EXCLUSIVE: TheSoul Publishing is taking a majority stake in fintech biz Mediacube, as looks to cement a role in the center of the growing global creator economy.
Mediacube is a YouTube and Meta partner that offers financial solutions to nearly 10,000 creators in 132 countries, providing them with tools to manage and maximise their earnings on YouTube and Facebook.
The sale of a majority stake in the biz, financial terms of which weren’t disclosed, means it joins digital media and content creator services firm TheSoul’s growing operation. 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 make sure we deeply understand the market, its dynamics and all its moving parts. This allows us to craft a value proposition that supports creators at every stage of their journey. Our goal is for TheSoul to become a leading business platform for media, amplifying the voices of creators and top brands.”
The creator economy is burgeoning business, with YouTube becoming the dominant player in streaming in part thanks to its huge list of creators. Amazon yesterday bought into Spotter, a company that invests in digital creators such as MrBeast and Deestroying. Similar to TheSoul’s investment in Mediacube, Amazon said buying into Spotter would unlock “new IP and monetization opportunities — ranging from content development to retail and more.”
TheSoul, which is based in Cyprus and has production studios and offices across Europe and the U.S., in claims its entertainment brands generate 30 billion social media views a month.
DIY brand 5-Minute Crafts, which produces content in 20 languages, counts a combined 300 million subscribers, 55 million Instagram followers and 20 million on TikTok, and is a top five page on Facebook by worldwide followers. Lighthearted pranks, fashion and makeup hacks and funny observations channel 123 Go! has 180 million subscribers across platforms and nearly five billion views on YouTube. Talking animated slime character Slick Slime Sam has a combined 40 million YouTube subscribers and 3.5 billion views on the platform, with more than two billion minutes watched every month. TheSoul also operates teen-, comedy-, travel and exploration-, life hack-focused channels.
The company says its suite of technologies provide creators with optimized analytics, content creation tools and distribution. Mediacube’s assets and tools such as early payment systems, flexible payouts and creator advances will be integrated into this package to further aid YouTubers and social media creators monetize their content.
“Mediacube has simplified money management for creators worldwide and has built a very competitive offering of financial tools,” said Mediacube CEO Michael Bychenok. “Now, through this partnership with TheSoul Publishing, we know we’re taking our fintech solutions even further. Merged with TheSoul’s advanced technology, infrastructure, and distribution capabilities, our combined efforts have already started to unlock unseen opportunities for both our companies and for creators globally. This is the case where 1+1 will be 11.”
Mediacube claims its offer allows creators to maintain full ownership of their contented build long-term financial stability.
