K'naan

You want to reach people, but you also want to reach them in the most authentic way. You now have a mass market and an audience that's listening, but they're in love with a song that means absolutely nothing to you.

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.