Believe has appointed Viktoria Siniavskaia as president of EMEA (Europe, the Middle East and Africa), the company announced on Tuesday (Oct. 13).
Reporting to global head of music Romain Vivien, Siniavskaia will lead the region as the digital music and artist development company looks to strengthen its collaboration across different markets and “move toward a stronger regional leadership model,” according to a press release.
In her new role, Siniavskaia will oversee operations across EMEA, which includes three of the world’s top 10 music markets in the form of the U.K., Germany and France. She has previously led Believe’s operations across META (Middle East, Turkey and Africa), East and Southern Europe and the Americas.
Seven executives will report directly to Siniavskaia under the new EMEA structure: 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, Turkey, Middle East and Africa); Patrycja Lobaczewska, regional LAS director (Eastern Europe); and Elena Fironova, regional managing director of operations (RUMETA).
“As Believe scales globally and strengthens its market positions, our next stage of growth requires a music organisation combining stronger regional leadership, greater strategic autonomy, and increased global alignment,” Vivien said in a statement. “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 U.K., Germany and France. I am very confident she will be successful in her new expanded role.”
Siniavskaia added: “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 organisation and build services and solutions that empower independent talent at every stage of their careers.”
Siniavskaia started at Believe in 2011 and has spent her time with the company building international teams, launching operations in new markets and overseeing artist signings. She was featured in Billboard’s Women in Music 2026.
