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

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.

To foster creativity, I think a little pressure can be good, but stress isn't good. Knowing that you have a defined window of time and you're going to dedicate your attention to it is a positive - but you can't think of it as needing a track that's going to change your life.

Have your own definition of success. Figure it out for yourself. If you really want to be the next Rihanna or whatever you've got to understand what that takes. Or if you want to be the Brian Eno - or whatever it is - who knows? Define for yourself what success means.

It's weird with making music - you can have no vibe while you're working on something and recognize that the music was special afterwards. And it happens to me while I am working on my own music, as well! One minute you hate it, and then a few years you're obsessed with a little beat you did, and the opposite.

I think most people get hit by the music first and you can be singing along and realize a song has this melancholy feel. As Swedes, I think we see a beauty in melancholy. You're heartbroken, you're looking out the window and you feel really at ease in the pain. I have so many memories as a teenager with music, sad music, but I was just so into it.

I feel like there are a lot of artists that you could put together that you love, but it doesn't necessarily mean it's going to make amazing music. Giving an artist a great theme to write about doesn't mean the song's going to be good.