Soft Shock is setting itself apart by going beyond the usual artist management model. They’re calling it a “management and media collective,” and it’s built on the idea that creative expression shouldn’t be confined to a single medium. The plan is to bring the “ethos of music”—that raw, unfiltered connection between artist and fan—to everyone from filmmakers and comedians to athletes and chefs. It’s a pretty compelling vision that reflects the reality of today’s creators, who are constantly blurring the lines between different fields.
What really makes Soft Shock stand out is the philosophy behind it. You might know Jubelirer from her time as Capitol’s first female Chair and CEO, or Pulijal as its former President. They’ve seen the industry from the highest levels and they’re not shy about their new approach. As Jubelirer put it, “We are humanistic and empathetic first… but we are going to fiercely protect artists and fight to make things happen for them.” Pulijal echoed that, stating, “artists have the power now and it’s never going back.” They’re actively rejecting the “go viral and then we’ll care” mindset, instead focusing on building sustainable, long-term careers.
It’s clear that Soft Shock is banking on the idea that the future of entertainment belongs to the creators, not the corporations. Jubelirer and Pulijal have the experience, the relationships, and now the backing to make a real impact. This new venture feels less like a traditional business and more like a curated, brave new world for talent. Keep an eye on Soft Shock; they just might be the ones leading the charge into the next era of entertainment.
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