From a marketing and endorsement standpoint Lin has a tremendous amount of potential.

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"If you think about it from the standpoint of a winery, you can get the same amount of wine in 40% fewer trucks in our packaging, compared to glass bottles, " explains Ed Klein, Tetra Pak's VP of public and environment affairs.

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We've still got an unbelievable amount of talent in the music world, and so from a culture standpoint, it's no longer the Motown sound, but it's a lot of gritty stuff that's out there right now and we have to accept that because the talent is here.

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