Believe has appointed Mel Curley as its Global Head of Editorial & Marketing Partnerships (EMP).
Curley joins the Paris-headquartered company from Amazon Music, where she served as Global Head of Independent Label Relations.
She will be based in New York City and will report to Darya Pourshasb, Believe’s Chief Marketing Officer, the company announced on Monday (October 26).
In the role, Curley will lead Believe’s global EMP strategy.
Believe says her remit covers its relationships with digital platforms, as well as what it calls “new editorial and promotional opportunities” for artists and labels.
That work will span Believe’s Artist Services, Label & Artist Solutions, and TuneCore businesses.
The company called the appointment “a further step” in its “From Access to Success” strategic plan, and in its ambition “to strengthen music marketing differentiation.”
“Beyond traditional editorial playlists,” Believe said, “new promotional formats, data-driven opportunities and platform ecosystems are reshaping how artists connect with fans.”
“I’m thrilled to join Believe at such an exciting time for the company and the music industry,” said Curley. “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.”
“The way audiences discover and engage with music is evolving rapidly, creating new possibilities for artists and labels across digital platforms.”
Mel Curley, Believe
Pourshasb 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.
“Mel brings an exceptional combination of DSP expertise, music industry experience and strategic vision.”
Darya Pourshasb, Believe
“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.”
At Amazon Music, Curley oversaw relationships with more than 350 independent distributors, labels, and artists.
Believe says she also built artist marketing campaigns for the platform, including livestreams featuring Justice at Paris’s Accor Arena and TWICE on Amazon Music Live.
The TWICE set was the first K-pop performance on Amazon Music Live, and Believe describes both livestreams as “record-breaking.”
Before joining Amazon Music, Curley led the Commerce Marketing team at Arista Records, driving DSP partnerships and artist growth.
Earlier, she was Manager, Commercial Business at Sony Music Entertainment, where she led Spotify account management across all of Sony Music’s labels.
Pourshasb joined Believe as Chief Marketing Officer in December 2025, when the company acquired her music marketing platform, ampd Method.
She previously served as Global Head of Premium Content at Spotify, and before that as VP Streaming Partnerships at Sony Music Entertainment.
Believe founder and CEO Denis Ladegaillerie outlined the “From Access to Success” plan in an interview with MBW in September 2025.
“We also want to deepen our partnerships with the DSPs, whether it’s Spotify through Discovery Mode, Marquee, or Showcase, or TikTok, or YouTube,” he said at the time.
“It’s all about putting these partnerships at the center of monetizing catalog and developing artists. There’s a much better alignment that needs to happen in the next 10 years with the DSPs.”
In July, Believe restructured its global organization, appointing Romain Becker as Group COO and Elsa Bahamonde Bourgain as President of Artist Services and Label & Artist Solutions.
On October 19, the company expanded the role of Global Head of Music Romain Vivien, who now has three Regional Presidents reporting to him, covering EMEA, the Americas, and APAC.
Among them is Adriana Sein, who joined Believe as President, Americas, earlier this month from ADA, Warner Music Group’s services arm for independent artists and labels.
Believe was taken private by a consortium of Ladegaillerie, EQT, and TCV, which acquired a majority stake in 2024 and bought out the remaining public shareholders in 2025.
The company says it operates in more than 50 countries and employs more than 2,000 people.Music Business Worldwide
