Creator business platform TheSoul Group (formerly TheSoul Publishing) has announced the launch of TheSoul Media, a new division encompassing all of the company’s owned & operated digital media brands as well as its creative agency. Louisa Ioannidou has been named as CEO of TheSoul Media.
TheSoul Media will operate under TheSoul Group, alongside its other creator-focused divisions, including Underscore Talent and MediaCube. Collectively, TheSoul Group manages over 100 billion content views every month.
Ioannidou (pictured) previously served as VP of Operations at TheSoul Publishing. In her new role as CEO, she will oversee the company’s O&O media brands and its creative agency, with a strong focus on driving profitability and sustainable growth. She will report to TheSoul Group’s CEO, Arthur Mamedov.
“TheSoul Group has become a major player in the global creator space by bringing together top tier creators, digital media production and distribution, and market leading creator-focused fintech services in one ecosystem,” said Arthur Mamedov, CEO of TheSoul Group. “The launch of TheSoul Media under Louisa’s leadership strengthens this foundation by unifying our O&O media and creative agency, enabling us to accelerate innovation, elevate our creative output, and deliver sustainable growth.”
From live-action to family content, music, crafts, and animation, TheSoul Media delivers programming to billions worldwide. Its portfolio includes 5-Minute Crafts, Bright Side, 123 GO!, Avocado Couple, La La Life, Teen-Z, Baby Zoo, Slick Slime Sam, Imagine Playworld, TeenVee and Polar.
On the agency side, it specialises in branded content production, social media strategy and marketing, and platform optimisation. Partners include leading global brands such as Hasbro, Mattel, Crayola, Sony Music and Pudgy Penguins.
Ioannidou added: “Our priority is to pair creative excellence with operational discipline, building a stronger, more profitable business that continues to inspire audiences worldwide while unlocking new opportunities for growth.”
Founded in 2016, TheSoul is headquartered in Cyprus, with production studios and offices across Europe and the United States.
