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JONATHAN 'JR' ROTEM, producer for Jason Derülo, Iyaz, Sean Kingston, Rihanna - Apr 5, 2010
"I know [the samples] work because they're already hits familiar to people. Familiarity works. That's why advertising works - when someone sees something a few times it starts getting into their system. The same goes with getting hits … "
As the mastermind behind #1s for Rihanna, Jason Derülo, Sean Kingston and JLS, producer Jonathan 'JR' Rotem is certainly a certified hitmaker, but under the guise of Beluga Heights, the label he created with manager Zach Katz and brother and A&R Tommy, he is also a formidable starmaker too.
Beluga Heights boasts an extraordinary record for recognising and rewarding young talent, having discovered and developed Jason Derülo, Sean Kingston and Iyaz before unleashing them on the charts.
In the first in a series of interviews that will attempt to unravel the secret of Beluga, HitQuarters speaks to Rotem about how he moved to LA without knowing anyone and broke into the industry through sheer determination, about how the familiarity prompted by using samples of popular songs is a secret weapon.
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Read On ...
* Beluga Heights interview series continues with A&R Tommy Rotem
* Lady Gaga producer RedOne on his long struggle to reach the top
* Rotem's manager Zach Katz talks cultivating artists at Beluga Heights
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