Professor Green on the secret to great videos

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.