As an artist-executive guiding other artists, J. Spencer Mussellam is a key figure at Believe Canada, part of the French-born global artist development company, digital-first distribution services and label that operates in 50 countries worldwide. The company, which boasts a $1.05 billion annual global revenue, is making a big push in North America with a recent launch in the U.S. In Canada, the company is attached to Quebec chart mainstays and legends like Cœur de pirate, Ginette Reno and Les Cowboys Fringants. With hands-on experience in recording, engineering, tour managing and more, Mussellam helps leverage Believe’s global data and tech to scale indie artists like Traitrs, driving measurable growth in streaming and fan engagement.