Believe announces strategic partnership with a minority


Believe announces strategic partnership
with a minority stake in Play Two

Paris, November 3, 2021 – Believe, one of the world leaders in digital music, has acquired a 25% stake in Play Two, the leading independent music label in France, a subsidiary of the TF1 group. This partnership will strengthen Believe’s presence in France and accelerate the digital growth of Play Two.

Believe and Play Two share a common entrepreneurial culture and have already collaborated in the international development of artists. This obvious partnership will further accelerate the growth of both companies. Play Two will now be able to take advantage of the technological innovation and digital expertise that are at the heart of Believe’s business model to accelerate the development of audiences and the monetization of its artists in digital markets in France and abroad. Synergies will be generated between Play Two’s live performance production structure and the Believe unit (Live Affair) and between the B2B / Brand content structures: Music Lab For Brand for Play Two and the Branding department of Believe.

The partnership also benefits from a very complementary roster, the two Groups exercising leadership in different musical genres. Play Two artists such as Gims, Vitaa, Hatik, Anne Sila, Vincent Niclo, Tayc, Camelia Jordana, Squeezie, Julien Clerc, Gaëtan Roussel etc will diversify the Believe roster in France around a greater variety of musical genres. This combination creates a unique talent platform that combines Play Two’s appeal to artists and producers with Believe’s expertise in developing artists in the digital world.

Believe has taken a 25% stake in Play Two, majority owned by the TF1 group. This transaction values ​​Play Two at just under € 50 million at 100%. As part of this partnership, Play Two will now benefit from all of Believe’s services, particularly in terms of distribution. The two founders of the label, Sébastien Duclos and Julie Godin, will remain in charge of its general management.

“This partnership with Believe is another important step in the growth of Play Two. We have known the Believe teams for a long time and share with Denis [CEO of Believe] and Romain [General Manager of Believe France] the same entrepreneurial culture as well as a shared vision for the future of the music and entertainment industry. With the TF1 Group, an exceptional partner in the development of our structure, we are now forming with Believe a new team perfectly suited to the challenges of this rapidly changing market.“, Explain Play Two founders Sébastien Duclos and Julien Godin.

I am delighted to associate Believe with the first French independent label, founded and managed by Sébastien and Julien, two talented entrepreneurs with longstanding charts, and alongside the leading French media group TF1, which enabled Play Two to accelerate its development and become a key player in the market. I am convinced that we will work together to accelerate the digital transition of Play Two and open up new musical segments to digital thanks to our shared expertise and innovation.“, noted Romain Vivien, CEO of Believe France.

About to believe
Believe is one of the world’s leading digital music companies. Believe’s mission is to develop independent artists and labels in the digital world by providing them with the solutions they need to grow their audiences at every stage of their career and development. Believe’s passionate team of digital music experts around the world rely on the Group’s global technology platform to advise artists and labels, distribute and promote their music. Its 1,401 employees in more than 50 countries aim to support independent artists and labels with unique digital expertise, respect, fairness and transparency. Believe offers its various solutions through a portfolio of brands including TuneCore, Nuclear Blast, Naïve, Groove Attack and AllPoints.
Believe is listed on compartment A of the regulated market of Euronext Paris (Ticker: BLV.PA, ISIN: FR0014003FE9).

About Sébastien Duclos & Julien Godin (Play Two)

The entrepreneurial tandem of Sébastien Duclos (ex Sony Music) and Julien Godin (ex M6) has successfully launched numerous French music hits over the past 15 years and redefined the functioning of the market. They have become leaders in the music business and serious competitors to multinational oligarchs in these markets.
They created “PlayOn” in 2006, which produced ZAZ, Raphael, Kids United and the musical “Cinderella” in Mogador. The magazine “Décideurs” awarded Play On the “Grand Prix des Entreprises de Croissance” in 2014. PlayOn remained the leading independent label from 2009 to 2016, before being sold to Warner Music in 2016.
They created Play Two in 2016 (in association with TF1), thus paving the way for the evolution of the market: new contractual models, support for disintermediation between creators and consumers, explosion of streaming … Play Two has been the first French independent label since 2017.

About TF1
The TF1 group is a global player in the production, publishing and distribution of content.
Our ambition is to use our content to positively inspire society.
Our operations include:
. Broadcast with 5 free channels (TF1, TMC, TFX, TF1 Séries Films, LCI), 4 thematic channels (Ushuaia TV, Histoire TV, TV Breizh, Série Club), 3 on-demand content platforms (MYTF1, TFOU MAX and Salto ) and the TF1 PUB advertising agency.
. Production via Newen, headquarters of more than 30 labels in France and around the world.
. Digital via our native web activities and powerful digital communities including Aufeminin, Marmiton, Doctissimo and My Little Paris.
. Music and live shows.
The TF1 group is present in more than 10 countries and has nearly 3,700 employees, and achieved a turnover of 2,081.7 million euros in 2020 (Euronext Paris: ISIN FR0000054900).


Investor Relations Contact
Emilie Megel – +33 1 53 09 33 91, +33 6 07 09 98 60 – [email protected]

Media contacts
Kelly Martin – +33 6 63 52 94 74 – [email protected]
Elodie Roubaud – +33 7 60 43 65 08 – [email protected]

  • Press release – Believe Play Two Partnership – November 3, 2021

Leave A Reply

Your email address will not be published.