Believe Appoints Mel Curley as Marketing Lead
The music technology firm selected industry veteran Mel Curley to spearhead its global editorial and marketing partnership strategy.
Updated on Oct. 26, 2026 in Music — General
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Believe has appointed Mel Curley as its new global head of editorial and marketing partnerships. Based in New York City, Curley will lead the company's efforts across Artist Services, Label and Artist Solutions, and TuneCore.
Why it matters
This executive hire is designed to bolster the company's From Access to Success strategy. By deepening ties with digital platforms, the firm aims to sharpen its competitive edge in music marketing and promotional opportunities for independent artists.
In her previous role at Amazon Music, Curley managed relationships with more than 350 independent distributors, labels, and artists. Her career also includes professional tenures at major industry players Arista Records and Sony Music Entertainment.
The players
Mel Curley
She is the newly appointed global head of editorial and marketing partnerships at Believe who previously held leadership roles at Amazon Music, Arista Records, and Sony Music Entertainment.
Darya Pourshasb
She is the chief marketing officer at Believe to whom Mel Curley reports.
Believe
This is a music technology company that operates platforms including Artist Services, Label and Artist Solutions, and TuneCore to support independent artists and labels.
The details
Curley will report directly to chief marketing officer Darya Pourshasb while overseeing strategy for the company's various platforms. The move focuses on creating new promotional pathways for artists and labels within the digital music ecosystem.
Timeline
Believe announced the appointment of Mel Curley on October 26, 2026.
Industry Dynamics
This hire reflects the broader shift in the music industry toward strengthening direct-to-platform editorial relationships to gain better visibility for independent creators. The move positions the firm to compete more effectively against larger labels by leveraging specialized marketing partnerships.
For artists and labels, this leadership change may result in more robust promotional opportunities and better visibility on streaming services. These strategic improvements are intended to increase the discoverability of music distributed through the company's various platforms.
The takeaway
The appointment highlights the increasing importance of editorial strategy in an era where independent musicians must fight for visibility across crowded digital platforms. Artists should monitor how these new partnership initiatives affect promotional placement on major streaming services in the coming year.
Further reading
For more on the industry's changing landscape, visit the Music — General section.
Source note: This article includes information reported by Music Week.
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