EMI hires former MyCokeMusic chief

EMI continues to refocus itself as a Web 2.0 music company, working to connect music makers with their fans..

…now as part of the deal to raise the value of music beyond that of a commodity, the company has appointed former MyCokeMusic leader, Rafael McDonnell to the new role of vice president – brand partnerships, licensing and synchronization for the UK and Ireland.

McDonnell will be responsible for creating partnerships with major brands and agencies in the UK and “driving revenues from the growing areas of music licensing and synchronization,” when he begins work on December 8.

Interviewed by Billboard last week a team of senior EMI executives confirmed the new strategy and spoke up for DRM-free song sales through iTunes Plus.

EMI’s recorded music CEO Elio Leoni-Sceti said, “So our role is indeed to manage that relationship. We have the scale, the competencies, the global reach in order to do that. So that’s probably one important message that I think is helpful to contextualize what we are here to do.”

“DRM certainly doesn’t provide value to the fan,” the executives then agreed.

The new senior EMI chap spent the last three years as founder and managing director of RED Entertainment Marketing, a marketing consultancy specializing in music and entertainment, working with brands such as Coca-Cola.

He has also held a variety of senior marketing positions within some of the biggest consumer brand organizations including Pepsico, where he was marketing manager for Walkers Crisps, and Coca-Cola where he was head of marketing activation and strategic marketing alliances.

While at Coca-Cola, in 2004 he established and ran Mycokemusic.com, one of Europe’s first major legal music download services.

McDonnell said: “As music consumption continues to grow around the world and more and more brands and other commercial partners want to work with music, EMI’s fantastic roster of artists and catalogue make it ideally placed to serve this growing demand. It’s an exciting time for the music industry and I’m looking forward to joining the great team at EMI Music.”

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