Believe Hires Amazon Music's Mel Curley to Lead Global Editorial Marketing
Believe has hired Mel Curley from Amazon Music to lead its global editorial and marketing partnerships, the Paris-headquartered music company announced on Monday, October 26. In a Believe press release, the company said the appointment is meant to strengthen its global music marketing capabilities.
Editorial partnerships are the relationships that get songs in front of the people who decide what streaming services feature. That means playlists, homepage placements and promotional campaigns run with the platforms themselves. Curley will lead Believe's global strategy in this area, including its work with digital platforms and the new opportunities those relationships open for artists and labels.
Her work will cover three parts of the business: Artist Services, Label & Artist Solutions, and TuneCore, the platform that lets independent artists release music directly to shops and streaming services. She will be based in New York City and will report to Darya Pourshasb, Believe's Chief Marketing Officer.
Curley joins from Amazon Music, where she was Global Head of Independent Label Relations. In that role she oversaw relationships with more than 350 independent distributors, labels and artists. Before that, she led the Commerce Marketing team at Arista Records.
She also has a record of live-event work. HITS Daily Double reported in 2025 that she helped deliver record-breaking livestreams, including Justice at Accor Arena in Paris and one for TWICE. A livestream is a concert broadcast live to paying viewers online, a format that has grown alongside traditional touring.
Why it matters to independent music is simple. Smaller labels and artists depend on distributors and platform contacts to reach listeners, and a dedicated partnerships lead sits at the point where those contacts are made. Believe's move puts that job under a single global leader, reporting into its marketing chief.
Believe announced the appointment on October 26, 2026, and the company's statement did not give a start date.
