PARIS – OCTOBER 13, 2026 – Global artist development company Believe announces today the appointment of Viktoria Siniavskaia as President EMEA. Reporting directly to Global Head of Music Romain Vivien, Viktoria will oversee the newly established EMEA region as part of Believe’s evolution toward a stronger regional leadership model.
In this role, Viktoria Siniavskaia brings proven leadership, having previously spearheaded Believe’s operations across META (Middle East, Türkiye, and Africa), East & Southern Europe, and the Americas. Her appointment reflects the strategic importance of Europe, the Middle East and Africa, including expanding her oversight over three of the top 10 music markets – the UK, Germany and France – and strengthening Believe’s ability to drive growth through greater regional coordination, leadership development, and market collaboration.
Directly reporting to Viktoria Siniavskaia in the new EMEA structure are: Henri Jamet, Managing Director France; Thorsten Freese, Managing Director Germany; Alex Kennedy, Managing Director UK; Sara Pedroni, newly appointed Regional General Manager Southern Europe; Denis Gorshkov, RUMETA (Russia, Turkey, Middle East, Africa); Patrycja Lobaczewska, newly appointed Regional LAS Director Eastern Europe; and Elena Fironova, Regional Managing Director Operations RUMETA (Russia, Turkey, Middle East, Africa)
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. Viktoria’s track record of successful leadership across multiple key regions makes her ideally suited to lead EMEA as we build the leading global artist development company for independent artists, songwriters, labels, and publishers at all levels. I am particularly proud to see her continue to grow within Believe and expand her oversight to mature markets such as the UK, Germany and France. I am very confident she will be successful in her new expanded role.”
Romain Vivien
Global Head of Music
I am thrilled to take on the leadership of EMEA, to continue expanding our presence and drive success for our artists and labels. 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.”
Viktoria Siniavskaia
President EMEA
Over her 15 years at Believe, Viktoria has built teams and businesses from the ground up, supported the company’s international expansion by launching operations in new markets, and led key artists signings, long-term artist development and strategic partnerships. With more than 20 years of music industry experience, she brings extensive digital market knowledge and a people‑centric leadership approach.
About Believe:
Believe is one global artist development company. We empower local independent artists, songwriters, labels, and publishers to scale their businesses and grow audiences at each stage of their career with expertise, respect, fairness, and transparency. Operating in over 50 countries with more than 2,000 employees, Believe provides a full range of services across recording, publishing, and distribution, offering bespoke solutions engineered for long-term career growth to champion creative independence. We nurture emerging talent and shape the future of local music scenes through our own brands. This unique model pairs on-the-ground local market intelligence with a cutting-edge global technology platform, maximizing royalty optimization and global reach through privileged partnerships with leading streaming platforms. Believe is a simplified joint-stock company under French law. Learn more at www.believe.com.