English musician Tom Odell spoke to Variety‘s Shirley Halperin about the challenge of continuing to recognize the social importance of music in a modern world with an overwhelming amount of content.

“Music has become so ubiquitous in everyday life — there’s so much media and content constantly in front of you — I think it’s a real challenge to be able to make an artist and keep artists and music as this potent and valuable commodity,” Odell said during the Variety Studio at Cannes presented by Inscape & iSpot.tv.