By Emma Smith

As part of its series on women in business, BBC News Online talks to the director of e-media at Sony Europe, Andrea Duffy, about how technology is changing the music world. Andrea Duffy realised that she wanted to work in the music industry at an early age.

She was an ambitious teenager and rapidly secured a job with her neighbour's small record business. It did not take long for her to become hooked.

"I learned how much I truly loved music and that I could actually make a career of it if I put my mind to it," she says.

The job also gave her broad musical tastes.

"I learned to appreciate all types of music since I was primarily selling music that was made before I was even born."

Audio background

When the time came for Andrea to decide which career to go for, her previous experience made her decision easy.

Andrea's first computer was a Commodore 64

"It prompted me to study music. I really wanted to do a degree so that I could continue my education if I wished, but also specialise in the thing that I loved most," she says.

Andrea followed her heart. Her degree in audio production from the school of Radio and Television Arts at Ryerson University in Canada gave her a great foundation.

She soon found a job that fulfilled her passion and before long, was moving up the career ladder.

Web attraction

Today, Andrea works for leading record label, Sony Music Europe. She started in the marketing department but found herself developing another love, new media.

Andrea first discovered computers by playing Space Invaders on the Commodore 64.

Dealing with technology in a work environment gave her an insight into the massive potential it had for business.

As she became more involved in developing websites and online marketing plans for the artists that she represented, Andrea began to realise the power of the internet.

"Since I thrive on learning new things, I found that I was spending more and more time researching new media opportunities. I knew that I could only be a better marketer if I took the time to develop this area of expertise," she says.

Constant innovation

Her efforts paid off. Now Andrea is in charge of all Sony's e-marketing initiatives for Europe.

I couldn't do my job without my mobile and my laptop

Andrea Duffy

Much of her job involves identifying new opportunities. She works alongside the European offices to find new ways to promote artists using mobile and online technologies.

Keeping with everything that is going on is a challenge. Barely a day goes by without music and the internet being in the press.

"The biggest challenge with mobile music marketing at the moment is that it is a new business model for artists and labels alike so there are no rules and no examples to follow," she explains.

The constant innovation is something that Andrea loves.

"It's an exciting time to try new things and see what sticks. There's always something to learn."

Due to her involvement in new media, Andrea was chosen as one of the young female role models for a project called ITbeat.

It aims to get more girls interested in technology by tackling the geeky image often attached to people working in this field.

E-mail addict

Andrea's job entails travelling the world, so she relies on technology. She happily describes herself as an internet junkie, arranging all her trips online.

"I find that the internet becomes my personal planner from paying bills, to buying airline tickets and researching my next destination," she says.

Staying in contact with both business contacts and friends is also made easier by computers.

"I use e-mail as my main communications line since I'm always on the go. I discovered e-mail at university back in the early 90's. It has become my lifeline to my friends and family. E-mail is my best friend."

From her teenage ambition to her high-profile career today, Andrea Duffy is a woman who has following her dream.

Technology is an essential part of her life. As Andrea herself says: "I couldn't do my job without my mobile and my laptop."

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Emma Smith founded the Wired Woman Society in 1996 and co-authored Technology With Curves in 2000. She now runs At Large Media, a new media consultancy.