Believe has appointed Viktoria Siniavskaia as President EMEA.
The Paris-headquartered music company said Siniavskaia will lead a newly established region covering Europe, the Middle East, and Africa, reporting to Global Head of Music Romain Vivien.
The appointment is part of what Believe calls its “evolution toward a stronger regional leadership model,” the company said on Tuesday (October 13).
The remit expands Siniavskaia‘s oversight to the UK, Germany, and France, which Believe describes as three of the world’s top 10 music markets.
“As Believe scales globally and strengthens its market positions, our next stage of growth requires a music organization combining stronger regional leadership, greater strategic autonomy, and increased global alignment.”
Romain Vivien, Believe
She had previously led Believe‘s operations across the Middle East, Turkey, and Africa, as well as East and Southern Europe and the Americas.
“As Believe scales globally and strengthens its market positions, our next stage of growth requires a music organization combining stronger regional leadership, greater strategic autonomy, and increased global alignment,” said Romain Vivien, Global Head of Music. “Viktoria’s track record of successful leadership across multiple key regions makes her ideally suited to lead EMEA as we build the leading global artist development company for independent artists, songwriters, labels, and publishers at all levels.
“I am particularly proud to see her continue to grow within Believe and expand her oversight to mature markets such as the UK, Germany and France. I am very confident she will be successful in her new expanded role.”
“I am thrilled to take on the leadership of EMEA, to continue expanding our presence and drive success for our artists and labels,” said Siniavskaia. “Alongside the outstanding teams I’m working with across these countries, I will contribute to strengthen our organization and build services and solutions that empower independent talent at every stage of their careers.”
Reporting to Siniavskaia in the new structure are Henri Jamet, Managing Director France; Thorsten Freese, Managing Director Germany; Alex Kennedy, Managing Director UK; Sara Pedroni, newly appointed Regional General Manager Southern Europe; Denis Gorshkov, who leads RUMETA (Russia, Turkey, the Middle East, and Africa); Patrycja Lobaczewska, newly appointed Regional Label & Artist Solutions Director for Eastern Europe; and Elena Fironova, Regional Managing Director, Operations, RUMETA.
“I am thrilled to take on the leadership of EMEA, to continue expanding our presence and drive success for our artists and labels”
Viktoria Siniavskaia, Believe
Vivien was appointed Believe‘s first-ever Global Head of Music in October 2024, a newly created position that also made him President for Europe, overseeing France, the UK, and Germany.
The appointment comes a week after Believe named Adriana Sein as President, Americas, another newly created role reporting to Vivien, covering a region Siniavskaia had previously overseen.
The move also follows a restructure in July 2026 that unified Believe‘s global commercial and product, technology, and operations organizations, with Romain Becker named Group Chief Operating Officer and Elsa Bahamonde Bourgain appointed President of Artist Services and Label & Artist Solutions.
Henri Jamet, who now reports to Siniavskaia, was appointed Managing Director of Believe France in September 2024.
Over 15 years at Believe, Siniavskaia has launched the company’s operations in new markets and led artist signings, long-term artist development, and strategic partnerships, according to the company.
She has more than 20 years of experience in the music industry.
Believe was taken majority-private in 2024 by a consortium of its founder Denis Ladegaillerie, EQT, and TCV.
The company generated more than $1 billion in revenue in 2024 and operates in over 50 countries, employing more than 2,000 people.
Its brands include Nuclear Blast, naïve, TuneCore, and Sentric.Music Business Worldwide