It was founded in 1998 by Patrick Zelnik, former CEO of Virgin France, Gilles Paires and Eric Tong Cuong. Following finance house
Édouard Stern taking a 10% stake in Naïve, Naïve acquired various other record labels, including among classical labels
Auvidis (which included early music label
Michel Bernstein's Astrée and modernist label
Montaigne), Yolanta Skura's Opus 111 (founded 1990, named after Beethoven's
Piano Sonata, Op. 111) and Nicolas Bartholomée's
Ambroisie. ==Acquisition by Believe==