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Believe and Az Cohen Launch AZTEC, Believe’s First U.S.-Based Record Label
Believe partners with Az Cohen to launch AZTEC, its first U.S.-based frontline label, announced May 7; Cohen will lead the New York-based imprint.
French independent company Believe announced a U.S. joint venture with former 300 executive Az Cohen on Thursday, May 7. The new label, AZTEC, will be Believe’s first U.S.-based frontline label and will be led by Cohen as president and founder.
[L-R]: Romain Vivien, Az Cohen, and Denis Ladegaillerie
John Ricard
AZTEC is framed as a key piece of Believe’s broader U.S. strategy. The company has spent two decades building local operations across more than 50 territories. AZTEC represents its first frontline push in the world’s largest music market, following a separate U.S. label and artist solutions division announced last week and led by Thomas Maxwell.
Those moves, together with TuneCore — the DIY distributor Believe acquired in 2015 — create what the company describes as a full stack of services in the U.S. Maxwell will oversee label distribution and services while Cohen will run the new frontline imprint.
“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.”
Cohen has 13 years of experience at 300 Entertainment, the independent label co-founded by his father Lyor Cohen alongside Kevin Liles, Todd Moscowitz and Roger Gold in 2013. He worked in A&R across the company as it developed artists including Migos, Megan Thee Stallion, Young Thug and Fetty Wap, and as 300 was acquired by Warner Music Group in 2021 for $400 million.
At 300, Cohen also launched Sparta, the label’s indie distribution wing. A press release states Sparta’s catalog has accumulated more than 8 billion streams.
On AZTEC’s approach, Cohen said the label will prioritize long-term artist development over quick virality. “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,” he said. “AZTEC is about patience, commitment and shaping careers that stand the test of time.”
Cohen, who also managed Post Malone early in his career, will be based in New York. Initial signings for AZTEC are expected to be announced in the coming weeks and months. He plans to use his network, TuneCore’s distribution infrastructure and Believe’s global footprint to develop those artists.
“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.”
