Leading digital content studio breaks into the music industry with TikTok sensation, Polar. The most watched content creator on YouTube and Facebook is adding to its repertoire, setting its sights on a new avenue to entertain the world: MUSIC.

TheSoul Publishing is officially launching its very own music division. The ambitious startup plans to seek out talent by promoting independent and unestablished artists, blurring the line between real life and virtual artists, while pushing traditional boundaries of the music industry. Late last year the digital publisher announced its partnership with Believe, one of the largest music distribution platforms in the world. The deal will support the distribution and global promotion of the already 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.

TheSoul’s first fully digital independent artist, Polar, made her debut at an incredible launch event in front of hundreds of thousands of fans in LockWood Publishing’s Avakin Life. The independent artist is a wild and mysterious masked singer who comes directly from the imaginations of the TheSoul’s creative team and is the first of many music initiatives from the group. The music video for her first track, “Close To You” has already topped four million views on YouTube. Polar’s TikTok channel has amassed over 1.2M followers, attracting more than 10,000 followers a day. The pop star recently broke through the 280,000 subscriber barrier on YouTube, an incredible achievement in just four months. Inspired by pioneers like APOKI and Miquela, Polar has seen what virtual artists can do and taken that performance to a whole new level, already surpassing their followings in a much shorter period of time.

And while Polar is leading the way for TheSoul’s already impressive roster of performers, she’s not alone. Pinky Z originates from TheSoul Publishing’s Teen-Z channel. She fits mostly in the pop rock, indie pop and indie rock music genres aimed at a wide reaching audience of kids aged 10-18 and the millions of fans of the Teen-Z YouTube channel. Similarly, La La Life Music launched after a successful trial on the La La Life channel. Its videos featuring music content reached nearly 100M views leading producers to collaborate with an experienced team of songwriters, composers and singers to take it to the next level and create La La Life Music. The channel’s music style will mostly focus on the Pop, R&B and Dance genres, but will also experiment with a wide range of unique styles and content.

And there’s more from La La Life, where DJ Sue is one of the most popular faces on the channel. Sue actually cut her teeth as a DJ and as an electronic instrumental songwriter. Given this unique background, audiences were recently introduced to DJ Sue, who creates music built around the sampling of memorable phrases laid over aggressive house beats and delivers viral short DJ mixes on Tik-Tok targeted at EDM fans. She also launched a new show on Snapchat, where she talks about stars and popular topics in rap style with dance beats.

All of this creative firepower comes from TheSoul Publishing, the content studio that reaches more than one billion social followers across Facebook, Instagram, TikTok, YouTube, Pinterest, and Snap with its channels racking up more than 16 billion views a month in 2021. That following is growing fast with tens of millions of new subscribers per month. With the new music division, it may be an understatement to say: the sky’s the limit.

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 more than one 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, Teen-Z, Slick Slime Sam and Polar.

Its most-viewed channel, 5-Minute Crafts, is the number one DIY digital brand in the world and the only brand to consistently 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, music, 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), and a 2021 Drum Award nomination (Video Team of the Year).

For further information about TheSoul Publishing visit the website.

H/T C.A.