Who we are
TheSoul Group (formerly TheSoul Publishing) is a leading creator business platform positioned at the center of the creator industry
We’re constantly evolving and reshaping the creator economy with our expertise and tools
5B
5B
5B
subscribers around the group
subscribers around the group
5B
subscribers around the group
100B
100B
100B
monthly views
monthly views
100B
monthly views
15K
15K
15K
influencers
influencers
15K
influencers
Our group includes three companies operating across dynamic business streams:
TheSoul Media
World’s leading social content producer
TheSoul Media
World’s leading social content producer
TheSoul Media
World’s leading social content producer
Underscore Talent
Talent management and creator services focused on premium content
Underscore Talent
Talent management and creator services focused on premium content
Underscore Talent
Talent management and creator services focused on premium content
Mediacube
Tech-driven creator services with a seamless payment platform
Mediacube
Tech-driven creator services with a seamless payment platform
Mediacube
Tech-driven creator services with a seamless payment platform
TheSoul is a global powerhouse in digital media, driving viral success for creators and brands worldwide
Over a hundred billion views monthly across platforms like YouTube, Facebook, Instagram, Snap, TikTok
Our content captivates
2,5 billion subscribers
TheSoul is focused on digital content production, talent management, and creator financial services. We have long been at the forefront of digital content innovation, generating over a hundred billion social media views monthly across our portfolio of entertainment brands and creators.
Founded in 2016, the company is headquartered in Cyprus, with production studios and offices across Europe and the United States.
Our content captivates
2,5 billion subscribers
TheSoul is focused on digital content production, talent management, and creator financial services. We have long been at the forefront of digital content innovation, generating over a hundred billion social media views monthly across our portfolio of entertainment brands and creators.
Founded in 2016, the company is headquartered in Cyprus, with production studios and offices across Europe and the United States.
We create what the world loves to watch
From clever life hacks and creative crafts to beauty tips and brain-teasing puzzles, TheSoul’s brands deliver positivity, practicality, and pure fun. Our most-viewed channel, 5-Minute Crafts, is the No. 1 DIY digital brand in the world and consistently ranks among the the Top-10 of all Facebook pages
5-Year Crafts
4.5M subscribers
5-Minute Crafts
300M subscribers
Bright Side
200M subscribers
123 GO!
180M subscribers
Baby Zoo
7M subscribers
Avocado Couple
20M subscribers
La La Life
5M subscribers
Teen-Z
5M subscribers
Slick Slime Sam
40M subscribers
Our history
What began as a small idea sparked a global movement. Fueled by imagination and built by storytellers, we’ve grown from a tiny startup into a key player in digital media
2016
TheSoul Publishing launched in Limassol, Cyprus, evolving from AdMe, an advertising site created by co-founders Pavel Radaev and Marat Mukhametov. AdMe’s success inspired a shift to entertainment, birthing Bright Side and the global hit 5-Minute Crafts. First diamond YouTube awards received for Bright Side and 5-Minute Crafts.
2021
Over a billion subscribers on key social media platforms.
2022
Acquired Underscore Talent, a next-generation management company specializing in empowering digital creators.
2023
Launched TheSoul Sound, revolutionizing music promotion, and TheSoul Creative Agency for brand content and promotion.
2024
Gained a majority stake in Mediacube, redefining creator finances with flexible and early payouts. Debuted TheSoul Creators, a one-stop platform for all creator needs.
Our history
What began as a small idea sparked a global movement. Fueled by imagination and built by storytellers, we’ve grown from a tiny startup into a key player in digital media
2016
TheSoul Publishing launched in Limassol, Cyprus, evolving from AdMe, an advertising site created by co-founders Pavel Radaev and Marat Mukhametov. AdMe’s success inspired a shift to entertainment, birthing Bright Side and the global hit 5-Minute Crafts. First diamond YouTube awards received for Bright Side and 5-Minute Crafts.
2021
Over a billion subscribers on key social media platforms.
2022
Acquired Underscore Talent, a next-generation management company specializing in empowering digital creators.
2023
Launched TheSoul Sound, revolutionizing music promotion, and TheSoul Creative Agency for brand content and promotion.
