Simon Fuller

S Club 7, in some ways, was a continuation of some of the things I'd have liked to have done with the Spice Girls. It was also a shift in tone. S Club was this equality of boys and girls, very positive, very uplifting, didn't have the edge of the Spice Girls. I didn't want to repeat it.

Fame is a modern phenomenon caused by the explosion of media, where there's a zillion digital channels and snappers everywhere. It's so attainable, so people can have their Warhol 15 minutes of fame, and some are so aggressive.

My business is creating fame and celebrity, and I'm one of the best in the world. I know it to the finest detail. I reflect what's out there, and if there's a demand for something, I recognise it. I don't think I'm crass. I stand by everything I do.

What I look for when I see a piece of art for the first time is some kind of emotional, intellectual experience, that's a combination of both of those things and is informed by my knowledge and something new that I see the artist doing.