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Az Cohen and Believe Launch AZTEC: Believe’s First U.S. Frontline Label
Believe partners with Az Cohen to launch AZTEC, its first U.S. frontline label, signaling a major push into the American market.
Believe launched AZTEC on May 7 — its first U.S.-based record label — with former 300 executive Az Cohen tapped as president and founder.
[L-R]: Romain Vivien, Az Cohen, and Denis Ladegaillerie
John Ricard
The new joint venture is a clear statement of intent: AZTEC is Believe’s first frontline foray into the United States after two decades of building a local-music empire across more than 50 territories. The announcement on Thursday follows last week’s reveal of a U.S. label and artist solutions division led by Thomas Maxwell, and, combined with TuneCore, creates a near-full stack of services for artists in America.
“Our joint venture with AZTEC reflects Believe’s continued commitment to building artist-first partnerships and supporting entrepreneurs who deeply understand the creative and cultural landscape,” Believe’s global head of music, Romain Vivien, said in a statement. “Az brings an exceptional ability to spot talent and build sustainable careers, and together we are creating an ecosystem designed for the next generation of artists.”
Maxwell will oversee label distribution and services while Cohen focuses on the frontline label. Cohen, the son of industry veteran and YouTube global head of music Lyor Cohen, spent 13 years at 300 Entertainment, a company his father co-founded in 2013 with Kevin Liles, Todd Moscowitz and Roger Gold. 300 grew into a powerhouse that helped break Migos, Megan Thee Stallion, Young Thug and Fetty Wap and was acquired by Warner Music Group in 2021 for $400 million.
At 300, Cohen also launched Sparta, the label’s indie distribution arm, which the company says has amassed more than 8 billion streams. Those credentials, and a Rolodex that includes artists he managed early on — including Post Malone — are the tools Cohen plans to use at AZTEC.
“In an industry that’s become increasingly about quick wins and short-term virality, we are artists, engineers, planners and warriors with a singular focus: building empires with our artists and partners,” Cohen said in a statement. “AZTEC is about patience, commitment and shaping careers that stand the test of time.”
Cohen will be based in New York, with initial signings expected to be announced in the coming weeks and months. He says he will leverage his network, TuneCore’s distribution base and Believe’s global footprint to develop artists and amplify local stories for a global audience.
“The success of artists today often starts with hyper-local stories, and it is our job to champion those around the world,” Cohen added. “Believe’s unique position as a truly global company with massive local expertise, via boots on the ground, allows AZTEC artists to be certain that their stories will be shared with new fans, no matter where that fan lives.”
For Believe, AZTEC stitches frontline A&R to the company’s existing distribution and DIY infrastructure, signaling that the French independent is ready to compete in the world’s biggest music market on more than just a catalogue basis.
