Kaiser Chiefs used to be massive. Their last album wasn’t so massive.We could post-rationalise everything that happened but the brief was: can we do something different for the next album and have a laugh doing it.

Fans pick 10 songs from a possible 20 on a website. They design their own artwork and download their unique album. They get their own web-page and banner ads for their blog so they could sell the album on social media. They get a quid for each one they sell.We turned the fans into our retailers. Instead of them sharing for free, we paid them.