Romain Vivien to take on expanded responsibilities at Believe overseeing EMEA, Americas and APAC

Believe, a prominent player in the digital music and artist development arena, is realigning its global leadership structure to sharpen its strategic focus and accelerate growth across key international markets. Central to this change is Romain Vivien, who has been appointed to an expanded role as global head of music, consolidating oversight of the company’s regional operations and strategic partnerships under his leadership.

Vivien’s new responsibilities encompass direct management of Believe’s three primary regional divisions: Europe, the Middle East and Africa (EMEA); the Americas; and Asia-Pacific (APAC). This restructuring marks a move towards a more streamlined leadership model intended to enhance coordination between regional execution and global business units, fostering quicker decision-making tailored to local market dynamics.

Each of these regions is led by a president reporting directly to Vivien. In the Americas, Adriana Sein recently stepped into the role of president, bringing extensive industry experience from major labels including Warner Music Group and Sony Music Entertainment. She is tasked with driving Believe’s growth and market positioning across North and Latin America.

Sylvain Delange continues to oversee the APAC region, focusing on expanding Believe’s influence and deepening its presence within Asia’s rapidly evolving music markets. Meanwhile, Viktoria Siniavskaia has been appointed president for the newly consolidated EMEA region, a territory she is familiar with through her prior leadership roles spanning META, Eastern and Southern Europe, and parts of the Americas. Her role is pivotal in enhancing regional cooperation and market synergy across EMEA.

This leadership refresh aligns with Believe’s strategic plan, “From Access To Success,” set to launch in early 2025. The initiative aims to transform Believe into a fully integrated, technology-driven global artist development company, emphasizing comprehensive artist support and success.

Supporting Vivien in his expanded role are key executives including Elsa Bahamonde Bourgain, who presides over Believe Artist Services and Believe Label & Artist Solutions, and Brian Miller, chief business officer for TuneCore. Alongside Chris Meehan, CEO of Believe Publishing, this leadership team is positioned to balance global ambitions with the preservation of local expertise and entrepreneurial spirit.

Romain Vivien’s tenure at Believe has been marked by significant contributions to the company’s growth since taking the helm as CEO of Believe France in 2008. His ascent to global head of music and president for Europe in 2024 underscored his role in shaping Believe’s vision. His industry experience spans several decades and includes senior roles at Virgin and EMI, giving him a comprehensive perspective on both major label operations and independent music sectors.

The reorganization signals Believe’s intention to deepen its local market engagement while enhancing global coordination. By empowering regional leaders with clear accountability and integrating strategic partnerships under Vivien’s purview, the company aims to accelerate its adaptability and responsiveness in a competitive music industry landscape.

Denis Ladegaillerie, Believe’s founder and CEO, has emphasized the importance of experienced leadership alongside fresh talent in this new structure. The combination is expected to foster innovation and sustained development, bringing Believe closer to artists, songwriters, labels, and publishers worldwide.

While details on the operational specifics of the strategic plan remain limited, the repositioning of leadership reflects a broader industry trend towards consolidating global oversight with regional agility. Believe’s approach aims to leverage the strengths of its leadership team to navigate the complexities of the international music market and support artist careers effectively across diverse territories.