WARNER MUSIC U.K. UPS DIGITAL EXEC EMMY LOVELL

Emmy Lovell, currently VP Digital for Parlophone and Warner Bros. Records U.K., will now lead digital innovation across all the major's imprints, reporting to label boss Max Lousada.

In her new role, Lovell will identify and develop technologies, platforms and partners to enhance the creative and commercial impact of Warner Music U.K.’s artists, working closely with Business Development to create opportunities the company’s labels can tap into.

Lovell will also head up the innovation centre in recently launched creative/content division The Firepit, developing pilot projects and supporting their adoption across the business, as well as continuing to partner with the Commercial team to make the most of existing digital platforms.

Said Lousada: "Digital technology will continue to drive profound change for entertainment and media and no one is better qualified than Emmy to help us harness those developments and pioneer experiences that make fans and audiences feel a real, emotional connection to our music.

"Emmy combines a far-sighted ability to spot the next wave with a genuine and infectious enthusiasm for figuring out how we use it to carry us - and our artists - forward. I’m delighted to have such a strong and driven executive helping to steer our continued transformation and growth in this important new role."

Lovell added: "Technology is empowering us to give fans authentic, immersive and personalised access to the music they love like never before. Our family of labels are passionate about telling their artists’ stories in ways that will engage, surprise and delight fans and I’m excited to be able to support them by continually refreshing their toolkit with new and dynamic technologies.”

During her career in the music industry, Lovell has led a series of campaigns for artists, including Coldplay, Muse, Gorillaz, Deadmau5, Danger Mouse and Tinie Tempah. She has also been instrumental in the digital evolution of artists such as Kylie and The Chemical Brothers, and led the BRIT Awards digital committee in 2016. Prior to joining EMI in 2010 as Senior Digital Manager, she held a variety of marketing and digital roles at the BBC, Capital Radio and Bauer Media.