Muhammad Ibadurrohman
The digital music landscape experienced a significant shift on Tuesday, Oct. 13, as Believe, the Paris-based digital music and artist development powerhouse, announced the appointment of Viktoria Siniavskaia as the new president of its Europe, the Middle East, and Africa (EMEA) division. This strategic move marks a pivot toward a more centralized and robust regional leadership model, designed to consolidate the company’s influence across some of the world’s most critical music markets. Siniavskaia, a seasoned executive who has been a fixture at Believe since 2011, will report directly to Romain Vivien, the global head of music, as the company enters its next phase of international scaling.
The appointment comes at a time when Believe is increasingly focusing on the democratization of the music industry, providing independent artists and labels with the infrastructure necessary to compete with major record labels. By elevating Siniavskaia to lead the EMEA region, the company is signaling a commitment to operational efficiency and deeper integration across diverse territories, ranging from the highly mature markets of the United Kingdom, Germany, and France to the rapidly emerging digital frontiers of the Middle East and Africa.
A Proven Track Record at Believe
Viktoria Siniavskaia’s ascent to the presidency of EMEA is the result of over a decade of consistent performance within the company. Since joining Believe in 2011, she has played a pivotal role in the firm’s expansion. Her professional journey within the organization has been characterized by a hands-on approach to market entry, having successfully launched operations in several key regions. Before her current promotion, she oversaw Believe’s operations across the META (Middle East, Turkey, and Africa) region, as well as East and Southern Europe and the Americas.
Her influence has not gone unnoticed by industry observers; her leadership contributions earned her a spot on the Billboard Women in Music 2026 list. This recognition reflects her capacity to manage the complexities of cross-border artist development, localizing strategies to fit the nuances of disparate cultural and financial music ecosystems. Her deep institutional knowledge is widely considered a key asset as Believe attempts to navigate the tightening regulatory environments of European streaming and the competitive landscape of digital distribution.
The New Structural Framework
Under the new leadership structure, Siniavskaia will oversee a complex web of regional operations. The reorganization emphasizes strategic autonomy for local directors while ensuring that global standards of artist development are maintained. To achieve this, seven senior executives have been placed under her direct supervision, each responsible for a critical piece of the European and regional puzzle.
The reporting lines are as follows:
- Henri Jamet, managing director of France, responsible for the company’s home market and largest European hub.
- Thorsten Freese, managing director of Germany, overseeing one of the largest and most lucrative music markets globally.
- Alex Kennedy, managing director of the U.K., a market essential for global music export and talent discovery.
- Sara Pedroni, regional general manager for Southern Europe.
- Denis Gorshkov, managing director for the RUMETA region (Russia, Turkey, Middle East, and Africa).
- Patrycja Lobaczewska, regional LAS director for Eastern Europe.
- Elena Fironova, regional managing director of operations for the RUMETA region.
This configuration is designed to foster a "stronger regional leadership model," as described by company executives. By grouping these regions under a single president, Believe aims to reduce bureaucratic friction and enable faster decision-making when it comes to signing talent and implementing digital marketing campaigns.
Strategic Context and Industry Implications
The decision to appoint a centralized head for EMEA arrives as the global music industry continues to migrate toward a digital-first economy. Believe, which serves as a hybrid between a record label and a digital services provider, relies on the ability to identify independent talent at the grassroots level and scale their reach via digital streaming platforms.
The EMEA region holds three of the top 10 global music markets: the U.K., Germany, and France. Historically, these markets have been dominated by the "Big Three" major labels (Universal Music Group, Sony Music, and Warner Music). Believe’s strategy has always been to act as a challenger brand, utilizing data-driven insights to provide a more favorable economic split for independent artists. Siniavskaia’s primary challenge will be to maintain this momentum while scaling the company’s administrative capabilities to handle a larger roster of artists.
"As Believe scales globally and strengthens its market positions, our next stage of growth requires a music organisation combining stronger regional leadership, greater strategic autonomy, and increased global alignment," Romain Vivien stated following the announcement. The emphasis on "strategic autonomy" suggests that Believe is attempting to balance the need for global oversight with the requirement for local agility. In the modern music industry, where local genres (such as Afrobeats, K-pop, or regional European rap) can go global overnight, the ability to act quickly at the local level is a competitive necessity.
A Future-Facing Philosophy
In her own statement, Siniavskaia emphasized a commitment to the long-term success of independent creators. "I will contribute to solutions that empower independent talent at every stage of their careers," she noted. This sentiment is central to Believe’s corporate identity, which distinguishes itself from traditional A&R models by offering modular services. Instead of "locking in" artists to restrictive long-term contracts, Believe often provides distribution, marketing, and creative support on a more flexible basis, allowing artists to retain ownership of their master recordings.
The appointment of Siniavskaia is expected to facilitate a more cohesive approach to the European market, which is currently undergoing shifts due to new EU-wide regulations regarding AI, digital copyright, and streaming payouts. Having a leader who understands both the operational technicalities of the business and the creative needs of independent labels will likely serve as a buffer against market volatility.
Looking Ahead
As Siniavskaia steps into her new role, the immediate expectation from stakeholders is a period of transition and consolidation. With the new leadership structure in place, the next 12 to 24 months will likely see Believe pushing for greater market share in the U.K. and Germany—markets where the competition for independent artists remains fierce.
Furthermore, the expansion of the RUMETA region under this new umbrella suggests that Believe is not looking to limit its growth to the developed markets of Western Europe. By linking the mature markets of the West with the emerging economies of the Middle East and Africa under a single leadership umbrella, the company is positioning itself to capture the "middle-class" of the music industry—those artists who have achieved regional success but require the technical and logistical support to achieve global distribution.
The success of this structural change will ultimately be measured by the company’s ability to retain its high-performing local directors while scaling the business to compete with the sheer volume and capital of the major label conglomerates. Viktoria Siniavskaia, armed with a decade of company-specific experience and a clear mandate to lead, is now at the helm of the most critical segment of Believe’s global operations. Her ability to execute this vision will likely define the company’s growth trajectory for the remainder of the decade.
