By Allison Watkinson
TLL Reporter
The digital content studio TheSoul Publishing has acquired a majority stake in the talent management firm, Underscore Talent.
Founded in 2021, Underscore Talent is known for its 360° management strategy. It assists its diverse client base with brand partnerships, consumer products, ecommerce, social media, publishing, content distribution, live events, and more. The company currently represents more than 200 global content creators across social media platforms, gaming, and podcasts.
Underscore Talent is run by entertainment industry veterans Reza Izad, Dan Weinstein and Michael Green. Last month, the company launched a new Web3-based IP studio called Underscore LABS. Underscore Labs focuses on the intersection of media, entertainment, community, and Web3.
TheSoul Publishing’s investment in the management firm gives Underscore Talent access to TheSoul’s proprietary tools, technology, and production resources. This gives its clients access to TheSoul Publishing’s extensive content production and distribution capabilities.
As part of the acquisition, Izad and Weinstein will join TheSoul Publishing’s Board of Directors to further drive the company’s business growth and global expansion.
“Often, our clients are requesting enhanced capabilities, technical support, and additional resources to further build their business,” said Underscore Talent’s Co-CEO’s Izad and Weinstein.
“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.”
Founded in 2016, TheSoul Publishing is an international digital entertainment studio that produces original branded content distributed through a social media-driven, cross-platform network.
TheSoul Publishing’s brand portfolio includes 5-Minute Crafts, Bright Side, Avocado Couple, La La Life, and more. The company is currently the largest short-form digital content publisher in the world.
Victor Potrel and Iva Rukelj, who are key members of TheSoul Publishing’s executive team, will join Underscore Talent’s Board of Directors as part of the majority stake acquisition.
“Over the past few years, I’ve had the privilege of working alongside and getting to know Reza and Dan. Their ventures have been game-changing for the digital creator community, and we’ve closely followed the immediate success of Underscore Talent from its early days,” said Arthur Mamedov, CEO of TheSoul Publishing (pictured at top).
“Underscore brings unparalleled strategic expertise, a best-in-class management team, and a significant client roster, while TheSoul Publishing is merging its know-how, processes, and technology to amplify the voices of creators beyond what they could achieve elsewhere,” added Mamedov. “Together, our goal is to empower the growth and development of the business by enhancing the service offerings for creators with the creation powerhouse we have built.”
The deal between the two companies was announced jointly by Mamedov, Izad and Weinstein.
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