Global artist development company Believe has announced the appointment of Viktoria Siniavskaia as president EMEA.
Siniavskaia, who will report directly to the firm's global head of music Romain Vivien, previously spearheaded Believe's operations across META (Middle East, Türkiye, and Africa), East & Southern Europe, and the Americas.
Believe says the creation of a dedicated EMEA region marks a further step in its evolution towards a stronger regional leadership model.
"As Believe scales globally and strengthens its market positions, our next stage of growth requires a music organisation combining stronger regional leadership, greater strategic autonomy, and increased global alignment," said Vivien. "Viktoria’s track record of successful leadership across multiple key regions makes her ideally suited to lead EMEA as we build the leading global artist development company for independent artists, songwriters, labels, and publishers at all levels.
"I am particularly proud to see her continue to grow within Believe and expand her oversight to mature markets such as the UK, Germany and France. I am very confident she will be successful in her new expanded role.”
I am thrilled to take on the leadership of EMEA, to continue expanding our presence and drive success for our artists and labels
Viktoria Siniavskaia, Believe
Siniavskaia brings more than 20 years of music industry experience, including over 15 years at Believe.
Directly reporting to her in the new EMEA structure are: Henri Jamet (MD, France); Thorsten Freese, (MD, Germany); Alex Kennedy (MD, UK); Sara Pedroni (regional general manager, Southern Europe); Denis Gorshkov (Russia, Turkey, Middle East, Africa); Patrycja Lobaczewska (regional LAS director, Eastern Europe); and Elena Fironova (regional MD operations, Russia, Turkey, Middle East, Africa).
The company says her appointment reflects the strategic importance of Europe, the Middle East and Africa while "strengthening Believe’s ability to drive growth through greater regional coordination, leadership development and market collaboration".
"I am thrilled to take on the leadership of EMEA, to continue expanding our presence and drive success for our artists and labels," said Siniavskaia. "Alongside the outstanding teams I’m working with across these countries, I will contribute to strengthen our organisation and build services and solutions that empower independent talent at every stage of their careers."
