not only my A&R, but lifestyle marketing,” Kierszenbaum says, citing “Transmission Gagavision,” a 40-part, weekly Internet series that bowed in June 2008 to introduce Lady Gaga to a still-unsuspecting world. “She definitely harnessed the Cherrytree network to break. radar following her royal wedding reception performance and her May spot on “Saturday Night Live,” Kierszenbaum has been pushing the “Lights” singer for more than a year. He cites Goulding as an example: Though she’s only now appearing on the U.S. “You got to use the information today to predict where it’s going,” Kierszenbaum says, sitting in his office at Interscope Records’ headquarters in Santa Monica. Whether it’s Los Angeles’ own electro-hop acts Far East Movement and LMFAO, rising British chanteuse Ellie Goulding, Swedish dance sensation Robyn, English dance popsters La Roux or the label’s very first signing, Canadian singer-songwriter Feist, Kierszenbaum’s talent is spotting acts that are a bit ahead of the musical curve but still appeal to current mainstream taste.

Tell Martin Kierszenbaum that he has a knack for signing acts of the moment and the chairman of Cherrytree Records lets the comment marinate before issuing a considered clarification: “I don’t sign things of the moment, I sign things of the moment to come.”

Lady gaga live at cherrytree