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 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 over 1,000,000,000 (yep, that's a billion!) social media subscribers across the world’s most popular platforms including YouTube, Facebook, Instagram, Snap, Pinterest, and TikTok.


Our content garners more than 20 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 both 2020 and 2021, 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 the ‘Digital Studio of the Year’ at the 2021 Digiday Video & TV Awards, a 2021 Drum Award win, a 2021 Webby Award nomination for
5-Minute Crafts, 7 Shorty Award nominations, a pair of 2022 Digiday Video & TV Award nominations including ‘Best Use of YouTube’, and a 2022
Webby Honoree for ‘Best Overall Social
Presence in Media/Entertainment'.



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 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 global creative team across 70 countries continuously delivers engaging and irresistibly shareable content for all ages — in 20 different languages.   Approximately 70% 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 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!