Rap artist and songwriter Professor Green warned marketers not to underestimate their audience when making video content with artists.
"You can’t shoehorn an artist into a brand. People see through it," he said.
Professor Green spoke on a panel in Cannes along with Sarah Wood, Businesswoman of the Year and co-founder and co-CEO of Unruly; Barcroft Productions’ Sam Barcroft; and Yolande Waldock, head of the global brand team at Lexus International.
Wood said "emotional intensity" is key to great video content.
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