Believe Takes 25% Stake in Romania-Based Global Records, Plans on ‘Building a Global Leader in Dance Music’

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Believe Eastern and Central Europe managing director Liubov Kevkhaian, whose company has taken a 25% interest in dance label Global Records. Photo Credit: Believe

In keeping with well-documented buildout plans, Believe has made its second expansion announcement in a week. Eyeing the development of “a global leader in dance music,” the business has taken a 25% interest in Global Records.

The soon-to-be-private Believe and the Romania-based dance label today announced the partial sale and a broader strategic partnership. While the involved parties opted against disclosing the hard numbers behind the transaction, they did drive home the ongoing commercial growth of dance and electronic as well as Believe’s recent launches of b.electronic and All Night Long.

Running with the points, 16-year-old Global Records, boasting “offices and activity” in the mentioned Romania, Germany, and the U.S., is said to have racked up north of six billion streams in 2023 across its roster. The latter includes Carla’s Dreams, Olivia Addams, The Motans, and Alina Eremia, to name just some.

Looking to the bigger picture, Believe, having first partnered with Global Records back in 2016, emphasized its ambitious vision for the dance label, which is led by founder Ștefan Lucian.

“This partnership signifies a bold step towards our vision for the future of music and entertainment,” the Global Music Management founder Lucian communicated, “and by leveraging our combined resources we will offer to our artists and talents the same level of services and performance as any top record label be it major or independent.

“For us it was a straight forward decision to choose Believe as our partner because we both believe in the future of independent music and we share the same passion and love for the artists and the content they create,” he concluded.

And in comments of her own, Believe Eastern and Central Europe MD Liubov Kevkhaian expressed the view that “countless talented dance artists” will make waves on the world stage thanks to the partnership and investment.

“I very much look forward to this new chapter in our successful partnership and common history,” the nearly 12-year Believe exec Kevkhaian said in part, “one that will undoubtedly see the rise of countless talented dance artists to the global stage thanks to our complementary expertise and vision.”

Regarding the separate initially highlighted announcement Believe made in July, the TuneCore parent is also spearheading an ambitious expansion in China, where it added two execs to its leadership team.

Furthermore, the long list of international music operations in which Believe possesses an interest now includes but isn’t limited to Global Records, Sentric, South Indian film-soundtrack label Think Music, the Philippines’ Viva Music and Artists Group, and France’s Jo&Co.