Business · Companies · 35 mins ago
Believe appoints Viktoria Siniavskaia to lead EMEA
Believe has appointed Viktoria Siniavskaia to lead EMEA, covering Europe, the Middle East and Africa.
The music company says the change is part of a move toward stronger regional leadership and closer collaboration across its markets.
Siniavskaia previously led Believe operations in several regions, including the Middle East, Turkey and Africa, East and Southern Europe, and the Americas.
In her new role, seven executives will report directly to her, overseeing markets and operations across EMEA.
The region includes the U.K., Germany and France, which are among the world’s top 10 music markets.
Siniavskaia says she will work with teams across the region to expand Believe’s presence and support independent artists and labels.
Believe appointed Viktoria Siniavskaia as president of Europe, the Middle East and Africa (EMEA), the company announced on Oct. 13.
Siniavskaia will lead Believe’s regional operations and report to global head of music Romain Vivien.
The appointment is part of a move toward a stronger regional leadership model, according to the company.
Seven executives will report directly to Siniavskaia under the new structure.
Siniavskaia joined Believe in 2011 and has led operations across several regions.
- Who
- Believe appointed Viktoria Siniavskaia as president of EMEA.
- What
- She will lead the region and oversee its operations.
- When
- Oct. 13, 2026.
- Where
- Europe, the Middle East and Africa.
- Why
- Believe said the appointment is part of its move toward a stronger regional leadership model and aims to strengthen collaboration across markets.
This story does not have two clearly opposing sides.
Siniavskaia started at Believe.
Believe announced Siniavskaia’s appointment as president of EMEA.
- Appointee
- Viktoria Siniavskaia
- New role
- President of EMEA
- Announced
- Oct. 13, 2026
- Reports to
- Romain Vivien, global head of music
- Direct reports
- Seven executives
What people are saying
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.
I am thrilled to take on the leadership of EMEA, to continue expanding our presence and drive success for our artists and labels.
Sources
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