Q. Have you been surprised by the willingness of artists, creatives and musicians, such as Peter Saville, to take part in the campaign?

A. "I believe we provide an interesting enough brief for the likes for the top creatives to straddle with lines of working with a commercial brand whilst fuelling their creative energies."

Q. Much like the iPod, the PSP has created a new industry with the arrival of hundreds and thousands of third party products. These have come from a phenomenally wide range of sources, whether it is Fendi, Tommy Hilfiger or small time producers. Do you consider this beneficial to the PSP brand or would you rather Sony chose an official partner to control this burgeoning trend?

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