Believe Is ‘Maintaining All Its Operations’ in Russia — And Some Claim ‘Aggressively’ Growing Market Share

LONDON — Six months after Believe announced it had “suspended activities” in Russia following the country’s invasion of Ukraine, the French music company now says it is “maintaining all its operations” in the isolated nation. At best, that means recruiting staff to fill vacated roles and making multi-million dollar deals to renew contracts with label partners.

“Believe is still very active in Russia,” a prominent Moscow-based artist manager and independent label executive tells. They say that shortly after all the major record labels and distributors suspended operations in Russia in March, Believe approached them about their Russian language roster. “They said they can help us with our back catalog and that they can help us get our music out,” says the executive.

Although it is not breaking any international laws by continuing to operate in Russia, that decision to maintain an active presence in the country places Believe in direct conflict with other international music companies. In March, all three major record labels – Universal Music Group, Sony Music Entertainment and Warner Music Group — said they were suspending operations in Russia, following the Putin-led invasion of neighboring Ukraine.

also reviewed — assuring them that Believe “continues to provide all services in Russia” and offered advice to Russian labels and artists with bank accounts that were frozen or inaccessible due to economic sanctions on how to still receive payments legally.

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