Believe vows ‘continued expansion’ in Greater China, appointing Charles Liu as GM and Rebecca Dong as MD, Operations in key market

Believe has appointed Charles Liu as the Group’s General Manager of Greater China, reporting to Sylvain Delange, Believe’s President of APAC, and Rebecca Dong as Managing Director Operations for Greater China.

Based in Beijing, Charles Liu is responsible for defining and leading Believe’s revenue growth strategies in Greater China, focusing on the deployment of the Group’s premium offering and of its M&A strategy.

In this role, Charles Liu also focuses on growing Believe’s roster of artists and labels, as well as building relations with local digital services.

Reporting to Charles Liu, Rebecca Dong leads the implementation of the strategy for Greater China, including managing all operations, DSP partnership, finance, legal and human resources.

Sylvain Delange, Believe President for APAC, said: “Greater China is both an exciting and challenging market where Believe’s unique approach can significantly contribute to accelerate the rise of a strong, diverse and thriving local music ecosystem as we’ve done is so many other markets in Asia Pacific.

“Leveraging Charles’ long-standing, successful career, always deeply rooted in the local music ecosystem, and Rebecca’s strong operational leadership to drive our effort in this region, we are in the best position to fuel Believe’s continued expansion in Greater China.”

Sylvain Delange, Believe

“Leveraging Charles’ long-standing, successful career, always deeply rooted in the local music ecosystem, and Rebecca’s strong operational leadership to drive our effort in this region, we are in the best position to fuel Believe’s continued expansion in Greater China.”

With a team of over 80, Believe’s Greater China operations works across offices in five cities in the region, servicing over 250 artists and 300 labels.

The IFPI recently named China the world’s fifth-largest recorded music market for 2023. Generating more than USD $1.4 billion in recorded music trade revenues last year, China’s annual revenue has grown more than 25% YoY for the past two years, according to the trade body.

Charles Liu, Believe Managing Director of Greater China, added: “I am incredibly excited to have joined Believe, facing the vibrant and challenging music market of Greater China.

“I am eager to leverage my professional skills to provide more assistance and create opportunities for a wider range of talented artists and their outstanding works, thereby contributing to the prosperity and growth of the music market in Greater China.”

Charles Liu has over 20 years of experience in the entertainment industry.

His previous roles include handling the international department for Avex Taiwan (1998-2002), being the artist director of Rock Records China (2010-2012), the General Manager of Linfair Records China (2014-2015), and the Director of Girls Idol Group in YY.com (2015-2017). Before joining Believe, he served as the General Manager of Sony Music China for domestic business.

Rebecca Dong specializes in operating, business development and general management, bringing more than 20 years of management experience to Believe. Prior to joining Believe, she spent over 3 years at Siyanli (MBKP invested portfolio) as COO, 4 years at Nielsen as Vice President of Greater China and 7 years at Education First, as general manager.

Rebecca Dong, Believe Managing Director of Operations of Greater China, added: “It’s a fascinating time for the music industry in Greater China and I am thrilled to have joined Believe in this next phase of growth in the region – one that will undoubtedly allow for the rise of a new generation of talented music executives, artists and labels across all around.”Music Business Worldwide