And what of 50 Cent, whose next studio effort is due this spring? "I'm working very closely with 50 and he doesn't seem angry," Rotem reveals. "He's at the top of the game. He's focused on making an album to save hip-hop, and I think a lot of people feel that way. 50 is an incredible force, who doesn't need to put out an album for money or respect. He's got both so we're trying to make a new sound. He's a trendsetter like Britney is in pop music."
Rotem has also been in the studio of late with Rihanna, Britney Spears, Jennifer Lopez, Ashley Tisdale and Hayden Panettiere of the NBC show "Heroes."
And he isn't stopping at hip-hop, either. "Beluga is a mainstream pop label," he says. "We're looking at rock groups, pop, urban male R&B, whatever that will be big in crossover. For us, we have to make sure the artists have the crossover opportunity to become worldwide artists."