2024
Gained a majority stake in Mediacube, redefining creator finances with flexible and early payouts. Debuted TheSoul Creators, a one-stop platform for all creator needs.
Our history
What began as a small idea sparked a global movement. Fueled by imagination and built by storytellers, we’ve grown from a tiny startup into a key player in digital media
2016
TheSoul Publishing launched in Limassol, Cyprus, evolving from AdMe, an advertising site created by co-founders Pavel Radaev and Marat Mukhametov. AdMe’s success inspired a shift to entertainment, birthing Bright Side and the global hit 5-Minute Crafts. First diamond YouTube awards received for Bright Side and 5-Minute Crafts.
2021
Over a billion subscribers on key social media platforms.
2022
Acquired Underscore Talent, a next-generation management company specializing in empowering digital creators.
2023
Launched TheSoul Sound, revolutionizing music promotion, and TheSoul Creative Agency for brand content and promotion.
2024
Gained a majority stake in Mediacube, redefining creator finances with flexible and early payouts. Debuted TheSoul Creators, a one-stop platform for all creator needs.
Our history
What began as a small idea sparked a global movement. Fueled by imagination and built by storytellers, we’ve grown from a tiny startup into a key player in digital media
2016
TheSoul Publishing launched in Limassol, Cyprus, evolving from AdMe, an advertising site created by co-founders Pavel Radaev and Marat Mukhametov. AdMe’s success inspired a shift to entertainment, birthing Bright Side and the global hit 5-Minute Crafts. First diamond YouTube awards received for Bright Side and 5-Minute Crafts.
2021
Over a billion subscribers on key social media platforms.
2022
Acquired Underscore Talent, a next-generation management company specializing in empowering digital creators.
2023
Launched TheSoul Sound, revolutionizing music promotion, and TheSoul Creative Agency for brand content and promotion.
2024
Gained a majority stake in Mediacube, redefining creator finances with flexible and early payouts. Debuted TheSoul Creators, a one-stop platform for all creator needs.
We mean it when we say we’re a global company
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
Truly remote-first company
We pride ourselves on the fact that roughly 80% 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 and distribution teams no matter where they are in the world.
Truly remote-first company
We pride ourselves on the fact that roughly 80% 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 and distribution teams no matter where they are in the world.
Awards
From entertainment pioneers to creative economy leaders, TheSoul Group is shaping the future of content and creators worldwide
2025
Best Use of Video: Hasbro/Transformers + TheSoul
Best YouTube Presence: Slick Slime Sam
SMOL • Comedy • Silver
Baby Zoo • Animation • Silver
Bright Side • Education & Discovery • Silver
5-Minute Crafts • Instructional • Silver
Slick Slime Sam • Instructional • Silver
LearnToon • Education & Discovery • Bronze
Award of Excellence: Crayola Create x TheSoul
Campaign - Business to Consumer
Award of Distinction: TheSoul's Transformers One
Animation or Motion Graphics
2024
People's Voice Webby Award
Social - How-To, Explainer, & DIY (Video): 5-Minute Crafts
The Telly Awards
5-Minute Crafts • Series-Entertainment • Silver
Bright Side • Series-Education & Discovery • Silver
Polar Live in Roblox • General-Music, Dance & Performance • Bronze
TheSoul’s partnership with Crayola • Best Content Partnership • Silver
Social: Best Creator • Bronze
OMMA Awards
Social Campaign Across Platforms: Crafting Connections on YouTube and Beyond by TheSoul Publishing for Crayola
5-Minute Crafts & Crayola • YouTube Presence • Bronze
2023
Metaverse Star of the Year: Polar
5-Minute Crafts • Social Media Videos | TikTok Channel • Platinum
5-Minute Recycle • Social Media Videos | TikTok Channel • Platinum
