I think it takes a lot of trickery to keep up with the media and its perception of you. I don't know if I have it in me most of the time to care. The music is made first, and the interviews or photos to keep it alive come later as a necessary evil, I suppose.

With the White Stripes we were trying to trick people into not realising we were playing the blues. We did not want to come off like white kids trying to play black music from 100 years ago so a great way to distract them was by dressing in red, white and black.

When you put something out there into the world, there's all these words you don't want to hear, that you hope people don't say. I don't like anything that starts with 're' - like retro, reinvent, recreate - I hate that. It's always like living in the past - copying, emulating.

If you're doing something that people want, they'll find you.

I want to be part of the resurgence of things that are tangible, beautiful and soulful, rather than just give in to the digital age. But when I talk to people about this they just say, 'Yeah, I know what you mean,' and stare at their mobiles.

I've always felt it's ridiculous to say, of any of the females in my life: You're my friend, you're my wife, you're my girlfriend, you're my co-worker. 'This is your box, and you're not allowed to stray outside of it.'

You can't be an actor in a small town-you have to go to New York or L.A.