Believe has expanded the role of Romain Vivien, its Global Head of Music.
Vivien will now directly lead the company’s three geographic regions – EMEA, the Americas, and APAC – and drive its strategic partnerships.
He will also continue to oversee Believe‘s global recorded music activities, the Paris-headquartered company announced on Monday (October 19).
Believe says the change creates “a simpler and more integrated leadership model, bringing together regional execution, global business lines, and strategic partnerships”.
The company describes the move as the latest step in an evolution of its commercial organization “designed to accelerate the execution of its 2030 ambition”.
Three Regional Presidents at Believe will report directly to Vivien.
Adriana Sein, whose appointment as President Americas was announced earlier this month, will lead Believe’s business across the US, Canada, and Latin America.
Sein was most recently SVP & Global Head of Artist & Market Development at ADA, Warner Music Group‘s services arm for independent artists and labels.
Viktoria Siniavskaia has been appointed President EMEA, overseeing the newly established region.
Siniavskaia, who has worked at Believe for 15 years, previously led the company’s operations across META (the Middle East, Turkey, and Africa), East & Southern Europe, and the Americas.
Sylvain Delange continues as President APAC, with a remit to “further strengthen Believe’s market positions across Asia-Pacific and accelerate growth in key dynamic music markets”, according to the company.
“Our mission remains unchanged: to transform Believe into a full-service global artist development company obsessed with artist success,” said Vivien.
“By evolving our regional organization 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.”
Denis Ladegaillerie, Founder & CEO of Believe, added: “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.
“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, take on even greater responsibilities or whose continued leadership and commitment is unwavering, alongside exceptional new talent like Adriana, bringing fresh perspectives to our teams.
“This strengthened regional organization brings us closer to our local artists, songwriters, labels and publishers around the world, while uniting us more closely than ever as one global organization.”
Vivien’s global recorded 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.
Bahamonde Bourgain was named to her role in July, as part of a restructure of Believe’s global organization that also saw Romain Becker appointed Group COO.
Believe says that, combined with the leadership of Chris Meehan, CEO of Publishing, the new structure “reinforces Believe’s ambition to operate as One Global Music Organization, while preserving local expertise and entrepreneurial culture”.
Meehan, who founded Sentric, has led Believe Music Publishing since its launch in October 2025.
Roman Vivien served as CEO of Believe France from 2008.
In October 2024, he was promoted to the newly created role of Global Head of Music, while also serving as Believe’s President for Europe.
He began his career at Virgin in 1996, and later held positions at EMI, including Managing Director of Capitol France.
Vivien is VP of indie trade body UPFI and a board member of labels’ association SPPF.
He was President of the Victoires de la Musique in 2020 and 2021.
Believe operates in more than 50 countries and has more than 2,000 employees.Music Business Worldwide