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"With Will.I.Am it was totally different. He's not concerned with a lot of the things that most music industry people are. It's all creativity and it's all or nothing. I think he recognised that in me... and wanted to nurture that" And so she signed, to a label called Cherrytree. Martin Kierszenbaum, head of international A&R at Interscope, heads up Cherrytree (the label's name is an allusion to the fact that his surname is close in sound to the German for cherry tree) and the house focusses on artists with potential for significant growth (Robyn, Far East Movement and Sting are label-mates; Lady Gaga is an alum).