Paris-headquartered digital music company Believe has appointed Denis Gorshkov as its Managing Director for Russia and the Commonwealth of Independent States (CIS).

Gorshkov has over a decade of experience in senior leadership positions in digital and streaming businesses across the region, says Believe.

Before joining Believe, he was the founder and former CEO of two video platforms, Amediateka and more.tv.

In his new role, Gorshkov will lead Believe’s distribution, artist services and the Believe-owned digital music distributor TuneCore across the region.

Gorshkov will manage a 50-person team from the Moscow company office. There, he will have a focus on guiding Believe’s M&A strategy in the region, and will contribute to the strengthening of the company’s position in the market.

As part of its wider expansion in the region, Believe has also made a raft of other senior appointments.

Additionally, Liubov Kevkhaian has been promoted to Eastern Europe Director, where she will lead Believe distribution services in the region, and be responsible for launching new business lines.

Kevkhaian will report to Viktoria Siniavskaia, who takes on the role of the Regional Managing Director for Russia, Eastern Europe, Turkey, the Middle East and Africa.

Siniavskaia will oversee Believe’s business and development strategy across the regions, and will lead the company’s three business lines (distribution, artist services and TuneCore) in all territories.

Victoria Pe has also been promoted to Head of Distribution in Russia, and will report to Denis Gorshkov.

In her new role, Pe will “define and implement” the Russian distribution sales and acquisitions strategy for artists, labels and large content producers, says Believe.

“[Gorshkov’s] new role in the music industry will surely bring Believe Russia to the next level.”

Viktoria Siniavskaia

Believe says that Russia and Eastern Europe have long been high priorities for the company.

Believe first established a presence in the region in 2013, while TuneCore Russia was announced in 2020.

Believe currently has a team of 50 in Russia, as well as being active in 15 Eastern European territories.

The company also has an artist and label portfolio of over 1,000 clients across Russia and Eastern Europe, including artists such as Skriptonite – one of Russia’s biggest rappers – Miyagi & Andy Panda, Maks Korzh and Pharaoh.

Viktoria Siniavskaia, Regional Managing Director for Russia, Eastern Europe, Turkey, the Middle East and Africa, says: “We are super excited to welcome Denis, who comes with more than 18 years of experience in international business as well as across Russian media and digital worlds.

“He has achieved many great successes in his previous projects and has significantly influenced the video streaming space in Russia.

“His new role in the music industry will surely bring Believe Russia to the next level.”

Added Siniavskaia: “Liubov and Victoria are highly valuable team members who have made significant contributions to the growth and reputation of Believe over the years.

“I look forward to our future work together to reinforce Believe’s leadership across the regions while meeting our goal of providing the best services to our artists and labels at all stages of their careers.

“I’m also extremely proud that these promotions underline Believe’s commitment to gender parity and the empowerment of female leaders.”


Believe floated on the Paris stock exchange this summer.

 Music Business Worldwide

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