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Back then, you had to take time to figure out what youвЂ™re going to say and write and produce it. ThatвЂ™s how you produce records - like, churned out - and people expect that, and they like that, and they donвЂ™t mind.

Now you get these super-producers and these factory-line songwriters, and the artists just come in and. The вЂ90s, or when people actually made music and then put the records out.

More records used to come out with that gap, back in the days of not putting out a record a year. Even if they came out within two years, theyВ would each be. Do you feel like each one is representative of a different period in your life? Your records come out withВ four years between them. How much better would the music be if you got to spend so much more time making music? People think that I spend so much time because my records take forever to come out.

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You have to do all this other stuff to figure out how to make an income so you can keep making music. I spend way more time on marketing than I do making music. On 99 Вў, you comment a lot about product and the commodification of things, and content is a form of product. In January, White carved some time out of a schedule so packed she doesnвЂ™t even have time to exercise (вЂњ I literally am just trying to be a mom and do all the record stuffвЂќ) to walk SPINВ through her career thus far. RidingВ the energy of having a new baby and a new attitude, White reappearedВ with singles likeВ the jubilant вЂњCanвЂ™t Get Enough of MyselfвЂќВ and tropical-touched вЂњBanshee.вЂќВ She even embraced вЂњinstant gratsвЂќ like her Steve Madden-sponsored show at Music Hall of Williamsburg back in August, when she first hinted publicly at new music. IвЂ™m gonna have a good time this time.'вЂќ So she opened herself up to working with new people, like Swedish producer Patrik Berger, manufacturer of pop hits like Icona PopвЂ™s glossy banger вЂњI Love It,вЂќ and Ariel Rechtshaid affiliate Justin Raisen. вЂњI had to have a talk with myself this time,вЂќ White says.

(It wasnвЂ™t.)Д«ut SantigoldвЂ™s third album - 99 Вў, out February 26 on Atlantic - leaves all that behind. Her sophomore album, 2012вЂ™s Master of My Make-Believe, addressedВ commercial pop musicвЂ™s increasingly bland direction with stylishly righteous - and often misinterpreted - rage: Many assumed the video for album fire-starter вЂњBig MouthвЂќ was a dig at Lady Gaga and Katy Perry, who looked suspiciously like a few cartoons in the clip. вЂњYou got these big pop stars who didnвЂ™t know anything about and tookВ little pieces and ran with it.вЂќ (Case in point: SheвЂ™s claimedВ in the past to have introduced BeyoncГ© to DiploвЂ™s 2009 dancehall/baile funk fusion вЂњPon de Floor,вЂќ sampled on 2011вЂ™s anthemic вЂњRun the World (Girls).вЂќ) Then, around the turn of the millenniumвЂ™s secondВ decade, вЂњall the great things that people were doing just got streamlined into the song-machine system,вЂќ White recalls. My last record wasnвЂ™t like that.вЂќДЄВ lot has changed since 2008, when Santi White - then known as Santogold - erupted from theВ wide-eyed DIY music scene of 2000sВ New York with Santogold,В an album of polyglotВ pop that drew from West Indian street parties, LondonвЂ™s dimmestВ dance clubs, and the garage-glam rock of theВ Lower East Side. вЂњItвЂ™s like, вЂWe have to have content!вЂ™ ThatвЂ™s new.

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вЂњWe went to YouTube to meetВ with the product manager and the digital person, and they were explaining itвЂ™s where they release all these free songs before the record comes out, and then video for all that stuff, and Tumblr, and this and that,вЂќ she tells SPINВ at a pizza restaurantВ in BrooklynвЂ™s Bedford-Stuyvesant neighborhood. When Santigold started the year-long process behind her third LP, 99Вў, she had no ideaВ what instant grats ( вЂњinstant gratificationsвЂќ) were.