Video provides artists with a vital marketing and creative tool, according to British rapper Professor Green (pictured).

Speaking at the IAB Video Engage conference yesterday, during a panel session hosted by music platform Vevo, Green spoke about the important role online video has in the music industry, adding that the old music industry has “entirely corroded”.

Professor Green, who has notched up over 13.5m video views across the Vevo platform, pointed to his part in Dorito’s hit Late Night video campaign for its two new flavours, as an example of how branded videos provide creative opportunities for artists.

“For this, I produced a new track [Comin’ to get me] and the campaign gave me the chance to do the first 360-degree video on YouTube [see below], which I wouldn’t have been able to do otherwise, costing in excess of £200,000,” he said.

Green, who manages his own social media channels having accumulated 450,000 Twitter followers, also stressed that artists must be selective when it comes to a brand partnership, adding, “you can’t shoehorn an artist to fit with a brand”.

Meanwhile, fellow panelist Vevo director of programming and content Tom Connaughton said online media has eroded the “traditional gatekeepers” of music, meaning people no longer have to wait to hear their music on Radio 1, for example.

He said platforms like Vevo have been created as a way of clamping down on music piracy, and that the platform’s focus for 2012 will be toward connected TVs and games consoles.

“The Xbox, which Vevo will also have a presence on as of next month, is a really exciting proposition given the opportunities around its Kinect motion sensor technology,” he said. 

Panelist EMI UK VP of digital Dan Duncombe said video bridges the gap between artists and their fans, while opening new revenue streams. “The convergence of multiple screens will also mean we have wider scope for creativity.”