From Family Tragedy to Viral Fame: Adi Shamai Cohen's Journey

Content creator Adi Shamai Cohen, known for the viral hit "I'm a Bibi-supporter," shared his personal journey in an interview with Hadar Miller. He spoke about how the death of his brother in a motorcycle accident profoundly changed his life, leading him from creating home videos to participating in Shimon Riklin's panel on Channel 14. Cohen revealed that he initially studied sound engineering and acting, but his brother's fatal accident between his first and second year of acting school at Beit Zvi derailed his career aspirations. The tragedy deeply affected him, and he struggled to leave his parents' home until his late twenties. This loss, he explained, fuels the anger evident in his creative work.

After abandoning acting, Cohen returned to music and began independently producing videos in 2009, long before platforms like TikTok and Instagram became dominant. His content initially included sketches, music, and poetry slams. The outbreak of war in Gaza marked a turning point, prompting him to shift towards political and current events commentary, particularly after the deaths of six hostages in a Gaza tunnel. This pivot, he noted, aligned with his upbringing in a right-wing household that supported Prime Minister Benjamin Netanyahu.

His breakthrough came with the video "Dad, Mom, I'm a Bibi-supporter," co-created with Natan Salomon and others. The video gained massive traction, reportedly shared by Netanyahu and Elon Musk, surprising Cohen after years of independent content creation. He believes the authenticity of home-produced videos, often filmed with a simple setup, contributes to their success, contrasting with polished television productions. He noted that a successful video can garner hundreds of thousands of views, citing one on Lucy Aharish that reached over 800,000 views across platforms.

The online success led to an invitation to join Shimon Riklin's panel on Channel 14. Cohen initially felt out of place but adopted his authentic, sharp style. He admitted to still feeling surreal about being on television, especially with the pressure of live broadcasts. Despite his outward appearance, he described himself as passionate and struggles with political correctness. While his primary income still comes from freelance work in media production, he aspires to host his own show focused on accessible political discourse for younger audiences.

Cohen also expressed concerns about the increasing societal polarization in Israel, stating he avoids political discussions with loved ones to preserve relationships. He voiced apprehension about the upcoming elections, regardless of the outcome, predicting potential instability. He criticized voters who identify as right-wing but intend to support figures like Naftali Bennett, Avigdor Lieberman, or Gadi Eisenkot, suggesting they may not fully grasp the implications of their choices. Despite facing online criticism, even on sensitive topics like his brother's death, he maintains his independent stance, refusing to adhere to any party's messaging.

Beyond his media work, Cohen continues to pursue his passion for music, having taught himself piano during the COVID-19 pandemic, which he says transformed his relationship with music. He remains hopeful for Netanyahu's continued premiership but acknowledges uncertainty about the future political landscape, stating, "I have no idea what's going to happen here."