Michelle Jubelirer<\/a> and Arjun Pulijal have launched a new venture backed by a strategic investment from HarbourView Equity Partners.<\/p>\n Their new company, Soft Shock<\/strong>, is described as \u201ca management and media collective that reimagines how talent is developed and empowered across the entertainment landscape\u201d.<\/p>\n Soft Shock offers talent management, creative marketing services, brand creation, and creative development\/production\/distribution across all mediums.<\/p>\n Beyond music, Soft Shock also represents comedians, filmmakers, actors, creators, athletes, visual artists, designers, chefs, makers, and \u201cgenerative talent with a distinct creative POV and an ambition to challenge convention,\u201d the company said.<\/p>\n \u201cThe name Soft Shock exemplifies our approach to everything,\u201d said Soft Shock Co-Founder Michelle Jubelirer <\/strong>on Thursday (September 18). \u201cWe are humanistic and empathetic first\u2026 but we are going to fiercely protect artists and fight to make things happen for them.\u201d<\/p>\n Today\u2019s announcement noted that Jubelirer and Pulijal have a combined five decades of experience as \u201ctalent-facing operators driving creative and execution\u201d.<\/p>\n Jubelirer is the former Chair and CEO of Capitol Music Group<\/strong><\/a> (CMG<\/a>),<\/strong> where she was named Billboard<\/a>\u2019s 2024 \u2018Women in Music\u2019 Executive of the Year.<\/p>\n Prior to CMG, Jubelirer\u2019s career spanned roles as a mergers and acquisitions attorney at Simpson Thacher & Bartlett, and partner at entertainment law firm King, Holmes, Paterno & Berliner, where she represented clients including Tyler the Creator, Yeah Yeah Yeahs, Pharrell Williams, Nas, Frank Ocean, M.I.A., and others.<\/p>\n Prior to overseeing all aspects of artist development as President of CMG<\/a><\/strong>, Pulijal<\/strong> headed the marketing for the label group, creating \u201cgroundbreaking, commercially successful, and critically acclaimed\u201d campaigns for artists such as Paul McCartney, Beck, Troye Sivan, Halsey, Nine Inch Nails, Maggie Rogers, Norah Jones, and many others.<\/p>\n Under their leadership, today\u2019s announcement noted, CMG \u201cachieved new heights\u201d, including the signing of Grammy Award-winning artist Doechii<\/strong>, Sam<\/strong> Smith\u2019s<\/strong> record-breaking single Unholy<\/em>, Ice<\/strong> Spice\u2019s<\/strong> \u201cmeteoric rise to fame,\u201d the release of\u00a0the<\/strong>\u00a0Beatles\u2019<\/strong>\u00a0last-ever single,\u00a0Now & Then<\/em>, and \u201chistoric profitability.\u201d<\/p>\n During their tenure, Jubelirer and Pulijal represented artists who have collectively sold over 400 million<\/strong> albums globally.<\/p>\n HarbourView was established in 2021<\/a>\u00a0by former Tempo Music CEO\u00a0Sherrese Clarke, <\/strong>with backing from Apollo Global Management.<\/p>\n Just a few months ago, the company\u00a0secured<\/a>\u00a0$500 million<\/strong>\u00a0in additional debt financing from investment giant\u00a0KKR<\/strong><\/a>\u00a0via a private securitization backed by its music portfolio.<\/p>\n It followed a previous\u00a0$500 million<\/b>\u00a0in debt financing secured by HarbourView\u00a0in March 2024<\/a>, through a private securitization backed by its catalog of music royalties, and led by KKR.<\/p>\n \u201cThe name Soft Shock exemplifies our approach to everything. We are humanistic and empathetic first\u2026 but we are going to fiercely protect artists and fight to make things happen for them.\u201d<\/p>\n Michelle Jubelirer, Soft Shock<\/span><\/p>\n<\/blockquote>\n Said Jubelirer: \u201cIt\u2019s a volatile time for the creative psyche \u2013 that applies to talent as well as those on the business side trying to build careers \u2013 these are people\u2019s lives.<\/p>\n \u201cWe believe creative intention, personal fulfillment, and commercial success can all co-exist. It just takes curation and bravery, or as we say, \u2018a soft touch with the courage to shock.