LONDON (CelebrityAccess)—According to Music Business Worldwide, Paul Trueman has officially joined Believe UK as the Director of Artist Services, while Joe Edwards will be the new Head of Marketing. Both bring a wealth of experience from their time at AWAL, where they were instrumental in helping grow numerous artists’ careers.
Trueman previously served as Chief Operating Officer at un:hurd Music after ten years as General Manager at AWAL. At AWAL, he worked closely with global marketing teams, helping shape the careers of artists like Little Simz, Nick Cave & The Bad Seeds, Lauv, and Girl in Red.
Trueman will take charge of Believe UK’s Artist Services in his new position, managing A&R, business development, and commercial strategies while leading global marketing campaigns. He will report to Alex Kennedy, the Managing Director of Believe UK. Kennedy expressed his enthusiasm for Trueman’s appointment, saying, “Paul has been at the heart of independent music for over 20 years, he is hugely respected in the industry and brings an immense amount of experience and quality to the table.”
Trueman shared his excitement, stating, “I couldn’t be happier to join Believe and to be working with such a fantastic team and roster of artists. Believe’s unique ecosystem, global reach, and innovative approach to artist development is unparalleled and I’m excited to help take things to the next level in 2025 and beyond.”
Meanwhile, Edwards, formerly the Senior Director of Marketing at AWAL, will now oversee marketing at Believe UK. His portfolio includes campaigns for artists such as Jungle, Djo, Bombay Bicycle Club, and SBTRKT. In his new role, Edwards will report directly to Trueman.
These key appointments come at a time of significant growth for Believe UK, which has expanded its team and moved into a new office at Kings Place in London’s King’s Cross district. The company, which includes divisions like TuneCore and Nuclear Blast, has seen its UK staff increase from 77 to 90 employees.
