Believe Appoints Adriana Sein as President of Americas

Believe has named Adriana Sein as the company’s new president of Americas, a newly created role, the company announced Tuesday (Oct. 6). She will report to global head of music Romain Vivien.

In the role, Sein will lead Believe’s commercial operations in North and South America, overseeing the label & artist solutions business lines and the expansion of the company across the region. This includes the United States, where Believe recently established its label & artist solutions business led by Thomas Maxwell, along with the U.S.-based record label AZTEC led by former 300 executive Az Cohen. Sein will be directly responsible for Believe’s business in Canada and Latin America.

Sein joins Believe from Warner Music Group’s ADA, where she was senior vp & global head of artist & market development. While there, she led the distribution business in EMEA and Latin America, along with global marketing and client partnerships, including in the U.S. She additionally drove the company’s expansion into MENA and Africa. Before ADA, she was vp of international at Columbia Records. She also previously worked at Ultra Records, where she established the label’s international division and spearheaded the implementation of Ultra’s joint venture with Sony Music.

“Adriana is a successful senior executive leader with a super strong track record in the global music industry,” said Vivien in a statement. “Her multiple market expertise and deep understanding of both distribution and artist development businesses added to a solid strategic vision make her the best person to hone our operations, increase our impact, and continue growing our business throughout the Americas. Adriana joining Believe stands as a testament to our continued investment in the region, particularly in the United States, and our commitment to help develop creators, labels and artists with best in class services, expertise, and leadership. I am very excited to welcome her to Believe.”

“Over the past 20 years, Believe has built a differentiated global platform with independent artists, labels and entrepreneurs at its core,” Sein added. “I’m excited to join the company at such a defining moment and bring the full strength of that offering to the US, while accelerating our growth across Latin America and Canada. I look forward to working with our teams and partners to build on that momentum and drive the next phase of growth throughout the Americas.”