Why Believe's AZTEC Venture Is a Power Play in US Label Politics

Believe just made its first major US label move with AZTEC—and Az Cohen's 300 Entertainment pedigree tells you everything about their strategy. This isn't just another JV; it's a calculated strike at the majors' weak spots.

Believe's AZTEC: The US Label Game Just Got More Interesting

Let’s not pretend this is just another joint venture. When Believe—the French distribution giant that’s been quietly eating the majors’ lunch—teams up with Az Cohen, a 300 Entertainment alum who knows where the bodies are buried in US label politics, you pay attention. AZTEC isn’t just Believe’s first US label JV; it’s a direct shot across the bow of the traditional system.

Why Az Cohen? Because 300 Entertainment Was the Blueprint

Cohen’s resume reads like a playbook for disrupting the US market:

300 Entertainment: The label that turned Megan Thee Stallion and Young Thug into streaming monsters while operating like a tech startup
Warner Music Group: Where he learned how the old guard thinks (and where they’re vulnerable)
A&R chops: The kind that spots talent before TikTok algorithms do

This is Believe saying: “We’re not here to play nice with the majors. We’re here to outmaneuver them.”

The AZTEC Strategy: Streaming Guerrilla Warfare

Believe’s model has always been about empowering indie artists with tech—their TuneCore acquisition proved that. But AZTEC suggests something bolder:

Artist-friendly deals: 300’s legacy of lean operations and transparent accounting
Algorithm-native A&R: Cohen’s team will likely mine streaming data differently than legacy scouts
Global leverage: Believe’s distribution network can push US artists internationally faster than most indies

What This Means for the Major Labels

Three uncomfortable truths for Sony, Universal, and Warner:

Believe now has a US frontline operation with major-label-grade expertise
Young artists increasingly prefer flexible deals over traditional 360 contracts
Distribution alone isn’t enough—AZTEC proves Believe wants the full value chain

As one label exec (who begged not to be named) told me: “This is the first time Believe looks like a competitor, not just a partner.”

The Bottom Line

AZTEC won’t dethrone the majors overnight. But in an era where artists care more about ownership and transparency than advance checks, Believe just positioned itself as the smart alternative. And with Cohen running point? The US label wars just got a lot more interesting.