Believe in Africa
Believe established its base in French-speaking countries in 2018, to provide on-the-ground expertise to the exciting roster of artists and labels we’ve been supporting over the past ten years.
Africa has a rich diversity of musical genres from reggae, hip-hop and rap to classical and gospel with an appeal to English-speaking and francophone listeners the world over.
Believe is helping artists maximise their income potential, build their following via local streaming and service providers, as well as capitalise on international audiences through major stores and platforms.
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Our local activities
Founded in 2005 and acquired by Believe in 2015, TuneCore is the leading independent development partner for self-releasing artists to build their careers. With technology & services across distribution, publishing, and a range of promotional services, TuneCore helps artists grow their audiences and earn royalties while keeping full ownership of their rights.
Believe Label & Artist Solutions offers distribution and digital marketing solutions to independent artists and labels in more than 50 countries. Enabling Labels and Artists to build, engage and monetize their audience on streaming, video and social media channels through a dedicated platform powered by artist development experts.
Our leadership team
Our driving forces
Believe is guided by four driving forces — respect, expertise, fairness, and transparency — which shape every decision we make and every action we take. These core values ensure we serve artists and labels in the best possible way and form the foundation of all our relationships.
At Believe, we deeply value the independence and creative freedom of artists and labels. We strive to provide a supportive environment that empowers them to grow, develop their talent, and accelerate their careers — helping those who aim to make a lasting impact in the music industry.
Building trustworthy, fair, and respectful relationships with our DSP's has been essential in fostering a productive and positive working environment. Working at Believe has helped me developed strong interpersonal and communication skills and they helped me navigate complex situations, ensured transparency, and created an atmosphere of mutual respect.
Kirsty Van Der Merwe
Editorial & Marketing Partnership Africa
Respect is one of our core values at Believe. We treat all our artists, colleagues and partners with deep respect. Professional relationships are key to our company’s growth. Relationships forged on the right values such as respect for our differences enable us to best serve our artists and labels.
Christian Jatau
Label Manager West Africa
I get through creating, building and maintaining a trustful relationship with artists and labels as well as all the people I’m interacting with as a Believer thanks to the tools made available to us by the company. It’s with much humility that I’m sharing my knowledge about the African market and the region in general so that I can help my peers have a better understanding of their music ecosystem.
Oratile Mmolawa
Label Manager South and East Africa
Transparency is one of the main values of Believe, we report all the revenues through a backstage and the artists and labels have all the details of monetization by store and by territory. We provide tutorials for best practices and we share our experience in a full transparency.
Songezile Mzakwe
Video Channel Manager
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