Becoming the first global media publisher to reach 100 billion social media views in 2021, TheSoul Publishing is now expanding into music, having announced the signing of a distribution deal with Believe, one of the largest music distribution platforms in the world.
This autumn, TheSoul’s music division successfully launched its first independent digital music artist, Polar. Polar’s new track, “Close To You,” recently premiered at an exclusive Viewing Party in the game Avakin Life and was viewed by more than 660,000 players in the game itself, with the music video topping one million views on YouTube. Polar’s TikTok channel is also attracting more than 10,000 followers a day.
Believe, the owner of TuneCore and various music labels, as well as its own-branded indie services platform, recently successfully completed an IPO in Paris. Launched in 2004, Believe now supports 850,000 artists worldwide and is one of the largest music partners on YouTube.
Utilising Believe’s groundbreaking in-house technology and data organisation, this new partnership will support the distribution and global promotion of TheSoul Publishing’s brand new and rapidly expanding music division across the leading music platforms including Spotify, Deezer, Apple Music, Amazon Music and more than 200 digital stores and music services worldwide.
Victor Potrel, Vice President of Platform Partnerships at TheSoul Publishing, says: “We’ve been tremendously excited to build on our experience in digital media by expanding into music. As we continue to grow into all areas of the digital entertainment space, TheSoul Publishing needs to partner with innovative and forward-thinking companies, who share our goals and ambitions. Believe feels like a perfect fit for us as we continue to evolve and grow beyond our 1 billion followers.”
TheSoul Publishing’s universe of well-known channels includes 5-Minute Crafts, Bright Side, 123 GO!, Avocado Couple, La La Life, Slick Slime Sam and Teen-Z. Its most-viewed channel, 5-Minute Crafts, is the number one DIY digital brand in the world and the only brand to rank among the Top-10 of all YouTube channels and among the Top-10 of all Facebook pages.
Current initiatives include expansion across additional social media, podcast and streaming platforms — such as TikTok, Instagram, Snap, Roku, Apple, Spotify, Amazon Prime and Chinese platforms including Xigua, Douyin and Bilibili — as well as the continued growth of its global production team.
TheSoul Publishing hires BuzzFeed leader to spearhead expansion
