox songwriter, Country Yossi (Yossi Toiv), who got his name from his Jewish parodies of country tunes, takes a no-nonsense approach to Jewish practice. His song "Cuz I'm a Jew" (set to the tune of Johnny Cash's "I Walk the Line") includes the line, "Oh once a year I twirl a chicken over my head/ and it wouldn't be that bad if it were dead/ and there's a time when I go outside and burn my bread/ cause I'm a Jew I do that too.[12]
The monthly Country Yossi magazine gears itself to the interest of its mostly English-speaking readership. Many types of topics are discussed and often controversial issues are broached by its writers, a few of whom are notable rabbis in their own right. Various articles relating to the controversy surrounding Chabad messianism were published in the 1990s.[13] Issues pertaining to Orthodox teens dropping out of yeshivas were noted on the Shema Yisrael Torah Network.[14]
Country Yossi promoted the music of Shlomo Carlebach, the "singing rabbi" as author Yitta Halberstam attests:
Yossi Toiv, a courageous and creative man, has published many of the controversial articles that I wrote for his magazine. Among those articles was a lengthy piece about Reb Shlomo [Carlebach], and it was the warm and enthusiastic reaction of the heimishe public to that piece that helped spur my decision to write the book.[15]
The magazine's ratings of top selling English-language Judaica books tracks recent publications of interest noted by Judaica book publishers, including Rabbi Daniel Feldman (Yashar Books)[16] and Tova Mordechai (Urim Publications).[17]
Toiv was a pioneering Jewish composer and singer in the modern Jewish song genre according to popular Jewish singer Mordechai ben David.[18] The NCSY youth organization promotes Country Yossi music.[19]
Among Toiv's recordings are six albums under the name Country Yossi and the Shteeble Hoppers, three albums as a member of "The Or Chodosh" ("The New Light") circa 1971-73, and a series of five albums for children called Kivi and Tuki. Two animated Kivi and Tuki DVDs have also been released. Through Country Yossi Productions various new releases are composed and marketed: "Moisheleh" Mumbai Tribute,[20] "Country Yossi and the Shteeble-Hoppers."[21]
Country Yossi books are widely sold by Judaica stores. In 2007 Toiv published an illustrated children's book Kivi & Tuki in "...All of a Sudden!"[22]