We did a photo shoot for Bushmills. To be clear: They gave us a bunch of money and we were able to finish [my recording studio] without borrowing. It was great for us, and everybody that worked at the company was great, and I love Bushmills and wanted to do the deal because my dad loved Bushmills — we bond over Irish whiskey. But the problem is that it isn’t just Bushmills. It’s run by a corporation, and you kind of forget that they’re not interested in you or really what you’re doing. They’re interested in your popularity and your reach, and it felt really sickening after a while. Not badmouthing Bushmills the company, but I regret it.
Bon Iver’s Justin Vernon, discussing his new album, Diageo Can Suck A Dick.
*Working title. Possibly.