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YouTube channel operator TheSoul Publishing announces Believe alliance

By | Published on Wednesday 15 December 2021


TheSoul Publishing – which operates a bunch of successful YouTube channels, most notably 5-Minute Crafts and Bright Side – has announced a deal with Believe as it seeks to grow its music activities.

Earlier this year, TheSoul announced the launch of its “first-ever digital music artist, Polar, a new, independent artist created from the imaginations of the team at TheSoul Publishing”. Polar, it added at the time, “is the first of many music partnerships to be announced by the studio known for its positive and entertaining content for a global audience”.

The newly announced Believe alliance, the digital media firm said yesterday, 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”.

Commenting on the Believe deal, TheSoul Publishing’s Victor Potrel 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 one billion followers”.

Meanwhile, Believe’s Ben Rimmer added: “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”.