I get bored quickly. I kind of take my hat off to bands who have been around for a long time and still do the same thing, because it's hard to keep a band together for decades. But I couldn't do that. I couldn't play the same songs night after night or just trade on my past glories, because it wouldn't interest me as a person.

I have to do what I'm doing at the time. That's the most important thing. You might lose some people along the way, and you might gain other people on the way, that's just the way it is. But nevertheless, if you're driven by something, there is no argument about it; that's what you have to do.

It's important to know all those things, but part of our jobs is to move people along and to make people excited to buy music or buy clothes, and give them enjoyment, I think, too.

I saw an interview with Keith Richards. He said, 'How else could a kid in Dartford suddenly connect with and understand what Muddy Waters is singing?' There's a cultural difference, but there's just something in that music that subconsciously or internally you just understand; it just makes sense.

Our campaigns have always been based on what we consider music icons that transcend generations and they're not of the moment - they continue to evolve.

I don't like to get pigeonholed. I don't like it when people think they have you sewn up.

If we get through for two minutes only it will be a start!