Believe Launches Label & Artist Solutions, Strengthening Presence in U.S. Music Market
Believe has officially launched its Label & Artist Solutions (LAS) in the United States, marking a significant expansion in the world’s largest recorded music market. The initiative will be spearheaded by Thomas Maxwell, who has been appointed as the Vice President of U.S. Label & Artist Solutions. Maxwell will report directly to Romain Vivien, the global head of music at Believe.
Leadership and Strategic Goals
Maxwell’s primary responsibilities will include establishing partnerships with independent labels and enhancing Believe’s footprint in the U.S. music landscape. He plans to operate from key music hubs including New York City, Nashville, and Los Angeles. According to a company statement, Maxwell aims to scale Believe’s U.S. operations and solidify its reputation as a leading partner for independent music companies focused on growth.
Previously, Maxwell held various roles at IDOL, where he was instrumental in launching the first U.S. office for the Paris-based indie distributor. His tenure at IDOL included signing notable labels such as Mexican Summer and HighNote Records, as well as working on significant releases from artists like Erick the Architect and TOKiMONSTA.
Industry Experience and Networking
Maxwell has also been an active participant in industry conferences, including SXSW and Indie Week, where he has built strong relationships across the streaming and label ecosystem. His extensive experience positions him well to navigate the complexities of the U.S. market.
Romain Vivien commented on Maxwell’s appointment, stating that Believe has been successful for two decades by nurturing local music ecosystems and developing artists globally. He emphasized that Maxwell’s expertise makes him an ideal candidate to lead the company’s expansion efforts in the U.S.
Ambitions for U.S. Market
Believe has long harbored ambitions to penetrate the U.S. market. In 2023, CEO Denis Ladegaillerie indicated that the company was eyeing opportunities in the U.S. market. By 2025, Believe announced its readiness to expand its artist and label services, with plans to build teams in 50 countries, starting with the U.S.
Founded in 2005 by Ladegaillerie, Believe has focused on large European markets and developing regions globally. The company has seen substantial growth, with revenue increasing by 124% from 2020 to 2024, reaching 988.8 million euros ($1.05 billion). However, the Americas accounted for only 15% of this revenue in 2024, trailing behind Asia/Oceania/Africa and Europe.
Global Portfolio and Recent Developments
Believe’s global portfolio includes prominent labels such as Nuclear Blast and Groove Attack in Germany, PlayTwo in France, and Doğan Music Company, Turkey’s largest independent record label. In 2023, the company expanded into music publishing by acquiring U.K.-based Sentric Music Group, which represented over four million songs and 400,000 songwriters across more than 200 territories. This acquisition, valued at €47 million ($51 million), laid the groundwork for the launch of Believe Music Publishing in 2025.
As reported by www.billboard.com.
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Published on 2026-04-30 11:30:00 • By FAME Delivered News Desk