There aren't many other labels who I can say are that successful, and can give me as much as 4AD gives me, and still have such a great roster.
When I'm making something I need it to be catchy - I need it to hit the sweet spot.
I definitely see the voice as an instrument: It makes great drums, great synth pads, great everything.
The last thing I think about when I'm making music is its reception.
Especially with music, people want confidence.
I find it really hard to throw myself into something artistically where I'm making up a whole character and finding something for that character to do.