Warner Music UK has promoted Emmy Lovell to the role of vice president of digital.
Currently VP digital for Parlophone and Warner Bros. Records UK, Lovell will lead digital innovation across all of Warner Music UK’s labels, reporting to Max Lousada, chairman & CEO Warner Music UK.
In her new role, Lovell will be responsible for identifying and developing technologies, platforms and partners that have the potential to enhance the creative and commercial impact of Warner Music UK’s artists, working closely with business development to translate them into opportunities the company’s labels can tap into.
She will also head up the innovation centre in The Firepit, developing pilot projects and supporting their adoption and implementation across the business, as well as continuing to partner with the commercial team to optimise the existing digital platforms through which music is consumed.
Lousada said: "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 commented: "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 three-year tenure heading up digital across the Parlophone and Warner Bros. labels, Lovell has led a series of ground-breaking campaigns, including an intimate live stream launch from Coldplay’s studios for A Head Full Of Dreams and an interactive gaming app for Drones by Muse. She's also been involved in the digital evolution of superstar artists such as Kylie and The Chemical Brothers, as well as spearheading campaigns for Gorillaz, Deadmau5, Danger Mouse and Tinie Tempah. Lovell's leading of the BRIT Awards digital committee in 2016 resulted in The BRIT Awards being nominated for a Broadcast Digital Award.