TheSoul Publishing buys the majority of Mediacube

EXCLUSIVE: The Soul Publishing takes a majority stake in fintech biz Mediacube as it looks to cement a role at the center of the growing world creator economy.

Mediacube is a YouTube and Meta partner that provides financial solutions to nearly 10,000 creators in 132 countries, providing them with tools to manage and maximize their earnings on YouTube and Facebook.

The sale of a majority stake in the company, financial terms of which were not disclosed, sees it join the growing business of digital media and content creator services company TheSoul. The news comes two years after TheSoul acquired next-gen talent agency Underscore Talent.

“Our vision for TheSoul is rooted in an ecosystem approach,” said CEO Arthur Mamedov. “We ensure that we deeply understand the market, its dynamics and all its moving parts. This allows us to develop a value proposition that supports creators at every stage of their journey. Our goal is for TheSoul to become a leading media business platform, amplifying the voices of creators and top brands.”

The creator economy is on the rise, with YouTube becoming the dominant player in streaming partly thanks to its enormous list of creators. Amazon yesterday purchased at Spottera company that invests in digital makers such as MrBeast and Deestroying. Similar to TheSoul’s investment in Mediacube, Amazon said the purchase of Spotter would “unlock new opportunities for IP and monetization – ranging from content development to retail and more.”

Based in Cyprus and with production studios and offices across Europe and the US, TheSoul claims its entertainment brands generate 30 billion social media views every month.

DIY brand 5-Minute Crafts, which produces content in 20 languages, has a total of 300 million subscribers, 55 million Instagram followers and 20 million on TikTok, and is in the top five Facebook Pages among global followers. Lighthearted jokes, fashion and makeup hacks and funny observations channel 123 Go! has 180 million subscribers across platforms and nearly five billion views on YouTube. The talking animated slime character Slick Slime Sam has a total of 40 million YouTube subscribers and 3.5 billion views on the platform, with more than two billion viewing minutes per month. TheSoul also operates teen, comedy, travel & discovery and life hack focused channels.

The company says its suite of technologies provides creators with optimized analytics, content creation tools and distribution. Mediacube’s resources and tools, such as early payment systems, flexible payouts, and creator advances, will be integrated into this package to further help YouTubers and social media creators monetize their content.

“Mediacube has simplified money management for creators around the world and built a highly competitive offering of financial tools,” said Michael Bychenok, CEO of Mediacube. “Through this collaboration with TheSoul Publishing, we now know that we are taking our fintech solutions even further. Combined with TheSoul’s advanced technology, infrastructure and distribution capabilities, our collective efforts have already begun to unlock unprecedented opportunities for both our companies and creators worldwide. This is the case where 1+1 will be 11.”

Mediacube claims that the offering allows creators to maintain full ownership of their satisfied long-term financial stability.