Professor Green: 'Brands will fund music industry of the future'

The rapper Professor Green said brands have an opportunity to support more artists as record labels cut back on funding.

"There’s a hell of a lot more money to come from brands than there are from labels," he told Conor McNicholas, former editor of NME and Top Gear magazines and now CEO of content agency AllTogetherNow, at the Cannes Lions festival. 

He pointed to the example of Jay-Z, who had an entire album financed by an alcohol company. "I think there's going to be a hell of a lot more of that," he said.

Professor Green also spoke about what makes a good partnership between a brand and an artist. Watch the full interview above.