Believe Appoints Adriana Sein as President of Americas

Adriana Sein stepped into the bright lights of New York’s music scene, clutching a stack of contracts and a vision that stretched across two continents. She had just accepted a role that would make her the first ever President of Americas for Believe, a company that had quietly been reshaping how independent artists reach listeners worldwide. The announcement came on a crisp Tuesday, October 6, and the air in the boardroom was thick with anticipation as executives watched the new leader prepare to chart a path through the sprawling U.S., Canada, and Latin American markets.

Believe’s decision to create a dedicated President of Americas signals a shift from a broad, digital‑first strategy to a more hands‑on, region‑specific approach. The company will now have a single point of leadership overseeing its label & artist solutions business lines across the continent. This includes the U.S. Division, headed by Thomas Maxwell, and the newly launched record label AZTEC, led by former 300 executive Az Cohen. The role also covers Canada and Latin America, areas where Believe has already begun to plant its flag.

Before joining Believe, Adriana Sein was a senior vice‑president and global head of artist & market development at Warner Music Group’s ADA. In that capacity, she steered the distribution business across EMEA and Latin America, while also nurturing global marketing and client partnerships in the U.S. Her tenure at ADA was marked by a bold expansion into the MENA region and Africa, proving her knack for navigating diverse markets. Prior to that, she held the position of VP of international at Columbia Records and helped launch Ultra Records’ international division, including a joint venture with Sony Music.

When Romain Vivien, Believe’s global head of music, welcomed Sein aboard, he highlighted her “super strong track record” and “multiple market expertise.” He noted that her deep understanding of both distribution and artist development would “hone our operations, increase our impact, and continue growing our business throughout the Americas.” Sein echoed this sentiment, emphasizing Believe’s “differentiated global platform with independent artists, labels and entrepreneurs at its core.” She expressed excitement about joining the company “at such a defining moment” and her intent to “bring the full strength of that offering to the US, while accelerating our growth across Latin America and Canada.”

The U.S. Market remains the most lucrative and competitive arena for independent music. Believe’s recent establishment of a label & artist solutions business there, led by Thomas Maxwell, reflects a strategic pivot toward offering tailored services that meet the unique needs of U.S. Artists and labels. Meanwhile, AZTEC’s launch under Az Cohen signals a commitment to nurturing niche genres and emerging talent. In Canada and Latin America, where digital penetration is growing rapidly, Sein’s leadership will likely focus on building infrastructure that supports local creators while integrating them into Believe’s global ecosystem.

From my own experience in the Canadian music scene, I’ve seen how a leader who understands the cultural nuances of each market can make all the difference. Adriana Sein brings that personal touch. Her background in international divisions and joint ventures shows she can bridge gaps between local realities and global ambitions. In an industry that often feels dominated by large conglomerates, her focus on independent artists and entrepreneurs feels like a breath of fresh air.

As Believe expands its footprint across the Americas, the company is poised to become a pivotal partner for creators who seek both creative freedom and commercial success. Sein’s appointment suggests a future where independent labels can access the same sophisticated distribution networks and marketing tools that have traditionally been the preserve of major labels. For artists, this could mean more opportunities to reach audiences across North and South America without compromising their artistic vision.

The next few years will be telling. If Sein can replicate the successes she achieved at ADA and Columbia, Believe may well become the go‑to platform for independent music across the Western Hemisphere. The world of music is already shifting toward more artist‑centric models, and with a seasoned leader at the helm, the Americas may finally see a unified, powerful voice that champions the creators at the heart of the industry.