Az Cohen has a new label. The veteran music executive has partnered with global artist development company Believe to launch AZTEC.
What We Know: AZTEC is a New York City-based record label built around long-term artist development. Cohen serves as President, while Believe provides global infrastructure and local market expertise. The partnership was announced jointly by Cohen and Romain Vivien, Believe’s Global Head of Music. First artist signings will be revealed in the coming months.
What They Said: “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,” said Vivien.
Cohen added: “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. AZTEC is about patience, commitment and shaping careers that stand the test of time.”
What Remains Unclear: No artists have been signed publicly yet. Additionally, financial terms of the Believe joint venture were not disclosed. It’s also unclear how many staff members Cohen is bringing to the new venture.
What It Means: Cohen’s track record speaks loudly here. He helped scale 300 Entertainment through its landmark sale to Atlantic Records, built Sparta Distribution, and managed Post Malone during his rise to global stardom. Furthermore, AZTEC signals a deliberate countermovement against short-term, viral-driven music strategies. This partnership could consequently reshape how independent labels approach global artist development.
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Bethany Kent is a Music Radio Editor for Barrett Media. She spent nearly 20 years bringing radio to life on stages, across the airwaves, and through unforgettable listener experiences. Her career spans local markets including Providence, Philadelphia, and New York City, most recently serving as National Director of Music Initiatives for Audacy. From producing major live events like HOT 97’s Summer Jam to leading strategic national marketing initiatives, she has built a career at the intersection of music, media, and culture. She can be reached at bethany@barrettmedia.com.
