In a strategic maneuver aimed at consolidating its global footprint, digital music and artist development powerhouse Believe has officially announced the appointment of Viktoria Siniavskaia as the new President of EMEA (Europe, the Middle East, and Africa). The announcement, made on Tuesday, Oct. 13, signals a major shift in the company’s organizational architecture as it moves toward a more centralized yet regionally empowered leadership model.
Siniavskaia, a seasoned executive who has been a cornerstone of Believe’s international expansion since 2011, will report directly to global head of music, Romain Vivien. Her promotion is not merely a change in title but a reflection of the company’s ambition to bridge the gap between its diverse local operations and its broader, long-term global strategy.
A Legacy of Growth: The Chronology of an Executive
Viktoria Siniavskaia’s journey within Believe is a testament to the company’s internal culture of grooming leadership from within. Joining the firm in 2011, she was tasked with navigating the early, volatile years of the digital music transition. Over the past 14 years, her career has been characterized by an aggressive yet calculated approach to market entry and talent acquisition.
Her tenure has been marked by several key phases:
- 2011–2015: The Foundational Years: Siniavskaia focused on building the logistical framework for Believe’s initial international teams. During this period, she was instrumental in launching operations in emerging markets, establishing the groundwork for the company’s reputation as an artist-first digital entity.
- 2016–2020: Regional Specialization: Recognizing the potential in non-Western markets, Siniavskaia took the helm of operations across META (Middle East, Turkey, and Africa), as well as East and Southern Europe. It was here that she developed her signature "regional autonomy" model, which allowed local teams to sign talent that resonated with specific cultural nuances.
- 2021–2025: Global Expansion: Her oversight expanded into the Americas, where she navigated complex regulatory environments and competitive landscapes. Her success in these regions earned her a spot on the prestigious Billboard Women in Music 2026 list, cementing her status as a power player in the global music industry.
- 2026–Present: The EMEA Presidency: With her appointment as President of EMEA, Siniavskaia now commands the most significant revenue-generating region for the company, overseeing the U.K., Germany, and France—three of the world’s top ten music markets.
Supporting Data and Organizational Structure
The restructuring of the EMEA region is designed to foster "strategic autonomy" while maintaining rigorous global alignment. By centralizing the leadership under Siniavskaia, Believe aims to streamline the decision-making process for its independent labels and artists.
Under this new mandate, a robust cohort of seven regional executives will report directly to Siniavskaia, ensuring that the company maintains its "on-the-ground" expertise while benefiting from centralized executive vision. The new reporting structure includes:
- Henri Jamet: Managing Director for France, tasked with navigating one of the company’s most established and competitive markets.
- Thorsten Freese: Managing Director for Germany, focusing on the intersection of digital distribution and traditional label services.
- Alex Kennedy: Managing Director for the U.K., where the focus will remain on breaking domestic talent into the global export market.
- Sara Pedroni: Regional General Manager for Southern Europe, overseeing growth in markets like Italy and Spain.
- Denis Gorshkov: RUMETA Lead, responsible for the complex and high-growth zones of Russia, Turkey, the Middle East, and Africa.
- Patrycja Lobaczewska: Regional LAS Director for Eastern Europe, managing the expansion into developing digital territories.
- Elena Fironova: Regional Managing Director of Operations (RUMETA), providing the operational backbone for the Middle Eastern and African sectors.
This structure allows Believe to treat EMEA not as a monolith, but as a collection of high-functioning local entities that share a centralized infrastructure for data, technology, and distribution.
Official Responses: A Vision for the Future
The move has been framed by company leadership as a necessary evolution. Romain Vivien, Global Head of Music, emphasized that the scaling of Believe requires a shift in how the company communicates across borders.
"As Believe scales globally and strengthens its market positions, our next stage of growth requires a music organization combining stronger regional leadership, greater strategic autonomy, and increased global alignment," Vivien stated. "Viktoria’s track record of successful leadership across multiple key regions makes her ideally suited to lead EMEA. I am particularly proud to see her continue to grow within Believe and expand her oversight to mature markets such as the U.K., Germany, and France."
For her part, Siniavskaia framed the new role as an opportunity to double down on the company’s core value proposition: empowering the independent creator.
"I am thrilled to take on the leadership of EMEA, to continue expanding our presence and drive success for our artists and labels," Siniavskaia said in a formal statement. "Alongside the outstanding teams I’m working with across these countries, I will contribute to strengthen our organization and build services and solutions that empower independent talent at every stage of their careers."
The Strategic Implications
The appointment of Siniavskaia arrives at a critical juncture for the independent music sector. As major labels continue to consolidate and the barrier to entry for independent artists remains low, the competition for distribution and marketing services has become fierce.
1. Strengthening the Independent Ecosystem
By installing a veteran leader at the top of the EMEA hierarchy, Believe is signaling to the market that it intends to remain the primary partner for independent artists who are wary of traditional major label contracts. Siniavskaia’s expertise in "building services and solutions" suggests that Believe will continue to invest heavily in its technological backend—specifically in analytics and digital marketing tools that help artists understand their audience better.
2. Navigating Mature vs. Emerging Markets
One of the most complex challenges for any global music company is balancing the needs of mature markets like the U.K. and Germany against the rapid growth of emerging markets like Turkey or the Middle East. Siniavskaia’s resume is uniquely suited for this, having proven she can navigate the high-volume, low-margin nature of emerging markets while also successfully competing in the high-stakes environments of Europe’s traditional music hubs.
3. The Shift toward Regional Leadership
The industry has seen a move away from the "one-size-fits-all" global executive approach. By empowering regional managing directors to report to a dedicated regional President rather than a distant global board, Believe is fostering a culture of accountability. This ensures that a label in Germany or a distributor in the Middle East has a direct line to someone who understands the local cultural and regulatory context.
4. Competitive Positioning
With this move, Believe is effectively fortifying its defensive line against competitors like Believe’s primary rivals in the digital distribution space. By streamlining its leadership, the company reduces the "time-to-market" for new artist releases and marketing campaigns. In the digital streaming economy, where the speed of content deployment is paramount, this organizational agility could prove to be a significant competitive advantage.
Conclusion: A New Era for Believe
The appointment of Viktoria Siniavskaia is more than just a personnel update; it is a declaration of intent. As Believe continues to position itself as the leading global entity for independent artists, songwriters, and labels, the centralization of the EMEA region under such a capable and experienced hand suggests that the company is preparing for a new, higher level of international competition.
With her deep understanding of the company’s history and her proven ability to scale operations in diverse environments, Siniavskaia is poised to redefine what it means to lead a regional music powerhouse. For independent talent, the message is clear: Believe is looking to provide a more structured, efficient, and technologically advanced path to market, regardless of where they are in their career trajectory. As the company moves forward, the success of this new leadership model will likely be measured by its ability to maintain the agility of a startup while wielding the influence of a global leader.
