Believe has appointed Adriana Sein president for the Americas, creating a role overseeing its operations in the United States, Canada and Latin America. The appointment puts the former ADA executive in charge of regional expansion and the company’s Label & Artist Solutions business.
The French company announced the appointment on October 6. Sein will report to Romain Vivien, Believe’s global head of music; the company has not specified her start date.
Responsibilities across the Americas
Sein will lead Believe’s commercial operations in North and South America and oversee Label & Artist Solutions. Her remit includes expansion in the United States, which Believe describes as the world’s largest music market, and direct responsibility for its businesses in Canada and Latin America.
Vivien said: “Adriana is a successful senior executive with an outstanding track record in the global music industry. Her experience across multiple markets and her deep understanding of both distribution and artist development, combined with a strong strategic vision, make her the best person to refine our operations, increase our impact and continue growing our business in the Americas.”
He described her appointment as “evidence of our continued investment in the region, particularly in the United States”.
Experience at ADA, Columbia and Ultra
Sein joins from ADA, Warner Music Group‘s distribution and services arm for independents, where she was senior vice president and global head of artist and market development.
She led distribution in Europe, the Middle East and Africa (EMEA) and Latin America, alongside global marketing and client partnerships, including in the United States.
She also led ADA’s entry into new markets through what Believe describes as “multimillion” integrations and partnerships in the Middle East, North Africa and sub-Saharan Africa.
Sein joined ADA in 2021 as its international head, based in New York. Previously, she was international vice president at Columbia Records.
At Ultra Records, she established the label’s international division and coordinated the global rollout of its joint venture with Sony Music.
Sein linked her appointment to Believe’s twentieth anniversary: “Over the last 20 years, Believe has built a differentiated global platform with independent artists, labels and entrepreneurs at its centre. I am excited to join the company at such a pivotal moment and bring the full strength of that offering to the United States, while accelerating our growth in Latin America and Canada.”
US launch and regional leadership changes
In April, Believe launched its Label & Artist Solutions business in the United States, with Thomas Maxwell as vice president.
It also introduced AZTEC, its first record-label joint venture in the country, with executive Az Cohen.
In July, Believe brought its Artist Services and Label & Artist Solutions divisions together under Elsa Bahamonde Bourgain and appointed Marcela Moreira director for Brazil.
Latin American operations and revenue
Believe has teams in Mexico City, Miami, Bogotá and Argentina. Its announcement highlighted the following artists and partnerships:
- Los Dos De Tamaulipas, whose track “Ayúdame” spent 25 weeks on Spotify’s Mexico chart.
- A partnership with 333 Records, Joss Favela’s regional Mexican label.
- Latin Grammy nominations for Dillom, Francisca Valenzuela and the Brazilian funk track “Relíquia do 2T”.
In 2024, the latest financial year with detailed public accounts, the Americas generated 151,2 million euros in revenue, up 18%, and accounted for 15,3% of group revenue.
That year, Believe also recorded strong growth in Spain. Its European region excluding France and Germany grew by 23,3%.
Believe delisted in 2025 following an offer from a consortium comprising EQT, TCV and its founder, Denis Ladegaillerie.
