Who We Are

After serving as CEO of Believe France since 2008, Romain Vivien is Believe’s Global Head of Music and President for Europe. With almost 30 years of experience in the music business, Romain is an active player of the French and international music industry. Romain began his career at Virgin in 1996, then held different positions at EMI, including Managing Director of Capitol France. He acts as VP of indies’ trade body UPFI and board member of labels’ association SPPF. He also served as President of the Victoires de la Musique in 2020 and 2021, of which he remains a board member.

Sylvain Delange is President Asia Pacific for Believe, leading the company’s Asia-Pacific operations.
Sylvain is responsible for defining and executing Believe’s APAC strategy, building the region from inception into one of the group’s core growth engines and leadership position in each market. He brings over 20 years of experience in the Asia-Pacific music ecosystem.
In addition to this, Sylvain has strong expertise in M&A, joint ventures, and scaling culturally diverse organizations. He has played a central role in building Believe’s APAC platform, integrating acquisitions, and shaping regional strategy at executive and board level.
Sylvain previously held senior roles supporting international music development, including serving as Director of the French Music Export Office in Japan.

Viktoria Siniavskaia is the President – Regional Managing Director for Eastern & Southern Europe, Middle East & Africa and Latin America, leading more than 200 professionals. She is responsible for driving regional strategy, overseeing business execution & operational activities. While guiding the Group’s expansion, she navigates in culturally varied environments and high‑growth territories. In addition to this, she leads all types of business development, M&A and integration projects that strengthen Believe’s partnerships and long‑term market presence. Over her 15 years at Believe, Viktoria has built teams and businesses from the ground up, supported the company’s international expansion, and led key artists signings and strategic partnerships. With more than 20 years of industry experience, she brings extensive digital market knowledge and a people‑centric leadership approach.

Henri Jamet is Believe France’s Managing Director. He oversees all of Believe France’s artistic, commercial, and distribution activities and leads an ambitious external growth strategy. With 20 years of experience in the music industry, including a decade at Believe, he has built and developed the label division, leading the AllPoints and naïve labels before launching Animal63 and All Night Long.

Thorsten is Managing Director of Believe Germany, leading the company’s German operations and a team of around 200.
He oversees the company’s strategic direction, focusing on artist development, local repertoire, and the integration of Artist Services, Recorded, and Publishing. Under his leadership, Believe Germany implements data-driven, artist-centric strategies to build sustainable careers for artists and songwriters.
A strong advocate for local artists, Thorsten supports initiatives to increase the share of locally consumed music and strengthen the local music ecosystem.
He previously founded MTunes and, after its acquisition by Believe, led the strategic expansion of the German business, including the integration of Soulfood, Nuclear Blast, and Groove Attack/Rough Trade Distribution.

Alex Kennedy is Managing Director at Believe, where he leads global operations and teams across the UK, Northern Europe, Australia, and New Zealand, while spearheading the company’s expansion in the U.S. With a career rooted in music and technology, he brings extensive experience across recorded music, live, publishing, management, and D2C. Alex has held senior leadership roles at Sky, Music Glue, Omnifone, Visual Data and Carbon Music and continues to shape the industry through both strategic leadership and creative collaboration.

Vivek Raina is the Managing Director of Believe India, leading 300+ music industry professionals focused on supporting and scaling independent artists and labels across India and South Asia.
Vivek drives Believe’s strategic growth across India and South Asia, overseeing all business verticals and acquired brands, and positioning Believe India among the region’s leading music companies.
In addition, Vivek is a recognized industry thought leader, serving as a Board Member of the Indian Music Industry (IMI) and as an Additional Director on the Board of the Indian Performing Right Society (IPRS).
Prior to Believe, Vivek held senior leadership roles including being part pioneer team in the digital and mobile music revolution in the Asia-Pacific region.

Antoine El Iman is Southeast Asia Managing Director at Believe, overseeing a team of 100 managers and experts across eight countries. He leads the company’s regional strategy and growth, driving Believe’s expansion in Southeast Asia.
With a unique background spanning both music majors and technology companies, Antoine brings strong expertise in business strategy design and execution within cross-functional and multicultural environments. His leadership has contributed to establishing Believe as the leading player in the region.

Charles Liu is the Managing Director of Believe for the Greater China region.
With over 20 years of experience in the entertainment and music industry, Charles has a professional background in Artist Management, A&R, and Marketing Strategies.
He previously held the position of General Manager at Sony Music China, where he focused on local artist and music development.

Erika Ogawa‑Arai is Believe’s Managing Director in Japan, overseeing Artist Services and Label & Artist Solutions.
She is responsible for driving commercial growth and advancing the digital transformation of Japan’s music market, bringing entrepreneurial leadership, strong general management, and deep expertise in localizing global organizations and building market‑relevant value propositions.
In addition, Erika has a proven track record of scaling businesses through multiple growth phases and optimizing service models. Her expertise spans general management, market entry, IP management, and marketing, supported by a multicultural background and strong cultural sensitivity.
Erika previously held roles as the first employee and later Country Leader at global entertainment brand Guinness World Records Japan, and was part of management at TuneCore Japan.

Sara Pedroni is Believe Italy’s General Manager, overseeing a team of 40 professionals. She is the first woman in Italy to reach this position within the group, marking an important milestone for the landscape of female leadership. With a background balanced between creativity, strategic vision, and managerial solidity, Sara previously held leadership positions at Hukapan, the record label and music publisher of Elio e Le Storie Tese, Mondadori Group, helping to lead major projects in the publishing and digital fields, and Kiver, one of Italy’s leading digital music distributors.

Denis Gorshkov is Managing Director for Russia, CIS, Turkey, Middle East & Africa at Believe, overseeing company’s operations across the region. Denis leads performance-driven growth, strategic partnerships and new business development across complex and diverse markets. With more than 20 years of expertise in media & content, Denis brings deep experience in scaling businesses and driving regional growth. Prior to joining Believe, as CEO he launched and managed Amediateka (Home of HBO) and more.tv streaming platforms, negotiating partnerships with HBO and Netflix & producing a bunch of the successful projects.

Liubov Kevkhaian is the Managing Director for Central & Eastern Europe at Believe overseeing the company’s key music business strategies in the region and leading a team of more than 40 professionals. She is responsible for driving the regional strategic growth, strengthening Believe’s local presence, and supporting artists and labels development. With over 10 years of experience at Believe, she has played a key role in building Believe leadership position in the region. Liubov brings a unique combination of deep digital market expertise, cultural fluency, and a people focused leadership approach —qualities that have positioned her as a key force behind the region’s success, from major partnerships to the rise of new artists and genres that shaped Believe’s key position in CEE.

Alejandra Olea is Managing Director for the Americas at Believe, where she leads operations across Latin America, US Latin Music, Canada and Iberia. She oversees multidisciplinary teams focused on supporting and scaling independent artists and labels, while driving Believe’s long-term growth and positioning across the regions. She has been recognized by Billboard as part of Global Power Players, Women in Music and Latin Power Players. Prior to joining Believe in 2020, Alejandra held senior leadership roles at Stingray Music, BBC Worldwide, DIRECTV Latin America, Sony Pictures Television in Latin America, US Hispanic and Iberoamerica, and Tepuy/Telemundo International, where she led commercial and regional operations across the Americas.