Believe has expanded Romain Vivien’s responsibilities as Global Head of Music, giving him direct leadership of its three geographic regions and responsibility for strategic partnerships. He will retain oversight of the company’s global recorded music activities, bringing those functions together under one executive.
Three regional presidents report to Vivien
The regional structure covers the Americas, Asia-Pacific (APAC), and Europe, the Middle East and Africa (EMEA). Each region will have a president reporting directly to Vivien:
- Adriana Sein joins as President Americas, overseeing the United States, Canada and Latin America. Her previous experience includes Warner Music Group, Sony Music Entertainment and Ultra Music.
- Sylvain Delange remains President APAC, with responsibility for Believe’s market position and growth across Asia-Pacific.
- Viktoria Siniavskaia becomes President EMEA, overseeing the newly established region. She previously led operations across the Middle East, Turkey and Africa, Eastern and Southern Europe, and the Americas.
Changes support five-year strategy
The appointments form part of Believe’s commercial restructuring under its five-year “From Access to Success” plan. Launched in January 2025, the strategy supports the company’s ambitions for 2030 and its transition into a full-service artist development business supported by technology.
Vivien’s recorded music responsibilities are supported by Elsa Bahamonde Bourgain, President of Believe Artist Services & Believe Label & Artist Solutions, and Brian Miller, Chief Business Officer for TuneCore. Chris Meehan leads publishing as CEO of Publishing.
Believe says the structure is intended to connect regional operations, global business lines and strategic partnerships while retaining local expertise and an entrepreneurial culture. Founder and CEO Denis Ladegaillerie said the regional changes would bring the company closer to artists, songwriters, labels and publishers.
Vivien’s career at Believe
Vivien became CEO of Believe France in 2008 and was appointed Global Head of Music and President for Europe in 2024. He has almost 30 years of music industry experience.
He began his career at Virgin in 1996 before holding several positions at EMI, including Managing Director of Capitol France. He is vice president of the French independent music trade body and a board member of the French record producers’ collecting society.
Vivien also served as President of the Victoires de la Musique in 2020 and 2021.
