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TheSoul Publishing


TheSoul Publishing is an award-winning independent 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 123Go! TheSoul Publishing reaches more than a 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 more than a billion social media subscribers across the world’s most popular platforms including Facebook, Instagram, Snap, TikTok and YouTube.


According to Tubular Labs, since October 2020, TheSoul Publishing has the most views of any media and entertainment creator across Facebook and YouTube — followed by such companies ViacomCBS, Comcast, Disney and WarnerMedia. 

The media powerhouse was also recently recognized by Tubular Labs for its highly-popular content, topping the charts in Tubular Labs’ 2020 Awards with the most unique global viewers in 2020 (644 million, tied with The Walt Disney Company).
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 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, 7-Second Riddles123 Go!, La La Life, Teen-Z, Avocado Couple, Frankenfood, and Slick Slime Sam, satisfy our viewers’ curiosity on an array of topics through a combination of live-action video, vibrant digital animation, and family-friendly stop-motion.

TheSoul Publishing was founded in 2003 by Pavel Radaev and Marat Mukhametov who continue to oversee the company today as co-CEOs. Together they launched AdMe, an advertising-focused informational website. After gaining popularity through the years, AdMe transitioned to producing more light-hearted entertainment style content. In 2016, TheSoul Publishing added fun video content beginning with the launch of 5-Minute Crafts on Facebook. 

Today, our 2,700 strong creative team across 70 countries continuously delivers engaging and irresistibly shareable content for all ages — in 19 different languages.  Approximately 80% of our colleagues work remotely across six continents. From researchers, animators, editors, sound mixers, translators, voice-over artists, and more, cross-collaboration amongst production teams across continents is highly encouraged to streamline content with worldwide appeal.

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 extraordinary global production team, to provide its fans more of the content they crave.

Learn more about the video evolution of TheSoul Publishing!