Arcade Fire have sensationally hit out at supergroups such as The Rolling Stones, Oasis and U2 for their ambitions to be the biggest band in the world.
Band frontman Win Butler attacked blanket marketing campaigns used by some bands which he believes almost force fans to like the music.
Speaking about his bandâ€™s low key approach, Butler said: "It's not like we shun success, but at the same time we don't want to shove it down people's throats. In the UK there's this kind of rock star competition.
"I don't know if U2 started it, or The Stones or Oasis but a lot of bands think in terms of: 'I'm going to be the biggest band in the world. Fuck all those bands who've got no ambition'. I think that's a total crock of shit.
He continued to the NME: "There's nothing less interesting to me than the idea of marketing the fuck out of something so people are forced to like it. Some bands are just manipulating people to buy music. That's how 90 per cent of the record industry works! It's basically the same as selling a fucking toaster or a cruise package."