Jack White is challenging bands to release more music every year - insisting new technology makes it easier than ever to make records.
The rocker is preparing to put out new album Sea of Cowards with his band The Dead Weather, less than 12 months after their debut, Horehound, hit shelves.
And he insists there's no reason why rival groups aren't doing the same.
He tells Britain's The Sun, "We are living in a society that is based on instantaneous gratification. In the Sixties, bands used to do this all the time and put out two or three albums a year.
"It would be nice if more bands did it today as people have a short attention span - so why not put out music faster? It's easier to record on (computer software) Pro Tools, so it's easier to put out music quicker. It doesn't mean it's not going to be as good if you don't work on your music for 12 months - I just don't get what other bands are doing."