Believe acquires 25 percent stake in French label Play Two
Digital music firm Believe has purchased a minority interest in Play Two, an independent record label owned by the TF1 Group, for just under 50 million euros.
Believe has finalized the acquisition of a 25% stake in Play Two, a subsidiary of the French media conglomerate TF1 Group. The deal, which values the record label at slightly under 50 million euros, aims to integrate Play Two’s talent roster with Believe’s digital distribution and marketing infrastructure.
Under the terms of the agreement, Play Two will utilize Believe's technological capabilities to accelerate digital growth and monetization for its artists. The two companies plan to collaborate on live show production and brand partnerships, combining Play Two’s industry reach with Believe’s proprietary digital platforms.
Founders Sébastien Duclos and Julien Godin will remain in charge of the label’s operations. The partnership strengthens Believe's position in the French music market by adding established artists such as Gims, Vitaa, and Hatik to its broader ecosystem.
Play Two, which has operated under the TF1 Group umbrella since 2016, continues to be a key player in the independent music sector. The transaction does not alter the majority ownership held by TF1.