We were coming from a completely different place, which was saying "sound" is what you want to define it as, and you can shape it into music in whichever way you want.

If you're going to change things, one of the things we had to change is to get away from that traditional model of rock music, and we were a part of that.

One of the tropes of our videos is that they were very rhythmic with clipped edits.

We were coming from a completely different place, which was saying "sound" is what you want to define it as, and you can shape it into music in whichever way you want.

We were working in entertainment, in the music industry, with popular music, it was important, but it was something that we also felt was a responsibility.

Music doesn't have to be so rule-based - and so strict in its structures, construction and perception.

We were iconoclastic. We weren't there to sort of follow the trends really. So it was important that we were making a statement against that.