Digital music expert Barney Wragg has joined Reciva Limited, the Cambridge, England-based Internet radio and digital media player specialist, as a non-executive director.

Wragg, who remains with EMI Music in London as global head of digital, will offer guidance and advice to Reciva's board on its sales and marketing strategy and on the development of digital media services.

Prior to joining EMI Music in late 2006, Wragg served as senior VP for Universal Music Group International's digital division, eLabs, where he was instrumental in driving the major's transition towards a digital future.

"Barney clearly has a spectacular knowledge of the digital music arena and so is able to help advising us on such things as music downloads, subscription audio services and on the best way to put the products together so that they're usable from a listeners' point of view," Reciva CEO Giles Hutchison tells Billboard.biz.

Wragg added in a statement, "What impresses me about Reciva is they are developing technology that will drive the next generation of connected music devices that will support the expanding digital music market in ways that are consumer friendly and fun."

Reciva boasts of 50,000 Internet radio modules, which are available in the United States, United Kingdom, Japan and Australia under such brand names as Bush, Alba, BT, DSGI Group, Morphy Richards and Grundig.