Believe appoints Adriana Sein

Believe has appointed Adriana Sein as President, Americas for operations across the United States, Canada, and Latin America.

Sein's background

Sein most recently served as SVP & Global Head of Artist & Market Development at ADA, Warner Music Group’s services arm for independent artists and labels.

Sein's role

She will oversee Believe’s operations across the United States, Canada, and Latin America, driving expansion in the world’s largest music market.

Sein's responsibilities

Sein’s remit covers commercial operations in North and South America, including Label & Artist Solutions business lines.

Sein's quote

Adriana is a successful senior executive leader with a super strong track record in the global music industry.

“Adriana is a successful senior executive leader with a super strong track record in the global music industry.”

Sein's expansion plans

She will accelerate growth across Latin America and Canada while bringing Believe’s services to the US market.

Recent US moves

Believe launched Label & Artist Solutions in the US in April, led by Thomas Maxwell, and created AZTEC, its first US record label joint venture with Az Cohen.

Americas achievements

Believe artists won four JUNO Awards in Canada, signed Jesse Cook, and Los Dos De Tamaulipas won the 2026 iHeart Radio Music Award for Best New Artist (Regional Mexican).