Professor Green thinks branding is becoming more important than being signed to a record label. 

The 'Monster' star admits that gathering interest from a recognised brand name can be more lucrative to an artist than having the all important major label deal. He explained to BBC's Newsbeat that great financial support can be generated from having a big name attached to your music:

"The way the industry is going [brands] are the only way you can finance a project,"

"I don't think it's selling out. The relationships you can build with brands are important. It opens up a lot to me as an artist promotionally but it also gives them a lot."

Puma will be handling the marketing for Green's forthcoming album and Mark Pickering, a Sony Music executive, also understands the importance of branding and added:

"It's not a record company any more, it's an entertainment company."

Watch his performance of 'I Need You Tonight' from Radio 1's Big Weekend here: