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.