Normally, I tend to think of big media companies hiring a "Chief Digital Officer" as being severely misguided
. That's because thinking "digitally" isn't a separate job function or a separate department these days. It should permeate across the business -- and assigning it to one exec pretty much guarantees that the rest of the company now thinks that it isn't their problem to think about how new technologies impact their business strategy. However, record label EMI is making some news lately, and has now hired Second Life co-founder Cory Ondrejka to be its VP of digital strategy
. Combined with the fact that EMI also recently hired Google's former CIO
Doug Merrill, it makes you wonder if the company really is taking the importance of technology seriously in establishing its business strategy. It remains to be seen if the company really is taking the time to understand these concepts across its business, or if it's pigeonholing "the tech guys"
into limited roles. No matter what, it's worth watching to see if a major record label really can evolve and adapt to the changing market.