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TheSoul Publishing

TheSoul Publishing is the award-winning digital studio that produces entertaining, positive and original content for a global audience. Known for channels, such as 5-Minute Crafts®, the No. 1 DIY digital brand in the world, Bright Side and 123 Go!, TheSoul Publishing reaches over 2 billion subscribers around the world.

What does TheSoul Publishing do?

TheSoul Publishing is one of the world’s most prolific and popular online media companies, reaching over 2,000,000,000 (yep, that's 2 billion!) social media subscribers across the world’s most popular platforms including YouTube, Facebook, Instagram, Snap, Pinterest, and TikTok.


Our content garners more than 25 billion social media views every month. Ahead of all studios and media companies, including Disney and Warner Bros. Discovery, TheSoul generated more views on YouTube and Facebook in the world in 2020, 2021, and 2022 according to Tubular Labs.

The media powerhouse of positivity was also recently recognized by Tubular Labs for its highly-popular content, topping the charts with the most unique global viewers (644 million, tied with The Walt Disney Company).
TheSoul Publishing has garnered numerous accolades, including top honors and nominations from the Webby, Shorty, Telly, Viddy, Streamy, Stevie, and Lovie awards. The company was recently named ‘Digital Studio of the Year’ at Digiday’s 2023 Video & TV Awards, won 'Best YouTube Presence' at the 2023 Shorty Awards and was nominated for ‘Social Media Team of the Year’ at the The Drum’s 2023 Online Media Awards.


TheSoul Publishing Channels

From handy life-hacks to clever craft projects, from head-turning beauty tips to brain-twisting puzzles, TheSoul Publishing’s portfolio of media brands emphasizes the positive, the practical, and the purely entertaining. 


Our most-viewed channel, 5-Minute Crafts, is the No. 1 DIY digital brand in the world and consistently ranks among the Top-10 of all YouTube Channels and among the Top-10 of all Facebook pages.

TheSoul Publishing’s universe of well-known channels, including 5-Minute Crafts, Bright Side, Baby Zoo123 Go!, La La Life, Teen-Z, Avocado CouplePolar, and Slick Slime Sam, satisfy our viewers’ curiosity showcasing cutting-edge 3D technology, eye-catching stop motion, fun music, and vibrant animation!


TheSoul Publishing began in 2016 in Limassol, Cyprus. The company evolved from a brand called AdMe, an advertising-focused informational website that co-founders and former co-CEOs Pavel Radaev and Marat Mukhametov created. After gaining popularity, AdMe transitioned to producing more light-hearted, entertainment-style content, including Bright Side and followed in 2016 with the launch of the global phenomenon 5-Minute Crafts.
Since 2016, from their headquarters in Cyprus, TheSoul Publishing continued to grow these brands and launch additional entertainment-focused properties. The company’s state-of-the-art production studios are located across Europe in Limassol, Cyprus, Riga, Latvia, and opened most recently in the city of Budapest.
In October 2022, the company's long-time COO Arthur Mamedov was elevated to CEO and TheSoul's executive producer Anastasiia Vinogradova was named Chief Creative Officer (CCO). 

In December 2022, TheSoul Publishing acquired the next-generation management company, Underscore Talent, helping a diverse group of talent leverage today’s “attention economy”. 

Our Team


We mean it when we say we’re a global company.


The proof? We deliver engaging and irresistibly shareable content for all ages in 21 languages, and our creative team is spread across 70 countries and 6 continents. 


As a remote-first company, we pride ourselves on the fact that roughly 70% of us work remotely full-time. 


From researchers, animators, editors, sound mixers, translators, voice-over artists, and more, we have tailored systems and workflows that enable streamlined cross-collaboration between production teams no matter where they are in the world.

Current initiatives include expansion across social media, podcast and streaming platforms — such as TikTok, Instagram, Snap, Roku, Apple, Spotify, Samsung TV+, Rakuten TV, Amazon Prime and Chinese platforms including Xigua, Douyin and Bilibili — as well as the continued growth of its extraordinary global production team, to provide its fans more of the content they crave.
Learn more about the video evolution of TheSoul Publishing!
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