AceShowbiz - On a chilly evening in Paris, 17,000 fans gathered at the Accor Arena to honor the late French rapper Werenoi, whose sudden death in 2025 at age 31 shocked the music scene. The crowd's energy was palpable as they moshed and swayed to tributes and performances celebrating his legacy.

Henri Jamet, managing director of Believe’s France division, reflected on the emotional weight of the night. Having signed Werenoi to Believe’s AllPoints label in 2022, Jamet witnessed the artist's meteoric rise firsthand. "It's a mix between 'I can't wait' and 'What's going to happen?'" he said, noting the fans’ eagerness to hear Werenoi's tracks united in one place.

The tribute concert featured over a dozen iconic French hip-hop artists spanning three decades, blending their own hits with collaborations alongside Werenoi. His DJ played his biggest songs while a documentary preview showcased intimate moments from his early career, including his first show in 2023 and behind-the-scenes footage, painting a portrait of both artistic growth and the pressures of fame.

Werenoi had dominated the French charts with the No. 1 album in both 2023 and 2024 and finished 2025 with two albums in the top five. These milestones helped solidify Believe’s position as a powerhouse in France, where it controlled four of the top five albums last year, including the top three.

Believe’s overarching mission over its 20-year history has been building local stars in their home markets whose influence can expand globally. The passion shown at the tribute concert exemplifies this approach, emphasizing deep roots before reaching international acclaim.

Founded in 2005, Believe has grown from a digital distributor into a major multinational music company, with strong presences in the United Kingdom, Germany, Italy, India, Indonesia, Turkey, Brazil, and Mexico. Its roster includes notable artists such as JUL, GIMS, João Gomes, Craig David, Adekunle Gold, Tinie Tempah, Grupo Frontera, and Sault.

Believe’s success stems from early investments in technology and product development, enabling rapid, accurate digital distribution. Romain Vivien, Believe’s global head of music, highlighted how the company prioritized speed and precision to deliver music faster than competitors to digital service providers worldwide.

Over two decades, this strategy transformed Believe from a digital pioneer into a leading global music entity. Yet, the company has largely avoided fully entering the United States market, the world’s largest and most competitive arena. That is set to change as Believe prepares to establish itself as a major U.S. player.

Despite its global footprint, Believe remains relatively unknown in the U.S., aside from owning TuneCore, a prominent DIY distributor, and attracting attention with a $1.8 billion takeover proposal from Warner Music Group in early 2024. The bid, which was ultimately withdrawn, raised questions about the value and potential of Believe’s business.

"Let's face it: In the U.S., Believe is not a known brand," Vivien acknowledged. "TuneCore is, Believe is not."

Industry insiders viewed Warner Music’s interest as a recognition of Believe’s growing influence, given its $1 billion annual revenue, operations in 50 territories, and ownership of over 15 labels. Believe has expanded beyond distribution into label services, artist development, and music publishing, notably acquiring UK-based Sentric and rebranding it Believe Music Publishing in 2023, which recently signed Janet Jackson.

Founder and CEO Denis Ladegaillerie emphasized the company’s commitment to supporting artists fully, from songwriting to performance, aiming to maximize revenue streams across markets. This holistic approach sets Believe apart from competitors.

However, the U.S. market presents unique challenges. Vivien explained that while introducing Believe’s business model and philosophy has been necessary globally, the scale of competition in America means the company must prove its capabilities through concrete results.

Currently viewed as a “sleeping giant” by U.S. industry insiders, Believe is awakening to the realities of competing in a high-stakes environment. Years of preparation and incremental progress have led to a pivotal moment where the company must demonstrate its value to American artists and partners.

As Believe expands its U.S. presence, questions remain about whether American audiences and industry players will embrace the brand. The company’s leaders remain cautiously optimistic, understanding the uphill battle but confident in their proven global strategy.

Back in Paris, the tribute to Werenoi underscored the power of Believe’s local-first approach. By nurturing talent deeply embedded in regional cultures, the company has built a foundation capable of supporting international growth.

With its technological edge, diverse services, and commitment to artist empowerment, Believe aims to replicate its success in other markets on American soil. The next chapter for this European powerhouse will test whether it can translate its global blueprint into U.S. success.

As the music industry watches closely, one question dominates: will America ultimately believe in Believe?