EMI Music has appointed key talent as its new worldwide head of digital, Barney Wragg.

Wragg was formerly senior vice president for Universal Music Group's digital division, eLabs. In his five years at the company, he was responsible for the international operations of the division, developing Universal's digital business and generating new revenue streams from emerging technologies.

iPod and iTunes users will know of Wragg's work through several key events. While at Universal Music he was instrumental in securing the exclusive Apple/U2 iPod deal, releasing back catalogue Rolling Stones tracks and for the breakthrough Paul McCartney digital-only Live 8 release, Sergeant Pepper.

Wragg will report to Alain Levy and David Munns, chairman and CEO and vice chairman respectively of EMI Music. He will be responsible for developing and leading the implementation of EMI Music's digital strategy globally. He will help maintain and build EMI's relationships with the key digital service providers, including iTunes and will be based at EMI's headquarters in London.

Levy said: "We are very pleased that Barney is joining EMI to lead the next phase in the evolution of our digital strategy. He is a highly experienced and respected digital music executive who will drive EMI Music's ongoing development in this exciting period of innovation and growth in the market."

Barney Wragg commented: "EMI has always been at the forefront of the digital music boom, and I'm very excited to be joining Alain, David and the EMI team around the world to help realise the company's digital aspirations."

Wragg's connection with technology is extensive. Before joining Universal, Wragg worked from 1996 to 2001 as audio business development manager for Advanced RISC Machines (ARM).

Apple once held a substantial stake in ARM - indeed, it's an ARM processor that drives the iPod.

Wragg began his career as an independent club and concert promoter, promoting live and dance events across the north of England.