London, 9th January 2025
The UK office of Believe, one of the world’s leading digital music companies, has hired Paul Trueman as Director of Artists Services and Joe Edwards as Head of Marketing.
A leading music industry executive in the UK, Trueman arrives at Believe having most recently held the position of Chief Operating Officer at artist marketing platform un:hurd music. Prior to that, he spent 10 years as General Manager of AWAL.
At AWAL, Trueman oversaw the marketing, audience development, digital accounts, and promotions teams in the UK and globally, working with prominent artists such as Little Simz, Nick Cave & The Bad Seeds, Lauv, girl in red and many more.
In his new role at Believe, Trueman will report to UK MD Alex Kennedy and lead the Artist Services division, overseeing A&R, new business, commercial strategy and global marketing campaigns.
Meanwhile, Joe Edwards has also joined the Believe UK Artist Services team as Head of Marketing.
Edwards was previously Senior Director of Marketing at AWAL where he developed and executed bespoke, audience-focused global marketing strategies across a broad roster of artists.
During his time at AWAL, Edwards ran award-winning campaigns for artists such as Jungle, Djo, Bombay Bicycle Club, Balming Tiger, SBTRKT, and Joesef.
He will report to Paul Trueman in his role at Believe UK.
These two hires mark the beginning of a new era for Believe UK’s Artist Services operation, with a number of exciting new signings on the horizon adding to a roster that already boasts names such as Blanco, Novo Amor, Craig David, Ms Banks, HAYLA, girli and more.
Following the growth of the Believe Group’s UK-based workforce, including Tunecore, Nuclear Blast and Sentric Publishing’s London contingent, from a team of 77 to 90, the company also moved to a new office at the start of 2025. It is now based at Kings Place in the creative and cultural hub of London’s King’s Cross.
Paul Trueman said: “I couldn’t be happier to join Believe and to be working with such a fantastic team and roster of artists. Believe’s unique ecosystem, global reach and innovative approach to artist development is unparalleled and I’m excited to help take things to the next level in 2025 and beyond.”
Believe UK MD Alex Kennedy said: “Paul has been at the heart of independent music for over 20 years, he is hugely respected in the industry and brings an immense amount of experience and quality to the table. We are very excited to have him lead the new era for our Artist Services business!”
About Believe
Believe is one of the world’s leading digital music companies. Believe’s mission is to develop independent artists and labels in the digital world by providing them the solutions they need to grow their audience at each stage of their career and development. Believe’s passionate team of digital music experts around the world leverages the Group’s global technology platform to advise artists and labels, distribute and promote their music. Its 1,919 employees in more than 50 countries aim to support independent artists and labels with a unique digital expertise, respect, fairness and transparency. Believe offers its various solutions through a portfolio of brands including Believe, TuneCore, Nuclear Blast, Naïve, Groove Attack, AllPoints, Ishtar and Byond. Believe is listed on compartment B of the regulated market of Euronext Paris (Ticker: BLV, ISIN: FR0014003FE9). www.believe.com
