It can be tricky with branding these days, because everything is kind of branded.

There were choices that we've made as a Little Dragon, that we had to make at the time because we needed the money. I think everything has its context. It is way easier to say no to things now then it was five years ago, for sure. Back then we were grabbing at every opportunity we could just to sustain a name and let people know, "Hello, hello! We're here! Look at us!" It's really sort of taken its time and grown, and it's been a very step-by-step process.

I think that kind of balance comes with the process of growing together as a band, the Little Dragon. We love to write, we love to create, we love to play live, and I think we love and appreciate what we have together. How that evolves, and how we balance it, is something that's come with time. At the start we were all like, "Tour tour tour. We just want to play. That's all we want to do."

Keep at something even when you don't feel inspired. Don't wait for inspiration! I write a lot of songs that are terrible, in the hopes that one song that has something special comes out of it. Just stay at something, and write every day if you're writing lyrics.

It's not always a conscious thing - I've never been that artist to come to the recording session with a concept of an album; I am a lot more intuitive. I usually start with the music and try to catch a feeling, a gut feeling. And then you need to do interviews and explain yourself more, in words. But during the process it's really about the gut feeling, and it's hard to explain. You're trying to find those moods that make you feel something, I guess.

I think we're a little bit protective in that way. You're always trying to balance between what's spreading the word about the band and what's good money and what's a shitty look. Is this good for the longevity of the band? Do people even care these days? We care, but do we care more about the money? We've had a lot of discussions about things. It gets us into a lot of fights, but it also makes you question your own morals in a really good way.

If you listen too much to doubts you're totally lost.