Twitter UK’s head of entertainment partnerships Georgina Parnell has commented on the company’s importance as part of a “fragmenting” music industry.

Parnell is the subject of this week’s Big Interview, and granted rare insight into the social media giant’s approach to music. On the subject of streaming, she said: “It’s now a key part of our strategy. If the industry keeps getting more and more fragmented and people are discovering music in different places, Twitter is still going to be the one place people come together to talk about that music.” 

Commenting on Twitter’s role in the wider music business, Parnell –who has previously worked at Channel 4 and YouTube – said she hopes it “can improve the current situation where there’s more and more music coming out, but the charts aren’t changing on a week-to-week basis. It feels quite vanilla when the charts don’t change.” 

She continued: “I just hope the different niches and types of music you can find on Twitter are actually going to help aid discovery, so new music can rise to the top without relying on being top of the streaming charts.” 

Read the full interview here, or in the new issue of Music Week, out now.

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