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"I'll always want an angle, something to separate me from the pack," he says, mischievously. "I'm sure I'm just a marketing man in disguise."

He insists this is not some kind of stopgap, masking his own notoriously slow creative process, but a genuinely felt response to the times. Indeed, Simon Cowell may be indirectly to blame. "With all these talent shows focusing on performance, the songwriter is being overlooked.

 14 February 2010