TheSoul Group (formerly TheSoul Publishing), the leading creator business platform and one of the world’s most viewed digital entertainment companies, has announced the launch of TheSoul Media, a new standalone division encompassing all of the company’s owned & operated (O&O) digital media brands as well as its creative agency.
As noted in the company's announcement, TheSoul Media will operate under TheSoul Group, alongside its other creator-focused divisions, including Underscore Talent and MediaCube. Collectively, TheSoul Group manages over 100 billion content views every month.
Louisa Ioannidou, newly appointed CEO of TheSoul Media, will report to TheSoul Group’s CEO, Arthur Mamedov. In her new role as CEO, Ioannidou will oversee the company’s O&O media brands and its creative agency, with a strong focus on driving profitability and sustainable growth, while leading teams in a way that strengthens the company’s creative edge.
Ioannidou previously served as VP of Operations at TheSoul Publishing, where she oversaw remote production expansion, led management teams across multiple countries, and collaborated with executive leadership to align production with commercial strategy. She also applied data-driven decision-making in production and leveraged the company’s systems and technologies as a competitive advantage to streamline organisational processes.
"TheSoul Group has become a major player in the global creator space by bringing together top tier creators, digital media production and distribution, and market leading creator-focused fintech services in one ecosystem,” shared Arthur Mamedov, CEO of TheSoul Group. “The launch of TheSoul Media under Louisa’s leadership strengthens this foundation by unifying our O&O media and creative agency, enabling us to accelerate innovation, elevate our creative output, and deliver sustainable long-term growth."
From live-action to family content, music, crafts, and colorful animation, TheSoul Media delivers award-winning programming that entertains billions worldwide. Its portfolio includes the global DIY phenomenon 5-Minute Crafts® and audience favorites like Bright Side, 123 GO!, Avocado Couple, La La Life®, Teen-Z, Baby Zoo, Slick Slime Sam, Imagine Playworld, TeenVee and Polar.
Through its award-winning creative agency, which specialises in branded content production, social media strategy and marketing, and platform optimisation, TheSoul partners with leading global brands including Hasbro, Mattel, Crayola, Sony Music and Pudgy Penguins.
Ioannidou added, “I’m honored to lead TheSoul Media at such a pivotal moment. Our priority is to pair creative excellence with operational discipline, building a stronger, more profitable business that continues to inspire audiences worldwide while unlocking new opportunities for growth.”
About TheSoul Group
TheSoul Group (formerly TheSoul Publishing) is a leading creator business platform positioned at the center of the creator industry. Focused on digital content production, talent management, and creator financial services, TheSoul continues to expand, as demonstrated by its acquisitions of Mediacube and Underscore Talent, along with the launch of TheSoul Media division. TheSoul Media’s creative agency partners with global brands to drive growth through content creation and social media strategy.
TheSoul has long been at the forefront of digital content innovation, generating over a hundred billion social media views monthly across its portfolio of entertainment brands and creators. Founded in 2016, TheSoul is headquartered in Cyprus, with production studios and offices across Europe and the United States. The company continues to redefine how creators, brands, and audiences connect in the digital-first era. For more information, visit https://thesoul.group
