A spokesman for Adidas said the labels were clearly counterfeit.

Dauchez said the labels' attitude changed after they realized streaming services were a new source of revenue.

Mills said the labels were now much more open to working with a range of new business models.

He said the labels went beyond simple facts about smoking, instead trying to disgust or revolt people about cigarettes.

Jenner said the labels' basic business model -cultivating a few hit acts to subsidize several money-losingones -is flawed.