Believe France has launched ALL IN, a new pop entity that brings together four of its labels: naïve, Animal63, All Night Long, and Jo&Co.
The entity was unveiled on Tuesday (September 15) at a launch event in Paris.
ALL IN is led by Henri Jamet, Managing Director of Believe France, and Sébastien Saussez, who will head the new entity.
According to Believe, ALL IN is designed to create synergy between the four labels while allowing each to preserve its own identity and independence.
Under ALL IN, the labels will share a common framework and pool cross-functional expertise, particularly in digital marketing and promotion, while each retains its own creative direction.
The launch event featured performances from Hoshi, Linh, Max Baby, Thomas de Pourquery, arøne, TeddyBear, The Blaze, Urumi, Upsilone, Acid Arab, and Augis.
The initiative extends Believe‘s investment in pop repertoire, which the company traces to its acquisition of naïve in 2016.
naïve has since supported artists including Gaël Faye, Izïa, Iliona, Pomme, and Yamê.
Believe created Animal63 in 2017 in partnership with Savoir Faire, home to The Blaze, Tshegue, and Max Baby.
The Blaze‘s catalog is entirely gold-certified for export and has generated 1.5 billion streams, according to Believe.
Max Baby produced melodrama by Disiz and Theodora.
All Night Long followed in 2024, formed with Kidding Aside to support electronic producers such as NTO, Folamour, Trinix, Urumi, and Upsilone.
Believe first acquired a majority stake in Jo&Co in 2022, before the label fully joined the company in 2025.
Jo&Co‘s roster includes Hoshi, Claudio Capéo, Linh, and The Odds.
“ALL IN carries a strong collective ambition: to give labels and artists the resources to go further, and to grow their projects without sacrificing what makes them unique.”
Sébastien Saussez
The label was founded by Sébastien Saussez, who previously served as President of Mercury before launching Jo&Co.
“ALL IN carries a strong collective ambition: to give labels and artists the resources to go further, and to grow their projects without sacrificing what makes them unique,” said Saussez. “ALL IN creates the conditions for circulation, resonance, and long-term development for artists and their labels.
“It is a way to fully embrace the vitality and diversity of the French scene, guiding it toward new horizons.”
“With ALL IN, we affirm a long-term vision for the pop and electro ecosystem,” said Henri Jamet. “A vision that starts from the ground, from the artists and labels, and looks far ahead.
“The challenge is not just to support successes, but to build an entity capable of uncovering, developing, and establishing careers in a fast-moving market, both in France and internationally.”
“The challenge is not just to support successes, but to build an entity capable of uncovering, developing, and establishing careers in a fast-moving market.”
Henri Jamet
Jamet was appointed Managing Director of Believe France in 2024.
Fabiola Hurel (naïve), Lola Capolunghi (All Night Long), Julie Ganter (Animal63), and Fanchon Josse (Jo&Co) will continue to lead the artistic direction of each label.
With the launch of ALL IN, Believe France said the sharing of expertise across its labels is central to its strategy of developing artists by scene and by expertise, while preserving each label’s autonomy.
The launch comes during a period of wider change at Believe, which restructured its global organization in July 2026, uniting its commercial and product divisions.
In May 2026, the company unveiled AZTEC, its first US record label joint venture, with executive Az Cohen.
Believe has also moved into AI music tools, partnering with Google in May 2026 to offer the creation tool Flow Music to its artists.
In September 2026, Believe and TuneCore struck a global licensing deal with Suno.
Music from participating Believe and TuneCore artists was included in Suno’s v6 models, which launched with catalog from Warner Music Group and BMG.Music Business Worldwide