Paris-headquartered music company Believe has teamed up with music executive Az Cohen to launch a new joint venture record label called AZTEC, based in New York.
The move marks Believe’s first such JV in the United States. The partnership was jointly announced today (May 7) by Cohen and Romain Vivien, Believe’s Global Head of Music.
The news arrives a week after Believe expanded its Label & Artist Solutions business in the US, led by music industry veteran Thomas Maxwell as Vice President, US, Label & Artist Solutions (LAS), Believe.
Cohen brings more than a decade of experience in the independent music industry to the partnership.
Believe noted that he previously held roles at 300 Entertainment, “helping scale” the company through its sale to Atlantic Records.
During his time at 300, he built and launched Sparta Distribution, the label’s independent distribution and artist development arm, which has generated more than 8 billion streams across its catalog since its launch.
Earlier in his career, Cohen managed Post Malone during the period the artist broke into mainstream.
Cohen will serve as president of the AZTEC joint venture with Believe, working out of Believe’s New York City offices, according to an announcement.
“AZTEC is about patience, commitment and shaping careers that stand the test of time.”
Az Cohen, AZTEC
Commenting on the partnership, Cohen said: “In an industry that’s become increasingly about quick wins and short-term virality, we are artists, engineers, planners and warriors with a singular focus: building empires with our artists and partners.”
“AZTEC is about patience, commitment and shaping careers that stand the test of time.”
Romain Vivien, Believe’s Global Head of Music, said: “Our joint venture with AZTEC reflects Believe’s continued commitment to building artist-first partnerships and supporting entrepreneurs who deeply understand the creative and cultural landscape.”
“Our joint venture with AZTEC reflects Believe’s continued commitment to building artist-first partnerships and supporting entrepreneurs who deeply understand the creative and cultural landscape.”
Romain Vivien, Believe
Added Vivien: “Az brings an exceptional ability to spot talent and build sustainable careers, and together we are creating an ecosystem designed for the next generation of artists.”
Believe said AZTEC completes a wider portfolio of in-house imprints and acquired brands like French label Play Two, South Indian music label Think Music, and Brazil’s Ok Music!
AZTEC has yet to announce initial artist signings. The joint venture will take advantage of Believe’s global network, as the latter continues scaling its international footprint and expanding to the US.
For Believe, the company said the move extends its strategy of growing its portfolio of entrepreneurial partnerships worldwide, including Tenace Records, formed with Tileyard Music in the UK, and All Night Long, an electronic music label launched with French management firm Kidding Aside.
In October 2024, Believe redesigned its global strategy, which it said was aimed at “driving further artist development and increasing the value created for artists and labels at all stages of their careers”.
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