On October 19, Believe announced that Romain Vivien will expand his role as the company's global head of music. Vivien will now take direct control over the Americas, APAC, and EMEA regions to execute a new long-term strategic vision.
The "From Access to Success" Five-Year Roadmap
Believe is currently undergoig a fundamental identity shift through its "From Access to Success" five-year strategic plan. According to the company's announcement, this initiative is designed to transform the organization from a traditional distribution entity into a technology-driven, full-service artist development firm. This move reflects a broader trend in the music industry where independent service providers are increasingly attempting to match the comprehensive support structures historically reserved for major labels.
The implementation of this roadmap requires a more integrated approach to how Believe supports its roster across different continents.. By focusing on "artist success" rather than just providing access to digital platforms, Believe is positioning itself to capture a larger share of the value chain in the global music economy. This transition suggests that the company views technology and direct artist services as the primary engines for its next phase of growth.
Adriana Perez, Viktoria Große-Schulte, and Sylvain Delwasse to Lead Regional Growth
The new organizational structure at Believe places three key executives in direct reporting lines to Romain Vivien. adriana Perez has been appointed as the new president of the Americas region, while Viktoria Große-Schulte has been elevated to the role of president for EMEA (Europe, Middle East, and Africa). Additionally, Sylvain Delwasse will serve as the president of the APAC (Asia-Pacific) region.
This leadership hierarchy is intended to bring decision-making and execution closer to local markets, a move that Believe's CEO Denis Ladriere believes will maintain a unified vision while respecting regional nuances. By empowering Perez, Große-Schulte, and Delwasse to manage their respective territories, Believe aims to drive regional growth through more localized strategic partnerships and tailored artist development programs.
Applying Vivien’s Major-Label Background from Virgin and EMI
Romain Vivien brings a significant pedigree from the traditional major-label sector to his expanded role at Believe. Before his leadership roles at Believe, including his tenure as CEO of Believe France, Vivien built a career at industry giants such as Virgin and EMI. This background is likely a critical asset as Believe attempts to pivot toward a full-service model that mirrors the capabilities of the very companies Vivien once served.
Vivien's experience in managing large-scale music operations provides the institutional knowledge necessary to oversee the company's worldwide recorded music activities. As Believe scales its operations across the Americas,EMEA, and APAC,the company is betting that Vivien's ability to blend independent agility with major-label strategic rigor will be the deciding factor in its success.
The Unspecified Tech Tools in Believe's Global Strategy
While the company has explicitly stated that its new direction is "technology-driven," several specifics regarding this technological pivot remain unverified. The announcement does not clarify whether Believe is developing proprietary software for artists, investing in new data analytics platforms, or acquiring existing music-tech startups to facilitate this transition. Without more detail, it is difficult to assess exactly how much of this strategy relies on internal innovation versus external partnerships.
Furthermore, the report does not address how much autonomy the three new regional presidents—Perez, Große-Schulte, and Delwasse—will truly possess regarding budget allocation and local strategy. While the company claims the move is intended to improve local decision-making, the degree to which these regional leaders can deviate from the centralized "From Access to Success" mandate remains an open question for industry observers.
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