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I spent a long time experimenting, saying, 'Here's a record that's free, or $5 if you want a nice version or $250 if you'd like a really nice coffee-table thing.' Everything felt like the right thing to do at the time and then six months later would feel tired. And I would feel tired. So that's one reason for returning to a major label.
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My advice today, to established acts and new-coming acts, is the same advice I'd give to myself: pause for a minute, and really think about 'What is your goal? Where do you see yourself?'
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My experience with record labels throughout my career has generally fallen into wishing I could do things that they're not built to do, whether it be arguing about having a nicer package - because I do believe some people care about that - to trying to always bank on art-versus-the-easy-commerce route; there's always been headbutting involved.
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I'm sure there is a group of people that assume Nine Inch Nails is just noise and chaos - or whatever it might be dismissed as, and sometimes is.
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Nine Inch Nails is like building an army to go conquer. We build it, then we play, and we have to play so much to validate building it, financially. It leads to getting burn-out because a tour that would be fun if it lasted three weeks has to last 15 weeks.
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I think the whole aspect of social networking is vulgar and repulsive in a lot of ways. But I also see why it's appealing - I've had that little high you get from posting stuff online. But then you think, 'Did I need to say that?' I've explored that enough to know to stay kind of quiet these days.
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Being a rock & roll star has become as legitimate a career option as being an astronaut or a policeman or a fireman.
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When I sit down to make a set list I usually think, 'We'll build it up here, take it down here, go into a quiet section here, explode here,' in a way that there's a flow and it doesn't feel like shuffle on an iPod.
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It's not like I ride a broom into interviews. I don't hang upside down with a cape on.
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When David Fincher called me up a few years ago and said, 'Hey, I'd like you to score this film 'The Social Network,' I said, 'I'm flattered, but I really don't have any real experience scoring films, and I'd rather not screw it up on a high-profile project. And I like you and I don't want to compromise our friendship.'
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As long as it feels valid to me and feels sincere, I'll do what I do under the moniker of Nine Inch Nails if it's appropriate. I would hate to think I would ever be in a position where I'm faking it to get a paycheck.
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I'll name check Radiohead on this--they've done a pretty suave marketing plan on this new record. I think generally it's been a pretty cool thing, but what they've done is used those (sales) numbers in a way that they can spin them anyway they want cause you don't know what they are.
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I write most of my songs when I'm in a bad mood.
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Live interaction with a crowd is a cathartic, spiritual kind of exchange, and it's intensified at a festival.
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You know, if nobody knows who you are, nobody's going to buy your record.
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Musicians have always adopted Macs.
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I thought I'd reached the bottom a few times, but then I'd realise there was another 30 floors of despair below that.
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What is exciting is taking back the excitement of being able to debut something to an audience in exactly the way you want to.
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People want to listen to a lot of music and do whatever they want with it. They don't want DRM, they don't want subscriptions. They don't want a player that only can do this but can't do that and you only have one copy. They don't want that. You know? I don't want that.
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If you can use a search engine, you can find any piece of music that's been recorded for free. I'm not saying that's right, but it's a fact, and I'm surprised that more people don't accept or acknowledge that and try to adapt in some way.
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My life has two modes. One is sitting around writing and contemplating or building things. The other is execution mode. It takes a while to switch from one to the other.
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I can still make a living with touring. And maybe you buy a t-shirt. And I would rather 10 million people get my record and listen to it for free than 500,000 that I coerced to pay $15 for it, you know?
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Lots of people can have girlfriends. But I can throw around guitars onstage! That'll be my epitaph: 'He never had a girlfriend, but you should've seen him smash a Les Paul!'
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If I go onstage, I want to give people everything they want and more. I'll wash their car for them on their way out.