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THIS MUSIC PORTAL SNAPS AND CRACKLES, BUT DEFINITELY DOES NOT GO POP.

by Joe Shepter

"Check this out," says Tom Grueskin, sputnik 7.com's executive vice president of products.

On a screen in the company's war room, an Elvis impersonator croons out Nirvana's "Come as You Are."

"This guy just put out an album called Gravelands, in which he only covers songs by dead artists," he says, beaming like a proud parent. "You won't find this kind of music anywhere except on sputnik7.com."

"We have no interest in Mariah Carey, and unless she does a major about face in her career, we never will," adds CEO David Beal, whose green-tinted hair only seems to punctuate his point. "We're not trying to be all things to all people."

sputnik 7
Underground music portal
Location: New York, NY
Employees: 20
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For the silky sounds of The King, be sure to click the image. This video appears on Adobe.com courtesy of Ark 21 Records.
"Sputnik," according to the New York-based company's marketing materials, is a Russian word meaning "travelers with a common destination." But the fact that it's also an English word meaning a chunk of Soviet-era metal heaved into space to scare the straitlaced Eisenhower administration half to death isn't lost on anyone.

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