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Though Interscope initially made a name for itself as a label dealing heavily in hip-hop, by the mid 1990s, its range began to expand and, subsequently, the company would eventually experience success with artists in all genres, for example, the Industrial Rock artist Nine Inch Nails (Nothing Records). Following UMG's acquisition of PolyGram (ironically the owners of Island Records) in 1998, Geffen Records and A&M Records were merged into Interscope—making it the extremely powerful and leading unit at UMG that it is today. In 2005, Interscope launched a new imprint, Cherrytree Records for emerging artists, beginning with Oakland, CA's The Lovemakers. In May 2007, Interscope announced a joint-venture partnership with Justin Timberlake to create a new recording label called Tennman Records. The label has grown from a vanity label under Atlantic Records, to one of the world's largest labels with 312 artist signed. [1].