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With the increasing importance of official digital content for both record labels and consumers, EMI Music UK has appointed David Edwards to the newly created role of Digital Content Co-ordinator.

Working on EMI Music UK’s aggregate and award-winning site, www.the-raft.com, and various artist sites, including kylie.com, Edwards is responsible for creating and managing digital content, including artist-specific features, interviews, and behind-the-scenes footage. Prior to this position, Edwards worked in EMI Music UK’s New Media division as New Media Co-ordinator.

Danny Van Emden, Digital Media Director at EMI Music UK, comments, “With David’s appointment, we are strengthening our strategy of efficiently delivering official, authoritative and high quality digital content directly to consumers. David has excellent experience in artist promotion and communication through digital channels, which will allow us to maximise revenue opportunities while maintaining our dialogue with music fans.”

Before joining the central digital team and EMI Music UK, Edwards was part of the New Media team at EMI Music UK label, Virgin. Prior to this, Edwards worked at Zenith Entertainment.

The Digital Content division has grown to become an integral in-house facility for creating up-to-the-minute digital content for its range of artists. With skills in journalism, programming, photography, SEO and design, the team is able to generate the right mix of copywriting and creativity to exploit a range of commercial opportunities.

Editor’s notes

About EMI Music – Digital Media Division

EMI Music was the first major record company to establish a dedicated Digital Media division in 1998. The division, headed up by Danny Van Emden, the Digital Media Director, is responsible for the digital activity of EMI Music UK and Ireland and its individual music labels. In addition, each of EMI Music’s record labels - EMI Records, Innocent, Parlophone, Virgin and the catalogue division - has a Digital Media Manager responsible for developing artist specific new media opportunities, promotions and web presence.

The Digital Media division develops many of the company’s digital cross-marketing and artist promotions; providing exclusive content; managing data capture and eCRM systems; and monetising EMI Music’s assets across the digital media. The division is also responsible for the EMI Music aggregate site, www.the-raft.com, which has been running for 11 years and won multiple awards.

Working with EMI’s Commercial Digital team, Digital Media has worked with retail, brand, online and mobile organisations. This year alone, the division has agreed a number of crucial deals with high profile partners including OD2, i-Tunes, mycokemusic, Napster, Orange and Vodafone Live.

Websites developed for well-known artists include Kylie.com, Kelis.co.uk, thethrills.com, nerduk.com, thedivinecomedy.com, doves.net and jamelia.com. The team is also responsible for creating artists’ web shops, selling physical products and exclusive merchandise, as well as developing mobile shops and download platforms.

EMI Music UK is part of The EMI Group, one of the largest music companies in the world and listed on the London Stock Exchange.


Anna Vickerstaff
immediate future Ltd.
0845 408 2031

Published on: 12:00AM on 15th March 2005