Believe has appointed Adriana Sein as President, Americas.
Sein most recently served as SVP & Global Head of Artist & Market Development at ADA, Warner Music Group‘s services arm for independent artists and labels.
In the newly created role at Believe, she will oversee the Paris-headquartered company’s operations across the United States, Canada, and Latin America.
Sein will report to Romain Vivien, Believe’s Global Head of Music, who announced her appointment on Tuesday (October 6).
According to Believe, Sein’s remit covers its commercial operations in North and South America, including the company’s Label & Artist Solutions business lines.
She will also drive Believe’s expansion across the region, including in the US, which the company describes as the world’s largest music market.
Beyond the US, she will have direct responsibility for Believe’s business in Canada and Latin America.
“Adriana is a successful senior executive leader with a super strong track record in the global music industry.”
Romain Vivien, Believe
“Adriana is a successful senior executive leader with a super strong track record in the global music industry,” said Vivien. “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.”
At ADA, Sein ran distribution across EMEA and Latin America, and oversaw global marketing and client partnerships, including in the US, according to Believe.
She also led ADA’s push into new markets, driving what Believe describes as “multimillion-dollar integrations and partnerships” in MENA and Africa.
Sein joined ADA in 2021 as Head of International, based in New York.
Before that, she was Vice President of International at Columbia Records.
Earlier in her career, Sein launched the international division at Ultra Records, which Believe says grew into a multimillion-dollar business under her.
She also oversaw the global implementation of Ultra’s joint venture with Sony Music.
“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.”
Adriana Sein
“Over the past 20 years, Believe has built a differentiated global platform with independent artists, labels and entrepreneurs at its core,” said Sein. “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.”
Sein’s appointment is the latest in a series of US-focused moves at Believe this year.
In April, the company launched its Label & Artist Solutions business in the United States, led by Thomas Maxwell as Vice President US, Label & Artist Solutions.
Maxwell, who previously opened IDOL‘s first US office, reported to Vivien at the time of his appointment.
A week later, Believe unveiled AZTEC, its first record label joint venture in the US, with music executive Az Cohen.
Cohen serves as President of the New York-based label.
In July, Believe restructured its global organization, bringing its Artist Services and Label & Artist Solutions divisions together under Elsa Bahamonde Bourgain.
Bahamonde Bourgain, who was named President of Artist Services and Label & Artist Solutions, also reports to Vivien.
Believe was taken majority-private in 2024 by a consortium including EQT, TCV, and its founder and CEO, Denis Ladegaillerie.
Believe also pointed to recent activity across the Americas in its announcement.
In Canada, the company said its artists won four JUNO Awards this year.
It has also signed JUNO-winning guitarist Jesse Cook, hard rock label Rock Shop with The Veer Union, and singer-songwriter Julian Taylor with his label Howling Turtle.
In Mexico, Believe artist Los Dos De Tamaulipas won the 2026 iHeartRadio Music Award for Best New Artist (Regional Mexican).
The group’s song Ayúdame spent 25 weeks on the Spotify México chart, peaking at No. 2, according to Believe.
Believe has also partnered with 333 Records, the Regional Mexican label founded by Joss Favela.
In Brazil, Believe says Priscila Senna became the first Brega artist to perform at Rock in Rio.
The company also highlighted the Brazilian funk track Relíquia do 2T, which is nominated for Best Urban Song at the 2026 Latin Grammy Awards.
According to Believe, it is only the second time a Brazilian funk track has been nominated in that category.
Believe’s announcement also cited Latin Grammy nominations for Argentinian artist Dillom, for Best Rock Song with Rojo Profundo, and Chilean artist Francisca Valenzuela, for Best Alternative Song with BUGAMBILIA.Music Business Worldwide
