Believe has appointed Adriana Sein to the newly created position of President, Americas, giving her responsibility for commercial operations across North and South America. She will oversee its Label and Artist Solutions businesses and direct expansion in the United States, Canada and Latin America.
Sein will report to Romain Vivien, Believe’s Global Head of Music. Vivien described the appointment as part of the company’s continued investment in the Americas, particularly the United States, and its services for creators, labels and artists.
Experience in distribution and artist development
Sein joins from ADA Music, the independent music distribution and artist services arm of Warner Music Group. She most recently held the position of Senior Vice President and Global Head of Artist and Market Development.
Her responsibilities included ADA’s distribution operations in EMEA (Europe, the Middle East and Africa) and Latin America, as well as global marketing and client partnerships, including in the United States.
Her earlier roles included:
- Vice President of International at Columbia Records.
- A role at Ultra Records, where she created its international division and helped oversee the worldwide rollout of its strategic joint venture with Sony Music.
Sein said her priorities at Believe include bringing the company’s offering to the United States, accelerating growth in Latin America and Canada, and working with regional teams and partners. She also pointed to independent artists, labels and entrepreneurs as central to the platform Believe has developed over the past 20 years.
Expansion across the Americas
Believe recently introduced AZTEC, a joint venture with Az Cohen, as it builds its United States presence. It also added Maxwell to its U.S. team earlier this year.
The company’s expansion in Latin America and Canada includes recent partnerships and signings in Mexico and Canada. Believe is celebrating its 20th anniversary this year.
