Why the French music company Believe invested in Viva

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FAMILIER DES SONS – Baby A. Gil – The Philippine Star

December 17, 2021 | 00h00

What is Believe and what does it do with Viva? That’s the question entertainment industry watchers have been asking themselves in recent weeks. In early December, news broke that the Paris-based company Believe had finalized a strategic partnership with Viva Music and Artists Group, Inc. (VMAGI) by purchasing shares representing 15% of the total share capital for an amount of 23 million euros. .

Considering the current exchange rate of P 56.84 to € 1, that means a whopping P 1,306,580,711 or US $ 25,950,693 if you want to get a better picture of Believe investing. Lots of numbers, too many for my regular calculator to digest. So what is Believe and what made him invest his money in Viva?

Believe is one of the world’s leading digital music companies. Its mission is to develop independent artists and labels in the digital world by providing them with the solutions they need to expand their audience at each stage of their career and development. Believe’s passionate team of digital music experts around the world rely on the group’s global technology platform to advise artists and labels, distribute and promote their music.

Believe’s 1,401 employees in over 50 countries aim to support independent artists and labels with unique digital expertise, respect, fairness and transparency. Believe offers its various solutions through a portfolio of brands, including TuneCore, Nuclear Blast, Naïve, Groove Attack and AllPoints. This clearly means that Viva not only got the money, but also gained the expertise of a world leader in the digital arena.

What prompted Believe to invest? Viva, 40, is firmly established as one of the country’s largest and most innovative entertainment companies. Since the release of a single feature film in 1981, it has grown into a multi-faceted team that succeeds with film and television production, music, talent management and other aspects of the business.

On the music side, VMAGI owns Viva Records, a growing label in terms of new artists, and Vicor Music, which has the richest catalog in the Philippines. Best of all, Viva has learned to adapt to changing technology and made the transition to the digital age.

Then Viva is in the Philippines, which is in Asia. Asia is currently the fastest growing digital music market and will become the world’s largest recording music market by the end of this decade, with the Philippines in the top 20 countries in the world. . Believe started investing in the region in 2013 and is today present as a leading player in 14 territories. The addition of Viva and the Philippines just broadened Believe’s footprint in the region.

Sylvain Delange, Managing Director of Believe Asia Pacific, commented on this partnership: “I am extremely proud and honored to establish this long term partnership between Viva Music and Artists Group, Inc. and Believe. Under the highly successful leadership of Vic del Rosario Jr., coupled with the forward-thinking vision of Verb del Rosario, Viva has achieved the unique position of being both the most established and innovative music company in the Philippines. I am convinced that, leveraging each other’s expertise, this partnership will allow Viva and Believe to seize the ever-growing opportunities in the Philippine market and contribute to the development of local artists.

Vic del Rosario Jr., Chairman and CEO of VMAGI, welcomed Believe in these words: “It is with great pleasure and honor that I welcome the entry of Believe into Viva. As one of the world’s leading digital music companies, Believe brings with it its unparalleled background in music technology.

“The opportunities are limitless as the partnership seeks to take Viva Music and Artists Group, Inc. to the next level with the goal of marrying Believe’s vast international expertise on the digital front and that of Viva’s 40-year dominance. on the Filipino entertainment scene. This is truly an exciting development not only for both companies, but also for all of the talented artists at Pinoy who dream of succeeding in the business here and abroad.

Being with Believe just gave Viva a most welcome push into the forefront of the digital age. Lucky artists, these guys with Viva, who get support from Believe. But I also have a feeling that this partnership could be what we’ve been waiting for all this time for Filipino music to make its way onto the world stage.


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