Simon Fuller

I do believe there is an opportunity to do things differently and see what a revamped next generation' American Idol' might look like.

I understand popular entertainment better than anyone. I want to have the world's No. 1 tennis player, the hottest movie, the biggest artist.

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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.

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If it were up to me, I'd rather create things that last long-term, but my thrill comes from reflecting what's going on now.

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I'm incredibly articulate, thoughtful and moral, and I think about what I do. I want to be known for doing something good.

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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.

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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.

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