Believe has appointed Mel Curley as global head of editorial & marketing partnerships (EMP).
Based in New York City, Curley will report to Darya Pourshasb, Believe's chief marketing officer.
“The appointment marks a further step in Believe's From Access to Success strategy and its ambition to strengthen music marketing differentiation, combining global capabilities, technology and data to accelerate artist and label success,” said a statement from the global artist development company.
In the announcement, Believe noted that editorial and marketing partnerships with digital platforms “play an important role in helping artists reach new audiences and build sustainable careers”.
“Beyond traditional editorial playlists, new promotional formats, data-driven opportunities and platform ecosystems are reshaping how artists connect with fans,” added the statement.
In her new role, Mel Curley will lead Believe's global editorial and marketing partnerships strategy, strengthening relationships with key digital platforms and opening up new editorial and promotional opportunities to support artists’ and labels’ growth and international development across Believe's Artist Services, Label & Artist Solutions and TuneCore.
Mel Curley, global head of editorial & marketing partnerships at Believe, said: "I'm thrilled to join Believe at such an exciting time for the company and the music industry. The way audiences discover and engage with music is evolving rapidly, creating new possibilities for artists and labels across digital platforms.
“Believe's global reach, strong artist development expertise and commitment to innovation provide a fantastic foundation to build on. I'm excited to help strengthen our platform partnerships, explore new promotional opportunities and drive meaningful, measurable impact for artists and labels around the world."
Mel brings an exceptional combination of DSP expertise, music industry experience and strategic vision
Darya Pourshasb
Darya Pourshasb, chief marketing officer at Believe, said: "As competition for audience attention intensifies, our ability to connect artists and labels with fans across digital platforms has never been more important, which is why editorial and marketing partnerships are a key pillar of our music marketing strategy. Mel brings an exceptional combination of DSP expertise, music industry experience and strategic vision.
“I’m confident that her distinctive perspective on the evolving relationship between artists, labels and digital music services will be essential as we continue building on the expertise and contribution of our EMP teams worldwide. I'm delighted to welcome her to Believe and look forward to working together to unlock new opportunities for the artists and labels we serve."
Curley has joined Believe from Amazon Music, where she served as global head of independent label relations, overseeing relationships with more than 350-plus independent distributors, labels and artists worldwide.
Prior to Amazon Music, she held senior positions at Arista Records, leading the commerce and marketing team, where she drove strategic DSP partnerships and artist growth, and at Sony Music Entertainment, where she served as manager, commercial business.
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