Arcade Fire frontman WIN BUTLER has hit out at U2, THE Rolling Stones and Oasis for forcing their music down consumers' throats with big-headed, self-important boasts. The Canadian rocker dislikes the way mainstream bands - particularly in the UK - use aggressive marketing techniques. He says, "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 (sic) 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. F**k all those bands who've got no ambition.' I think that's a total crock of s**t. "There's nothing less interesting to me than the idea of marketing the f**k 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 f**king toaster or a cruise package."