Strategic Leadership Shift: Believe Appoints Viktoria Siniavskaia to Spearhead EMEA Operations
In a move designed to bolster its regional influence and streamline artist development, the digital music powerhouse Believe has officially named Viktoria Siniavskaia as the new President of Europe, the Middle East, and Africa (EMEA). This leadership transition, announced on Tuesday, October 13, marks a pivotal shift toward a more centralized and cohesive regional management framework.
A New Era for Regional Oversight
Siniavskaia will operate under the direct supervision of Romain Vivien, the company’s global head of music. Her primary mandate involves fostering deeper collaboration across diverse territories, ensuring that Believe’s digital services and artist support systems are optimized for local market nuances. As the music industry continues to evolve-with global streaming revenues reaching record highs, according to recent IFPI data-Believe is positioning itself to better serve independent creators at every phase of their professional journey.
“My commitment is to drive initiatives that provide tangible support and empowerment to independent talent, regardless of where they are in their career trajectory,” Siniavskaia noted in an official statement regarding her appointment.
Expanding the Footprint
The EMEA region remains a critical engine for the global music economy, housing three of the world’s ten largest music markets: the United Kingdom, Germany, and France. Siniavskaia brings a wealth of experience to this expanded portfolio, having previously steered Believe’s successful operations across the Americas, as well as the META (Middle East, Turkey, and Africa) and East/Southern European territories.
This restructuring is part of a broader corporate strategy to refine Believe’s international presence, similar to how major tech firms often consolidate regional hubs to improve operational agility and market penetration. By aligning these key territories under a single leadership umbrella, the company aims to accelerate its growth in an increasingly competitive digital landscape.
The New Management Hierarchy
To facilitate this transition, a robust team of seven executives will report directly to Siniavskaia. This leadership group includes:
- Henri Jamet, Managing Director (France)
- Thorsten Freese, Managing Director (Germany)
- Alex Kennedy, Managing Director (U.K.)
- Sara Pedroni, Regional General Manager (Southern Europe)
- Denis Gorshkov, RUMETA (Russia, Ukraine, and surrounding territories)
This organizational change follows Believe’s recent efforts to expand its footprint, including strategic moves into the United States market, signaling a clear intent to dominate the independent music distribution sector globally.
