Ebony Ebony Rhiney-James


Occupation: Head of Digital Marketing, Sony Music Entertainment UK

Business: Record Label

How did you hear about my research? Via a friend

Twitter name: N/A

Linked In: Ebony Rhiney-James

Instagram: thru_ebony_eyes

Charity supported: ACLT

Business Type and name: Music, Sony Music Entertainment UK

What social media platforms do you use?







How often do you check your social media platforms?

Several times a day

How important is digital media in your business and personal life?

As Head of Digital for a major record label, I manage a team of Digital Marketing Managers and Channel Managers. Collectively we build and implement the Digital Marketing Strategy for a wide range of Domestic and International artists.

As my work is so focused on Digital Media, my personal use isn’t as frequent as it used to be as it’s important for me to be able to switch off. But it’s still important for me to be a personal user to step back and understand how fans/ consumers use these platforms.



What do you use digital media for?     

  • TV
  • News
  • Business trends
  • Gossip
  • Entertainment
  • E-learning
  • Shopping
  • E-books
  • General browsing
  • Get latest apps
  • Business promotion

All of the above (excluding sport)

How has digital media enhanced your business?

Digital Media is my business.

Do you use digital media to support your chosen charity?

Yes, I used to meet with the ACLT frequently to advise them on Digital Strategy.


How long have you run your business and what is your role?

I’ve been working in Digital Marketing for 8 years, both in record labels and  Live Music (Live Nation).


Do you use social media to interact with your family or friends?

Yes, often. It’s especially key when communicating with family and friends abroad.


What do you use social media for mainly work or play?


Do you share your social media updates across all platforms?

No, Facebook is the main platform I use for personal social media updates.


Do you have two social media profiles? One for business and one for personal use? 

If yes, why?

Yes, I’m  an administrator on several artist platforms as part of my position at Sony Music.

In the past I’ve found my commentary on my personal Twitter account is often used as part of news stories, where the journalist will quote me based on my position within my company.

So I felt it best to stop using the original personal account, so I can communicate incognito!


What topics of interest do you follow via digital media?

Digital Marketing  News

Music Industry News

Entertainment News

World News

Business News






New Technology



Do you use Skype or Face Time?

Yes both, but Skype more frequently.


Do you use Social media on your mobile phone?

Yes, predominantly.

How important is digital media to your business or personal life?

Key to my business and relevant for my social life.

Do you buy or read magazines, journals or newspapers online?


Do you book your holidays online or go to a travel agent?

Always online.

How much of your business and professional life is conducted online?

Business: 70% Personal Life: 30%

Do you read and use social media when on vacation?

Yes, but not as frequently.