"We'd love to be a modern day version of RAK, where the artists are signed and developed here." The goal is to establish an "entertainment company, with Higgins [...] presiding over a pool of talent, retaining key rights to the artists they develop." Higgins also says, "I object to the word 'manufactured' cause I think it's invariably said with a vague sneer. The real phrase is 'producer driven'." The Guardian described the Xenomania audition process as "find keen, dreamy singers they like and nurture them into fresh, distinctive shape over many months, patiently creating a soundtrack specifically tailored to the energy, background and character of the performers". In 2009, Xenomania held a "mini festival" entitled Xenofest in which they showcased their artists to journalists, record label representatives, and PRs. Vagabond were formed through the programme. Vagabond's vocalist Alex Vargas said, "It sounds cheesy, but we really are one big family". Mini Viva, who were formed in 2007, spent two years working with Xenomania before their launch. Other artists discovered and developed through Xenomania Records include Alex Gardner, Brooke X and Jessie Malakouti. Commenting on the underperformances of Gardner and Mini Viva's singles, Popbitch wrote that the publicity surrounding the latter act may have placed "too much emphasis on a 30 and 40-something production duo" that "shouldn't be trying to be the next Timbaland or Red One ". In 2012, Xenomania Records became an imprint of Sony Music Entertainment and signed Amelia Lily, a finalist from The X Factor. Xenomania's in-house drummer Florrie Arnold signed to Sony after finding Internet success. Xenomania held an open audition for recording artists in London's Shoreditch area in 2013. Work ethic Higgins told The Telegraph in August 2009, "Pop is where the cutting edge of music is but it needs to be done with total sincerity and an incredible amount of skill, otherwise it doesn't warrant its own existence. There is a science to it, but there's magic too. You have to find the space where art and commerce truly meet in the middle, with genuine feeling and sentiment." He has also said, "pop music is maths." Xenomania are notable for their abnormal writing process. According to an article in Q magazine's October 2009 issue, "they each work on backing tracks, chords or beats, Higgins choosing the best bits and building up songs like jigsaws." The various pieces of music are discussed at daily meetings