Originally formed in 1990 in South Africa as No Nonsense Music by Craig Beyrooti, the label was rebranded to Beyrooti Records in 2018 by Craig and his sons, Jayden and Seth. It serves as the creative outlet for their eclectic songwriting and studio work. Songs they produce channel their Lebanese heritage, South African Roots and Floridia lifestyle.
Jayden Beyrooti
Jayden is a multi-instrumentalist (piano, bass, guitars), producer and the principal songwriter for Avalonia. His Mom, a classically trained pianist/music teacher, taught him how to play and read music at a young age. He absolutely loves to play the piano. It is his primary instrument and he always tracks it first in his compositions before overdubbing bass, keyboards, guitars and percussion. He played piano or bass for several different bands with his brother Seth on drums. The brothers shared an eclectic taste in music and grew up playing many genres together. Jayden especially enjoys composing, producing and recording. Music styles of his compositions include gospel, smooth jazz, Latin rock, fusion and swing. He learned the technical side of recording and how to mix from his Dad, Craig.
Seth Beyrooti
Seth was a very talented musician specializing in the drums. He played several different styles with his brother Jay on piano or bass. He formed Beyrooti Records with Jay to be the creative outlet for all of their songwriting/recording and any future collaborations. He named their jazz group Avalonia. Sadly, while stopped in traffic near their Florida home in December 2018, the brothers were hit at high speed by a distracted driver. Seth died from the impact at age 21 and Jayden was seriously injured. Seth had so many more songs to play and was also an aspiring composer. Jayden continues their shared passion of music by playing and writing songs and implores others to not drive distracted.
Craig Beyrooti
Craig has over forty years of industry experience including broadcasting, recording, theatre sound design, F.O.H. mixing for festivals and tours, and AV systems design. He has designed numerous AV systems for churches, has received gold and platinum awards for his studio work in South Africa, has written several articles for technical magazines and taught courses in basic audio engineering.
Craig worked as front of house engineer for the Latin MTV Unplugged albums of La Ley and Alejandro Sanz. He has mixed or been systems tech for many artists including George Benson, Michael McDonald, Dave Koz, Norman Brown, Tony Bennett, Chuck Berry, Lou Rawls, Avril Lavigne and Shirley Bassey. He has designed over 150 musicals in theatres all over South Africa, Florida and several other U.S. states. He recorded and produced three albums known as The Sidney Sessions for the SABC (South African Broadcasting Corporation) to promote original music by up-and-coming artists.
He formed 8th Avenue Sound in 1987 in Johannesburg with Emil Zoghby and toured southern Africa with Brenda Fassie. In addition to live gigs, he did extensive studio work at 8th Avenue Studios where he recorded, produced and engineered many popular albums. He received a double platinum award for engineering Lazarus Kgagudi’s third album and gold and platinum awards for The African Youth Band and other albums by Lazarus. He frequently collaborated in the studio with the band Step Ahead who provided backing for Brenda Fassie on her tours. He arranged to record a jazz album featuring Step Ahead guitarist Blackie Sibisi in 1990. He enlisted his production partner Martin Mitchell and together they co-produced the album “Fly With Me” which features Step Ahead. The album was remastered by Craig and Jayden in 2024. He additionally founded the label/publisher No Nonsense Music.
He founded APAV Solutions in 1999 after moving to Florida from South Africa and continues to lead the company as CEO while doing theatre sound design, systems engineering and studio work with Jayden. Both Jayden and Seth have worked in the family business. Jayden used his engineering background to perform architectural acoustic analysis and Seth used his business background to work on marketing.