EMI Music has appointed Rafael McDonnell to a new role covering brand partnerships, licensing and synchronization.

McDonnell launched and ran Mycokemusic.com in 2004, which was among the first legal download services in Europe, although it shut down in 2006. He joins EMI Music as vice president, brand partnerships, licensing and synchronization for the U.K. and Ireland.

The new post becomes effective Dec. 8 and McDonnell will report to Cynthia Sexton, EMI Music's L.A.-based executive vice president of global brand partnerships, licensing and synchronization.

McDonnell will be responsible for creating partnerships with major brands and agencies in the U.K. and driving revenues from licensing and synchs.

Like EMI Music's chief executive Elio Leoni-Sceti, McDonnell has a marketing background. For the last three years, he was founder and managing director of RED Entertainment Marketing, a marketing consultancy specialising in music and entertainment, working with brands such as Coca-Cola.

He previously held a variety of senior marketing positions within companies including Pepsico and Coca-Cola, where he was head of marketing activation and strategic marketing alliances.

"At EMI Music we are focused on delivering the most compelling products to consumers and business partners and the most powerful services to our artists," said Sexton in a statement. "Rafael's background, experience and love of music make him the ideal person to lead our U.K. team managing brand partnerships, licensing and synchronisation business and I'm very pleased he's joining us."

McDonnell added: "As music consumption continues to grow around the world and more and more brands and other commercial partners want to work with music, EMI's fantastic roster of artists and catalogue make it ideally placed to serve this growing demand."