For me marketing is about how to present a project.

I got introduced to the rave scene in 1992. At the time I was into skateboarding; I listened to a little hip-hop but was mainly into heavy metal and grunge.

When I first walked through the doors of Rex Club, I realized that I didn't have to travel to raves outside the city to enjoy techno.

Some people started to call me "the King of No" because with Daft Punk we were saying "no" to everything.

For me marketing is about how to present a project.

At the time, in 1996, an electronic band signing with a major label was something new, at least in France. Daft Punk knew that this meant a marathon of promotion, TV appearances, etc. To protect themselves and to be discrete, they came up with the masks and, three years later, the robot helmets.

Many people think if you say "no" you just do this to negotiate a better deal, and they didn't understand that Daft Punk really meant "no" because they didn't want to do certain things.