Believe names Adriana Sein president of Americas
Believe has created a new leadership post covering the Americas.
The Paris-based company named Adriana Sein as president of Americas on October 6, 2026, according to its announcement. The post is newly created. Believe announced the move under the title President, Americas. The company issued the news from Paris, France. Believe
Sein will report to Romain Vivien, Believe's global head of music. She will lead commercial operations in North and South America, Billboard reported. That remit covers the United States business, with direct responsibility for Canada and Latin America. The role brings the United States, Canada and Latin America into a single reporting structure for day-to-day business.
Her brief also includes oversight of Believe's label and artist solutions business lines in the Americas. Those are the services that help independent labels and artists release music, get it onto streaming platforms and plan marketing campaigns. It is hands-on work with releases and the teams behind them.
Sein arrives from ADA, the distribution and services organisation linked to Warner Music Group. There she held the title of senior vice-president and global head of artist and market development. In that post she led the distribution business, the operation that delivers music to streaming services and shops, in EMEA (Europe, the Middle East and Africa) and Latin America.
She also led global marketing and client partnerships, including work in the US. And she drove the company's expansion into MENA (the Middle East and North Africa) and Africa. That is a broad mix of sales, marketing and international growth.
Her career stretches back through two major label jobs. Before ADA, she was vice-president of international at Columbia Records. Before that, she was at Ultra Records, where she established the label's international division. While there, she also helped implement Ultra's joint venture with Sony Music.
Sein knows ADA's international operation well. She previously served as head of international at ADA Worldwide with a focus on global business, and when she stepped into an ADA Worldwide leadership role in 2021 she was based in New York, Music Week reported at the time.
What makes this appointment stand out is its scale. One executive now links the US, Canada and Latin America under a single commercial lead. For the independent artists and labels who use Believe's system, that means one point of accountability across two continents.
