Believe Taps Viktoria Siniavskaia as EMEA President in Regional Leadership Shake-Up
Believe has appointed Viktoria Siniavskaia as president of EMEA. She will report to global head of music Romain Vivien and oversee operations across Europe, the Middle East and Africa, including major markets such as the U.K., Germany and France. Seven executives will report directly to her under the company's new regional structure.
Believe announced on Oct. 13 that Viktoria Siniavskaia will lead EMEA as president, reporting to global music head Romain Vivien. The region covers the U.K., Germany and France—three of the world’s ten largest music markets—plus the Middle East and Africa. She previously oversaw META, East and Southern Europe, and the Americas.
Under the new structure, seven executives report to her, including country managers for France, Germany and the U.K., plus regional leads for Southern Europe, RUMETA, Eastern Europe and RUMETA operations. Siniavskaia joined Believe in 2011, has launched market operations and overseen signings, and appeared in Billboard’s Women in Music 2026.
Believe’s reshaped EMEA leadership could influence how independent music reaches audiences across Europe, the Middle East and Africa. Artists, songwriters, labels and publishers in those markets may see changes in signing, development and distribution priorities, while staff and local partners could experience clearer regional decision-making. If the structure improves coordination, listeners might benefit from more diverse releases, though outcomes depend on execution and market conditions.