[3] Massenburg is best known for discovering and cultivating American singer Erykah Badu,[4] as well as having trademarked the neo soul genre.
[8] In 1995, he established Kedar Entertainment, originating out of his New York home,[9] with a $1,700 outlay from his own pocket and consisted of a desk set, fax machine, copier, and portable phone.
Massenburg was also responsible for signing the young rapper A+, and Freestyle Fellowship as well as Erykah Badu to their first major recording contracts.
EMI worked with Massenburg and flew dozens of West Coast radio programmers and their dates, into New York for a D'Angelo performance, and for upscale dining and lodging accommodations.
Massenburg wanted to start a genre that acknowledged the influence of hip-hop and of other electronics-influenced musical styles, but was a return to earlier forms.