Early in the 20th century, American musical theatre consisted of a mix of elaborate European operettas, like "The Merry Widow" (1907), British musical comedy imports, like "The Arcadians" (1910), George M. Cohan's shows, the operettas of Victor Herbert, and the spectacular revues of Florenz Ziegfeld. But as Cohan's and Herbert's creative output waned, new creative talent was being nurtured on Broadway, including Jerome Kern, Irving Berlin and Sigmund Romberg. Kern began by revising British musicals to suit American audiences, adding songs that "have a timeless, distinctly American sound that redefined the Broadway showtune."