IMMERSE YOURSELF IN THIS

Interscope Geffen A&M ruler John Janick and Vice-Chairman Steve Berman celebrate their new joint venture with Adam Mersel, Immersive Records, by posing with bundled-up meme machine Bernie Sanders.

The first release on Immersive/Geffen will be the single and video "21st Century Vampire" from breakout performer LILHUDDY.

Mersel, best known as a manager currently shepherding the career of Broadway's award magnet Ben Platt via Mersel's own Immersive Management, previously helped pilot successes by the likes of Bebe Rexha, Sara Bareilles and Robin Thicke during tenures at First Access and Career Artist Management.

"Adam is a rising executive star with great taste and a remarkably intuitive business acumen,” reads a quote from Janick. "His entrepreneurial spirit and his commitment to artist development make him and his Immersive Records label a perfect fit with us at Interscope Geffen A&M."

Berman added that Mersel has proved "a master at working with artists who break boundaries and chart new territory in a quickly changing landscape."

Later, Steve and Bernie split a Bialy.