Believe hires Amazon Music’s Mel Curley as Global Head of Editorial & Marketing Partnerships
Believe has appointed Mel Curley, formerly Amazon Music’s Global Head of Independent Label Relations, to lead its global Editorial & Marketing Partnerships strategy. The hire supports Believe’s “From Access to Success” plan, which aims to strengthen music marketing and help artists and labels reach audiences through digital platforms.
Based in New York, Curley will report to Chief Marketing Officer Darya Pourshasb, and her work will span Believe’s Artist Services, Label & Artist Solutions and TuneCore businesses. At Amazon Music, she oversaw relationships with more than 350 independent distributors, labels and artists, and helped develop campaigns including livestreams by Justice and TWICE. Before that, she held roles at Arista Records and Sony Music Entertainment.
In short
- Mel Curley joins Believe from Amazon Music.
- She will lead global editorial and marketing partnerships.
- Her remit spans Believe, TuneCore and artist services.
Explained simply
Believe is a global music company that distributes music and provides services to artists and record labels. TuneCore, one of its businesses, helps independent musicians release music on digital platforms. These platforms, including streaming services, are important routes for listeners to find and hear music.
Editorial and marketing partnerships bring music companies into contact with platforms and help plan ways to promote artists and releases. Mel Curley’s previous work at Amazon Music involved relationships with independent labels, distributors and artists. At Believe, she will work across several parts of the company under Chief Marketing Officer Darya Pourshasb.
The appointment relates to Believe’s “From Access to Success” plan, which aims to develop its marketing support and help artists and labels reach audiences through digital platforms. How effectively music is presented and promoted on those services can affect its visibility to listeners.
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