The girl-next-door image is a sort of joke; for years, I couldn't get any roles other than as somebody dark.
When you're doing a deal with someone in the southern Sahara, it's a very different way of doing business than in London. You can't sign them in the usual way because they'd end up getting ripped off, which would defeat the object of setting up a label like this.
As barbaric is we are, it's a miracle we haven't blown ourselves off the face of the earth so far.