Believe has named Viktoria Siniavskaia president of Europe, the Middle East and Africa (EMEA), extending her remit to include specific responsibility for the UK, Germany and France. Separately, Rebecca Allen is leaving Universal Music UK after 27 years, with plans to maintain an advisory connection to Universal Music Group (UMG).
Believe expands regional leadership
Siniavskaia takes on a newly established position and reports to global head of music Romain Vivien. Her previous remit covered the Middle East, Turkey, Africa, Eastern and Southern Europe, and the Americas.
Her appointment completes Believe’s regional leadership structure, following last week’s announcement that Adriana Sein had joined as president of the Americas.
Universal Music UK and live-sector moves
Allen is departing as chief artist and strategy officer, a position she took in December 2025. Before that promotion, she led the Audience & Media Division, which she established.
Allen says she will continue working with UMG in an advisory capacity.
Michael Chua has joined artificial intelligence (AI) music platform Suno as vice president of live experiences and general manager of Songkick. He previously served as global vice president of business development and strategic partnerships at Ticketmaster.
Steve Homer is reportedly departing AEG Presents after a decade as president of UK touring. Neither an official confirmation nor a departure date has been announced.
Publishing appointments and Beggars Group hires
Emilio Morales is moving from managing director at Rimas Publishing to senior vice president of business development for Latin America at Empire Publishing.
Richard King, chief executive officer of Faber Music, has been appointed board chair of the Music Publishers Association.
Beggars Group has announced four hires:
- Max Datner, previously at Nettwerk, joins as director of radio and music discovery.
- Ariana Mamnoon, previously at Stone’s Throw, becomes manager of radio and music discovery.
- Rrita Hashani, previously at Columbia, joins as audience and marketing director.
- Molly McGuffin joins as social content producer.
Further appointments across music and technology
- Todd Thomas has moved from co-national promotion to vice president of promotion at Curb Records.
- Sebastian Mair, previously head of business development for Asia at Muserk, becomes Asia-Pacific (APAC) president at GoDigital Music.
- Kate Guarente-Smith, who led communications at GitHub, joins Splice as head of communications.
- Matthew Granados joins Sphere Entertainment as senior manager of strategic operations and alliances. He previously worked at SoundCloud and Alternative Distribution Alliance (ADA)/Warner Music Group (WMG).
- Tomomi Takeshima and MiMi Shimada have been appointed co-heads of Pacific Music Japan.
- Jelle Keizer joins Baddest Behaviour Records, the label behind DJ Mau P, as label manager.
