New Appointments at Believe Great Britain
Paul Trueman has taken on the role of Believe Great Britain new director of artist support, while Joe Edwards has been appointed head of the marketing department.
Both executives bring extensive experience from their previous positions within the company, particularly at AVAL, where they contributed to the development of numerous artists.
Trueman’s Experience and Role
Trueman joins Believe after serving as Chief Operating Officer at Believe. Previously, he was the CEO of AWAL for a decade, where he spearheaded global marketing, audience development, digital accounts, and promotions, collaborating with artists like Little Simz, Nick Cave and The Bad Seeds, Lauv, and girl in red.
In his new position, Trueman will manage Believe UK’s Artist Services division, overseeing sales, new business initiatives, commercial strategy, and global marketing campaigns. He will report directly to Alex Kennedy, Believe UK’s Managing Director.
“Paul has been at the forefront of independent music for over 20 years, he is hugely respected in the industry and brings a wealth of experience and quality to the game.”
Alex Kennedy, Believe UK
“We are excited that he will lead the next era of our artist services business,” Kennedy added.
Trueman expressed, “I’m thrilled to be joining Believe and working with such a fantastic team and lineup of artists. Believe’s unique ecosystem, global reach, and innovative approach to artist development are unmatched, and I’m looking forward to elevating things in 2025 and beyond.”
Joe Edwards’ Promotion
Meanwhile, Joe Edwards, who previously held the position of senior director of marketing at AWAL, has been promoted to head of marketing, reporting to Trueman. Edwards’ experience includes overseeing marketing campaigns for artists like Jungle, Joe, Bombay Bicycle Club, Embalming Tiger, SBTRKT, and Joseph.
In this new role, Edwards will report directly to Trueman.
These appointments align with Believe UK’s recent expansion and relocation to Kings Place in London’s King’s Cross cultural district, close to Google, Facebook, and Universal Music. The UK workforce, which includes teams from TuneCore, Nuclear Explosion, and Centric Publishing, has grown from 77 to 90 employees.
The new leadership team is set to enhance Believe UK’s existing roster of artists, which includes Blanco, Novo Amor, Craig David, Ms. Banks, HAYLA, and girl. The company has also hinted at several upcoming contract announcements.
Headquartered in Paris and listed on Euronext Paris, Believe employs over 1900 people across more than 50 countries. The company focuses on developing independent artists via its digital platform and expertise. Its portfolio features brands such as TuneCore, Nuclear Blast, Naive, Groove Attack, AllPoints, Ishtar, and Further.
Paul Trueman joins Believe UK as Director of Artist Services
