When Music Week first speaks to Georgina Parnell, she’s hunkered down in a meeting room in the company’s Soho offices, taking a break from following Little Mix’s breathless Twitter promo around latest single Shout Out To My Ex.

“They used our Q&A video app tactically in the middle of release week and it worked, they got to No.1!” says Parnell, her obvious excitement making her belief in Twitter’s importance to the music business instantly clear.

“They did about 15 videos ...