SMOL • Social Media Videos | TikTok Channel • Platinum
Bright Side • YouTube | Entertainment: Bright Side • Platinum
5-Year Crafts • YouTube | Entertainment: Bright Side • Platinum
5-Minute Crafts • YouTube | Entertainment: Bright Side • Platinum
Slick Slime Sam • YouTube | Entertainment: Bright Side • Platinum
Baby Zoo • YouTube | Kids • Gold
Best YouTube Presence
Best Short Form Video • Silver
Slick Slime Sam • Online General-Children • Silver
5-Year Crafts • Online General-How-To/DIY • Silver
5-Year Crafts • Non-Broadcast General-How-To/DIY • Silver
Baby Zoo • Non-Broadcast General-Children • Silver
Slick Slime Sam • Non-Broadcast General-Children • Bronze
Baby Zoo • Online General-Children • Bronze Telly Winner
Digital Studio of the Year
Best Production Strategy
Bright Side • General Video-Educational & Training • Gold
Role Model of the Year
Awards
From entertainment pioneers to creative economy leaders, TheSoul Group is shaping the future of content and creators worldwide
2025
Best Use of Video: Hasbro/Transformers + TheSoul
Best YouTube Presence: Slick Slime Sam
SMOL • Comedy • Silver
Baby Zoo • Animation • Silver
Bright Side • Education & Discovery • Silver
5-Minute Crafts • Instructional • Silver
Slick Slime Sam • Instructional • Silver
LearnToon • Education & Discovery • Bronze
Award of Excellence: Crayola Create x TheSoul
Campaign - Business to Consumer
Award of Distinction: TheSoul's Transformers One
Animation or Motion Graphics
2024
People's Voice Webby Award
Social - How-To, Explainer, & DIY (Video): 5-Minute Crafts
The Telly Awards
5-Minute Crafts • Series-Entertainment • Silver
Bright Side • Series-Education & Discovery • Silver
Polar Live in Roblox • General-Music, Dance & Performance • Bronze
TheSoul’s partnership with Crayola • Best Content Partnership • Silver
Social: Best Creator • Bronze
OMMA Awards
Social Campaign Across Platforms: Crafting Connections on YouTube and Beyond by TheSoul Publishing for Crayola
5-Minute Crafts & Crayola • YouTube Presence • Bronze
2023
Metaverse Star of the Year: Polar
5-Minute Crafts • Social Media Videos | TikTok Channel • Platinum
5-Minute Recycle • Social Media Videos | TikTok Channel • Platinum
SMOL • Social Media Videos | TikTok Channel • Platinum
Bright Side • YouTube | Entertainment: Bright Side • Platinum
5-Year Crafts • YouTube | Entertainment: Bright Side • Platinum
5-Minute Crafts • YouTube | Entertainment: Bright Side • Platinum
Slick Slime Sam • YouTube | Entertainment: Bright Side • Platinum
Baby Zoo • YouTube | Kids • Gold
Best YouTube Presence
Best Short Form Video • Silver
Slick Slime Sam • Online General-Children • Silver
5-Year Crafts • Online General-How-To/DIY • Silver
5-Year Crafts • Non-Broadcast General-How-To/DIY • Silver
Baby Zoo • Non-Broadcast General-Children • Silver
Slick Slime Sam • Non-Broadcast General-Children • Bronze
Baby Zoo • Online General-Children • Bronze Telly Winner
Digital Studio of the Year
Best Production Strategy
Bright Side • General Video-Educational & Training • Gold
Role Model of the Year
Awards
From entertainment pioneers to creative economy leaders, TheSoul Group is shaping the future of content and creators worldwide
2025
Best Use of Video: Hasbro/Transformers + TheSoul
Best YouTube Presence: Slick Slime Sam
SMOL • Comedy • Silver
Baby Zoo • Animation • Silver
Bright Side • Education & Discovery • Silver
5-Minute Crafts • Instructional • Silver
Slick Slime Sam • Instructional • Silver
LearnToon • Education & Discovery • Bronze
Award of Excellence: Crayola Create x TheSoul
Campaign - Business to Consumer
Award of Distinction: TheSoul's Transformers One
Animation or Motion Graphics
2024
People's Voice Webby Award
Social - How-To, Explainer, & DIY (Video): 5-Minute Crafts
The Telly Awards
5-Minute Crafts • Series-Entertainment • Silver
Bright Side • Series-Education & Discovery • Silver
Polar Live in Roblox • General-Music, Dance & Performance • Bronze
