On The Move: Believe Names Viktoria Siniavskaia President of EMEA, Rebecca Allen Exits Universal Music UK

Each week, NIF & ROSTR tracks all the industry moves you need to know about. Promotions, hirings, farewells — have one you want to share? Click here.

Believe has appointed Viktoria Siniavskaia as President, EMEA, a newly created role covering Europe, the Middle East and Africa, with specific added responsibility for the UK, Germany and France. Siniavskaia previously led Believe’s operations across the Middle East, Turkey, Africa, Eastern and Southern Europe, and the Americas, and now reports to Global Head of Music Romain Vivien. The appointment follows last week’s news that Adriana Sein has joined as President, Americas, rounding out Believe’s regional leadership structure.

Rebecca Allen is leaving her role as Chief Artist and Strategy Officer at Universal Music UK after 27 years with the company. Allen was promoted into that position in December 2025, having most recently headed the Audience & Media Division, which she launched. She says she will remain connected to UMG in an advisory capacity.

Michael Chua has left Ticketmaster, where he was Global VP of Business Development and Strategic Partnerships, to join AI music platform Suno as VP of Live Experiences and GM of Songkick. The hire signals Suno’s continued push into the wider music industry ecosystem beyond its core generation platform.

Steve Homer is reported to be leaving AEG Presents after a decade as President of UK Touring. No official confirmation or exit date has been announced.

Elsewhere in the industry…

• Emilio Morales moves from Managing Director at Rimas Publishing to SVP of Business Development, Latin America at Empire Publishing.

• Richard King, CEO of Faber Music, has been named board chair of the Music Publishers Association.

• Beggars Group has made four hires: Max Datner (ex-Nettwerk) as Director of Radio and Music Discovery; Ariana Mamnoon (ex-Stone’s Throw) as Manager of Radio and Music Discovery; Rrita Hashani (ex-Columbia) as Audience and Marketing Director; and Molly McGuffin as Social Content Producer.

• Todd Thomas has been promoted from Co-National Promotion to VP of Promotion at Curb Records.

• Sebastian Mair moves from Head of Business Development, Asia at Muserk to APAC President at GoDigital Music.

• Kate Guarente-Smith, who led communications at GitHub, joins Splice as Head of Communications.

• Matthew Granados, formerly of SoundCloud and ADA/WMG, joins Sphere Entertainment as Senior Manager of Strategic Operations and Alliances.

• Tomomi Takeshima and MiMi Shimada have been named Co-Heads of Pacific Music Japan.

• Jelle Keizer joins Baddest Behaviour Records — the label behind DJ Mau P — as Label Manager.

Don't forget to check out our job board here.