TheSoul Publishing, a major producer of digital content, has acquired a majority stake in Underscore Talent

TheSoul Publishing already counts itself among the leading content producers on the internet. Now, through a talent management company, TheSoul will get a foothold in the creator economy. The Cyprus-based publisher has acquired a majority stake in Underscore Talent, the firm launched in January 2021 by Studio71 co-founders Reza Izad, Dan Weinstein, and Michael Green.

The deal will appoint Izad and Weinstein, who operate as the co-CEOs of Underscore, to the Board of Directors at TheSoul. Two execs from the latter company will also sit on the board at Underscore.

In a statement, TheSoul CEO Arthur Mamedov touted Underscore’s “strategic expertise, best-in-class management team, and significant client roster” as three of the firm’s major assets. He spoke highly of Izad and Weinstein, whose “game-changing” ventures have had a major impact on digital content creation. Studio71 became one of YouTube’s leading multi-channel networks after it was inaugurated in 2013.

Underscore will also gain access to TheSoul’s tools, technology, and production resources, which have allowed the publisher to roll up more than 200 billion views in a single year. “Often, our clients are requesting enhanced capabilities, technical support, and additional resources to further build their business,” Izad said in a statement. “Arthur and his team at TheSoul Publishing have built an impressive world-class international infrastructure for content ideation, creation, and distribution. Now, our clients will have a strategic advantage by utilizing this proprietary digital innovation to further amplify their creative capabilities and output across platforms, while avoiding fatigue and burnout.”

TheSoul’s proprietary channels, such as 5-Minute Crafts and SMOL, often find themselves near the top of our Global Top 50 charts. In the most recent ranking, TheSoul’s music-focused YouTube hub finished in 20th place. Though the company has operated out of its home base in Limassol, Cyprus since its 2016 inception, its videos are shot all across the world. TheSoul has offices throughout Europe and North America, from which it serves its 1.5 billion social followers.

Underscore will unite its talent roster with that expansive publishing business. The firm, which signed clients like Tati Westbrook and JustaMinx in 2022, has expanded beyond its core management business through the launch of several new divisions. Most recently, Underscore advanced into the world of web3 with a wing called Underscore Labs.

Financial terms of the deal between TheSoul and Underscore were not disclosed.