A few of the artists knew my name, because I have an unusual name, from Rolling Stone.

What most people find festive-a weekend at a beach shack with friends, a boat trip down a river, a crackling bonfire on a summer night-I see as a bleak nightmare to be grimly endured. I would sooner put lit cigarettes in my eyes than share a vacation house with a crowd.

I think in its own small way, it did push people to be more accepting of different kinds of music. It definitely made music more egalitarian in terms of, it took away the shame of the goofy bands that you liked.

If you were to share your workout playlist with the world, I guarantee there's stuff on there that wouldn't pass the cool test, and M2 helped in that way.

We had a wonderful department that scouted out new music. It was beneficial to Rolling Stone, because I would come back and say, "You have to hear this, you have to hear that," and I found a lot of bands to feature, emerging bands. It [ended up being] symbiotic.

And when I say [M2 was] lo-fi production, it was so great and grimy. I was used to that world anyway, because we shot in bars, we shot in thrift shops, we shot on the street. And the bars, they would have just opened, and still there was barf on the floor and beer. We certainly kept it real. It was a small crew.

We were really responsive. It was very personalized for the die-hards that did watch, and I thought that would be a big draw, too.