Believe’s Romain Vivien is to take on expanded responsibilities as global head of music.
The move is part of the strategic evolution of Believe’s commercial organisation designed to accelerate a five-year strategic plan.
In this role, Romain Vivien will continue overseeing Believe's global recording music activities, while now directly leading Believe's three major geographic regions – EMEA, Americas and APAC – and driving the group’s strategic partnerships.
“This evolution creates a simpler and more integrated leadership model, bringing together regional execution, global business lines and strategic partnerships,” said a statement.
Directly reporting to Romain Vivien, Believe's three major geographic regions will be overseen by three regional presidents:
● Americas: Adriana Sein recently joined Believe as president Americas. With extensive experience from Warner Music Group, Sony Music Entertainment and Ultra Music, she will lead acceleration and long-term positioning across the United States, Canada and Latin America.
● APAC: Sylvain Delange continues in his role as president APAC to further strengthen Believe's market positions across Asia-Pacific and accelerate growth in key music markets.
● EMEA: As revealed last week, Viktoria Siniavskaia is now president, EMEA. Following her leadership across META, East & Southern Europe and Americas, she now oversees the newly established EMEA region to drive growth through enhanced regional coordination and market collaboration.
Launched in January 2025, Believe's From Access To Success strategic plan aims to transform the company into a “full-service, technology-empowered one global artist development company focused on artist success”, according to the announcement.
Romain Vivien's global recording music activities are supported by Elsa Bahamonde Bourgain (president of Believe Artist Services & Believe Label & Artist Solutions) and Brian Miller (chief business officer for TuneCore).
Combined with the leadership of Chris Meehan, CEO of publishing, the new structure is designed to reinforce Believe's global ambitions, while preserving local expertise and entrepreneurial culture.
"Our mission remains unchanged: to transform Believe into a full-service global artist development company obsessed with artist success," said Romain Vivien, global head of music. "By evolving our regional organisation around three major geographic pillars, we
are creating clearer accountability, accelerating decision-making closer to local markets, and fostering stronger execution across our global footprint. Adriana, Viktoria and Sylvain are fantastic and unique leaders with very strong proven track records, and I have no doubt they will be instrumental in driving even greater success in their region in the years to come.”
"Over the past two decades, Romain has been instrumental in shaping our global music vision and growing Believe into a leading force in digital music and artist development,” said Denis Ladegaillerie, founder & CEO, Believe. “As Believe enters its next phase of growth, I am immensely proud that we can rely on leaders like him, Viktoria and Sylvain who have grown with us – taking on even greater responsibilities and whose continued leadership and commitment is unwavering – alongside exceptional new talent like Adriana, bringing fresh perspectives to our teams. This strengthened regional organisation brings us closer to our local artists, songwriters, labels and publishers around the world, while uniting us more closely than ever as one global organisation.”
After serving as CEO of Believe France since 2008, Romain Vivien was named Believe’s global head of music and president for Europe in 2024.
Vivien began his career at Virgin in 1996, then held different positions at EMI, including managing director of Capitol France. He acts as VP of indies’ trade body UPFI and board member of labels’ association SPPF.
He also served as president of the Victoires de la Musique in 2020 and 2021.
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