Believe Appoints Adriana Sein as President of the Americas

Believe has appointed Adriana Sein as President of the Americas, a newly created leadership role. She will report to Romain Vivien, Global Head of Music, and will oversee the company’s commercial operations across North and South America.

In her new role, Adriana will lead Believe’s Label & Artist Solutions business and drive the company’s expansion across the region. Her responsibilities will include overseeing operations in the United States, Canada and Latin America, as Believe continues to strengthen its presence in key music markets.

Adriana joins Believe from Warner Music Group’s ADA, where she served as Senior Vice President and Global Head of Artist & Market Development. She led ADA’s distribution operations across EMEA and Latin America, along with global marketing and client partnerships, including those in the US.

Key Highlights:

• Believe appoints Adriana Sein as President of the Americas in a newly created leadership role
• Adriana will oversee Believe’s operations across the US, Canada and Latin America, including its Label & Artist Solutions business
• She joins Believe from Warner Music Group’s ADA, where she led distribution, artist development, marketing and client partnerships across key international markets

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,” Adriana 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.”