TheSoul’s partnership with Crayola • Best Content Partnership • Silver
Social: Best Creator • Bronze
OMMA Awards
Social Campaign Across Platforms: Crafting Connections on YouTube and Beyond by TheSoul Publishing for Crayola
5-Minute Crafts & Crayola • YouTube Presence • Bronze
2023
Metaverse Star of the Year: Polar
5-Minute Crafts • Social Media Videos | TikTok Channel • Platinum
5-Minute Recycle • Social Media Videos | TikTok Channel • Platinum
SMOL • Social Media Videos | TikTok Channel • Platinum
Bright Side • YouTube | Entertainment: Bright Side • Platinum
5-Year Crafts • YouTube | Entertainment: Bright Side • Platinum
5-Minute Crafts • YouTube | Entertainment: Bright Side • Platinum
Slick Slime Sam • YouTube | Entertainment: Bright Side • Platinum
Baby Zoo • YouTube | Kids • Gold
Best YouTube Presence
Best Short Form Video • Silver
Slick Slime Sam • Online General-Children • Silver
5-Year Crafts • Online General-How-To/DIY • Silver
5-Year Crafts • Non-Broadcast General-How-To/DIY • Silver
Baby Zoo • Non-Broadcast General-Children • Silver
Slick Slime Sam • Non-Broadcast General-Children • Bronze
Baby Zoo • Online General-Children • Bronze Telly Winner
Digital Studio of the Year
Best Production Strategy
Bright Side • General Video-Educational & Training • Gold
Role Model of the Year
Awards
From entertainment pioneers to creative economy leaders, TheSoul Group is shaping the future of content and creators worldwide
2025
Best Use of Video: Hasbro/Transformers + TheSoul
Best YouTube Presence: Slick Slime Sam
SMOL • Comedy • Silver
Baby Zoo • Animation • Silver
Bright Side • Education & Discovery • Silver
5-Minute Crafts • Instructional • Silver
Slick Slime Sam • Instructional • Silver
LearnToon • Education & Discovery • Bronze
Award of Excellence: Crayola Create x TheSoul
Campaign - Business to Consumer
Award of Distinction: TheSoul's Transformers One
Animation or Motion Graphics
2024
People's Voice Webby Award
Social - How-To, Explainer, & DIY (Video): 5-Minute Crafts
The Telly Awards
5-Minute Crafts • Series-Entertainment • Silver
Bright Side • Series-Education & Discovery • Silver
Polar Live in Roblox • General-Music, Dance & Performance • Bronze
TheSoul’s partnership with Crayola • Best Content Partnership • Silver
Social: Best Creator • Bronze
OMMA Awards
Social Campaign Across Platforms: Crafting Connections on YouTube and Beyond by TheSoul Publishing for Crayola
5-Minute Crafts & Crayola • YouTube Presence • Bronze
2023
Metaverse Star of the Year: Polar
5-Minute Crafts • Social Media Videos | TikTok Channel • Platinum
5-Minute Recycle • Social Media Videos | TikTok Channel • Platinum
SMOL • Social Media Videos | TikTok Channel • Platinum
Bright Side • YouTube | Entertainment: Bright Side • Platinum
5-Year Crafts • YouTube | Entertainment: Bright Side • Platinum
5-Minute Crafts • YouTube | Entertainment: Bright Side • Platinum
Slick Slime Sam • YouTube | Entertainment: Bright Side • Platinum
Baby Zoo • YouTube | Kids • Gold
Best YouTube Presence
Best Short Form Video • Silver
Slick Slime Sam • Online General-Children • Silver
5-Year Crafts • Online General-How-To/DIY • Silver
5-Year Crafts • Non-Broadcast General-How-To/DIY • Silver
Baby Zoo • Non-Broadcast General-Children • Silver
Slick Slime Sam • Non-Broadcast General-Children • Bronze
Baby Zoo • Online General-Children • Bronze Telly Winner
Digital Studio of the Year
Best Production Strategy
Bright Side • General Video-Educational & Training • Gold
Role Model of the Year
Let's build your future together!
Turn your ideas into the reality you're passionate about
thesoul.group © 2025
Let's build your future together!
Turn your ideas into the reality you're passionate about
thesoul.group © 2025
Let's build your future together!
Turn your ideas into the reality you're passionate about
thesoul.group © 2025
Let's build your future together!
Turn your ideas into the reality you're passionate about
thesoul.group © 2025