\u2019\u201d<\/p>\n \u201cAll artists are creators and Soft Shock is ready to provide them with the tools, resources, and creative freedom they need to build sustainable, multi-faceted careers.\u201d<\/p>\n Arjun Pulijal<\/span><\/p>\n<\/blockquote>\n Arjun Pulijal, Co-Founder of Soft Shock, added: \u201cIt may not always feel like it, but artists have the power now and it\u2019s never going back.<\/p>\n \u201cTelling talent \u2018go viral and then we\u2019ll care\u2019 is a race to the bottom. We combat that by building scale on the side of talent through a diverse network that offers thought partnership and collaboration.<\/p>\n \u201cAll artists are creators and Soft Shock is ready to provide them with the tools, resources, and creative freedom they need to build sustainable, multi-faceted careers.\u201d<\/p>\n \u201cAt HarbourView, we look for partners who not only shift culture but expand it \u2013 with Soft Shock\u2019s focus on artistry, equity, and impact in entertainment, they perfectly embody that.\u201d<\/p>\n Sherrese Clarke, HarbourView\u00a0<\/span><\/p>\n<\/blockquote>\n Sherrese Clarke, CEO of HarbourView Equity Partners, said: \u201cMichelle and Arjun lead with both vision and conviction. I\u2019ve watched Michelle fight for artists with the same courage she brings to every table we\u2019ve shared, including our shared passion for the most vulnerable, and Arjun is equally relentless in reimagining what\u2019s possible.<\/p>\n \u201cAt HarbourView, we look for partners who not only shift culture but expand it \u2013 with Soft Shock\u2019s focus on artistry, equity, and impact in entertainment, they perfectly embody that.\u201d<\/p>\n Acquisitive HarbourView has acquired over 70<\/strong> music catalogs encompassing over 35,000<\/strong>\u00a0songs across both master recordings and publishing income streams.<\/p>\n The company\u2019s portfolio includes music from\u00a0T-Pain<\/a>, James Fauntleroy,\u00a0George Benson<\/a>, Noel Zancanella, Fleetwood Mac\u2019s\u00a0Christine McVie<\/a>, Pat Benatar, Neil Giraldo,\u00a0Nelly<\/a>, Jeremih, Wiz Khalifa, Kane Brown, Full Force and more.Music Business Worldwide<\/span><\/p>\n<\/div>\n \u2018 The preceding article may include information circulated by third parties \u2019 <\/em><\/p>\n \u2018 Some details of this article were extracted from the following source www.musicbusinessworldwide.com \u2019 <\/em><\/p>\n","protected":false},"excerpt":{"rendered":" Michelle Jubelirer and Arjun Pulijal have launched a new venture backed by a strategic investment from HarbourView Equity Partners. Their new company, Soft Shock, is described as \u201ca management and media collective that reimagines how talent is developed and empowered across the entertainment landscape\u201d. Soft Shock offers talent management, creative marketing services, brand creation, and […]<\/p>\n","protected":false},"author":2,"featured_media":2033784,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_jetpack_memberships_contains_paid_content":false,"jnews-multi-image_gallery":[],"jnews_single_post":[],"jnews_primary_category":[],"jnews_social_meta":[],"footnotes":""},"categories":[25179],"tags":[],"class_list":["post-2033783","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-music"],"jetpack_featured_media_url":"https:\/\/celebrity.land\/en\/wp-content\/uploads\/2025\/09\/Michelle-Jubelirer-and-Arjun-Pulijal-launch-new-venture-Soft-Shock.jpg","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts\/2033783","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/comments?post=2033783"}],"version-history":[{"count":0,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts\/2033783\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/media\/2033784"}],"wp:attachment":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/media?parent=2033783"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/categories?post=2033783"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/tags?post=2033783"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}\n
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