Believe appoints Mel Curley to lead global editorial and marketing partnerships

Believe has appointed Mel Curley as Global Head of Editorial & Marketing Partnerships, according to its 26 October 2026 announcement.

A remit across artist and label services

Curley will lead the company’s relationships around digital music promotion across Artist Services, Label & Artist Solutions and TuneCore. Believe says the role includes opportunities beyond conventional editorial playlists, with newer promotional formats and data-led campaigns also in focus.

Experience in platform partnerships

Curley joins from Amazon Music, where she led independent label relations. Her earlier experience includes Arista Records and Sony Music Entertainment, as also reported by Music Week on 26 October.

For independent musicians, this is a change in the team supporting artist discovery—not a new offer of guaranteed playlist placement. The announcement does not set out a public application process or promise streaming results for individual releases.

Reporting compiled by Media Marvels from the attributed company announcement and additional reporting linked above.

Image credit

Archival Believe company wordmark, used to identify the company in this report; this is not an image of Mel Curley or of the appointment announcement. Source: Believe / Wikimedia Commons. The file is identified as a public-domain text logo; trademark rights remain with the owner. The source image is unaltered; the page may resize or crop its display. No endorsement of Media Marvels is implied.