• TheSoul Publishing

TheSoul Furthers Music Expansion with Believe Distribution Deal


Dynamic digital music company to support leading

digital studio’s expansion into music

Award-winning global digital studio, TheSoul Publishing, has today announced the signing of a distribution deal with Believe, one of the largest music distribution platforms in the world.

Becoming the first global media publisher to reach an incredible 100 billion social media views in 2021, TheSoul Publishing is achieving unparalleled success among digital content studios. Catapulting to become one of the world’s premier video content creators, the company is now expanding into music. This fall, TheSoul’s music division successfully launched its very 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 an incredible 850,000 artists worldwide and is one of the largest music partners on YouTube.

Utilizing Believe’s ground breaking 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 said “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.”

Ben Rimmer, Director Label & Artist Solutions, Believe UK & Benelux commented, “We are delighted to strike this label solutions distribution deal with TheSoul Publishing and Victor Potrel and his team. Our global leadership team has worked with Victor for many years and partnering with such an exciting and influential audio visual digital music company is exactly where Believe wants to be. We are expecting great things from this exciting new partnership with a company, who like Believe, continue to innovate first in their field.”

About TheSoul Publishing

TheSoul Publishing is an award-winning digital studio that produces entertaining, positive and original content for a global audience. One of the world's most prolific and popular online media companies, TheSoul Publishing reaches over 1 billion social followers across Facebook, Instagram, TikTok, YouTube, Pinterest, and Snap. Its globally based creative team consistently delivers engaging and irresistibly shareable content for all ages — in 19 different languages — distributed via a social media-driven cross-platform network.

From cutting-edge 3D technology, to eye-catching stop motion, from fun live-action to catchy music videos, from inspirational craft projects to vibrant animation, TheSoul Publishing's portfolio of media brands has it all. 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 extraordinary global production team, to provide its fans more of the content they crave.

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 (Best Use of Pinterest), a 2021 Webby Award nomination for 5-Minute Crafts, a 2020 Streamy Award nomination (Best Brand Engagement), a pair of 2021 Shorty Award nominations (Best YouTube presence, Best Community Engagement), a 2021 Drum Award nomination (Video Team of the Year) and a Media Excellence Award win (Excellence in Original Content).

About Believe

Believe is one of the world’s leading digital music companies. Believe’s mission is to develop independent artists and labels in the digital world by providing them the solutions they need to grow their audience at each stage of their career and development.

Believe’s passionate team of digital music experts around the world leverages the Group’s global technology platform to advise artists and labels, distribute and promote their music.

Its 1,370 employees in more than 50 countries aim to support independent artists and labels with a unique digital expertise, respect, fairness and transparency. Believe offers its various solutions through a portfolio of brands including TuneCore, Nuclear Blast, Naïve, Groove Attack and AllPoints.

Believe is listed on compartment A of the regulated market of Euronext Paris (Ticker: BLV.PA, ISIN: FR0014003FE9).