Believe, the French music distribution and label services group, has signed a global strategic partnership with AI music platform Suno, just over four months after it began blocking distribution of tracks generated on the service. The deal, announced on 8 September, allows artists and labels working with Believe and its self-release platform TuneCore to opt in to new licensed music products built jointly with Suno, marking a significant reversal from Believe's April 2026 policy of automatically blocking unlicensed AI-generated tracks. It reflects a broader industry shift towards licensing agreements with AI music firms rather than confrontation, following similar deals Suno struck with Warner Music Group and BMG.

Under the agreement, participating artists will be compensated and their rights protected, with tracks made using Suno's forthcoming "industry partner model" becoming eligible for distribution through Believe and TuneCore; output from Suno's existing models, due to be retired, is not covered. Artists will also benefit from training protections and newly introduced download limits, which took effect on 3 September, capping Pro subscribers at 20 downloads a month and Premier subscribers at 60. The partnership follows Warner Music Group's November 2025 settlement with Suno, which included Suno acquiring Songkick, and BMG's global licensing alliance signed on 12 August.