Big Sean, alongside business partners Greg James, the chief strategy officer at Havas Media, and Adam Petrick, the global brand director of marketing at Puma, spoke to Variety‘s Ramin Setoodeh about the importance of digital versus traditional advertising in today’s competitive market within the media industry.

“In some ways, there’s a correction we need because we’ve all been very obsessed with all things digital and we get very obsessed with all things that are about what data is available,” James said during the Variety Studio at Cannes presented by Inscape & “So when we think about media in the balance between digital and traditional, we’re thinking about what resonates for people, and where’s the best place to do that story or to tell that story.”