Founder of Motown Records Berry Gordy called Michael Jackson the "greatest entertainer that ever lived" as family, friends, colleagues and fans gathered at his memorial.

"The more I think and talk about Michael Jackson, I feel the King of Pop is not big enough for him," Gordy said as the crowd rose to its feet. "I think he is simply -- I think he is simply the greatest entertainer that ever lived."

Gordy also recalled how when he auditioned the Jackson 5 in 1968, 10-year-old Michael was talented beyond his years.

"He was driven by his hunger to learn, to constantly top himself, to be the best. He was the consummate student. He studied the greats and became greater. He raised the bar and then broke the bar," Gordy concluded.

Basketball stars Kobe Bryant and Magic Johnson also addressed the crowd, while singer Jennifer Hudson took to the stage and sang Jackson's song "Will You Be There."

Jackson's golden casket was earlier placed in front of the stage at his memorial as a choir sang.

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