Mumbai: EMI Music has appointed co-founder of Linden Lab, Cory Ondrejka, as senior vice president, digital strategy, a newly created position to help drive EMI Music’s digital business.

At Linden Lab, Ondrejka led the development of the virtual world, Second Life.  In his new role, Ondrejka will draw from past experience to build the digital strategy for EMI Music, drive innovation around new revenue opportunities and build a world-class engineering team for the company.  Ondrejka will be based at EMI Music’s Los Angeles headquarters.

EMI Music president Douglas Merrill said, "Cory shares my passion for driving technology and innovation in the digital music business. His unique experience building online environments, like Second Life, will be invaluable to EMI Music, as we create new digital communities for fans and artists."

Ondrejka said, "EMI presented me with a rare opportunity to influence the digital music industry, by helping artists reach their fans in more relevant ways and by allowing fans to find and acquire music through new business models.  The technology is available to make the music experience better."