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The Edmonton Journal on "Cherrytree's Musical Roots"

"That's a crazy idea."

Martin Kierszenbaum is used to hearing those four words. As the head of Cherrytree Records, an imprint of one of America's major labels, Interscope, he likes to sign offbeat artists who might not necessarily be instant slam dunks, such as British electro-popster Frankmusik, female rapper Rye Rye, Swedish duo We Are Serenades.

Yet many of Kierszenbaum's artists are now global stars and even trendsetters. In seven short years, Cherrytree has blossomed into one of the major forces in pop music, thanks to Lady Gaga, Swedish firecracker Robyn, Canadian singer-songwriter Feist, Asian-American pop act, Far East Movement, and U.S. hip-pop duo, LMFAO.

"I hate to say this, but I still pretty much get told, `That's a crazy idea,' with every act I sign, every single one," says Kierszenbaum, who is also a songwriter, producer, the president of A&R of pop and rock for Interscope, AND the president of international operations for Interscope Geffen A&M.

"It's funny; if I don't get that reaction, it's like, `What's wrong?' But it's my own fault, because we definitely stretch when we sign acts. We don't sign another act that's similar to one we have. We sign originals and protect and nurture them. When it's good, I gotta get behind it. I'm delusional enough to think that I'm right and everybody else is wrong, at the beginning, I guess."

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Comment by Mih on February 8, 2012 at 9:30am

I love martin's crazy ideas... I love cherrytree artists...and I feel like it was my house too... I'm not a singer, I'm not a dancer... I'm a simple person...I'm just be a super fan of cherrytree fm and cherrytree artist...and I get so proud when I see somethings like what happened in Super Bowl.. LMFAO.... with MADONNA!!!!!!!   Know cherrytree is something I must thank for Tokio Hotel...

Comment by USkipper on February 4, 2012 at 3:03pm

a measure of self-doubt is healthy, it helps us stay alert!

Comment by AmyPond on February 4, 2012 at 5:10am

Cool! LOL


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