I try to be genuine. I try to be real. It's such a subjective thing, but I try to convey an emotion.

My parents had an independent theater company here in Sweden during the 1980s, so I was raised watching my parents create independently, having a lot of fun and just doing what they wanted to do. I think that idea of independence as an artist was something I was always used to. And then I entered the industry from a very commercial perspective, and things were very different then from what I grew up with.

Commercial music is music that a lot of people connect to at the same time, but that doesn't mean it has to be something shallow or without personality.

All the big pop acts that I've been into over the years - whether it's ABBA or Prince - managed to combine amazing melodies and honest human emotion. But coming out of the super-super-commerical pop industry in the 90s, maybe people forgot about the fact that pop music can do both of those things.

Maybe I bring people into that pop world who don't usually find themselves there because there's not enough stuff for them to get excited about otherwise.

You apply the skills you use to produce your own book to make an anthology. Shaping. Rhythm.

It was about being able to dance like Cassidy did, as though no one was watching, as though the moment was infinite enough without needing to document its existence.