“So we need to sign this rapper, because rap is cool, but not everyone likes rap, so we’d better get him to sing. It needs to be poppy enough for radio, but also a bit rocky to give it edge – in fact put a guitar on so it sounds a bit rocky – but really the production needs to be dubstep, for the kids, but we can’t be too alienating, so we’d better put a trance riff in as the hook.”