Former Capitol Execs Michelle Jubelirer and Arjun Pulijal Launch Soft Shock Collective

Michelle Jubelirer and Arjun Pulijal, erstwhile apical executives astatine Capitol Music Group, person officially launched Soft Shock, a caller absorption and media corporate designed to reshape however endowment is developed and supported crossed entertainment. Positioned “at the borderline of boutique,” Soft Shock said successful its motorboat announcement that it volition connection a wide scope of services including endowment management, originative marketing, marque improvement and contented production/distribution crossed each media formats.

Soft Shock is backed by a strategical concern from HarbourView Equity Partners, a four-year-old steadfast founded by Sherrese Clarke. HarbourView, based successful Newark, NJ, has amassed astir $3 cardinal successful euphony and amusement assets — including a premix of progressive and passive publishing rights and maestro royalty holdings — with a catalog that includes stakes successful works by Kelly Clarkson, Wiz Khalifa, George Benson, Fleetwood Mac and others.

Focused connected authenticity and nonstop instrumentality engagement, the institution describes its ngo arsenic championing artists and driving taste impact, adding it is committed to gathering a divers roster of endowment and leaning much connected trust-based partnerships. Beyond music, Soft Shock volition besides correspond a wide scope of creatives — comedians, filmmakers, actors, athletes, designers, chefs and others.

“The sanction Soft Shock exemplifies our attack to everything. We are humanistic and empathetic first… but we are going to fiercely support artists and combat to marque things hap for them,” said Jubelirer. “It’s a volatile clip for the originative psyche – that applies to endowment arsenic good arsenic those connected the concern broadside trying to physique careers –  these are people’s lives. We judge originative intention, idiosyncratic fulfillment, and commercialized occurrence tin each co-exist. It conscionable takes curation and bravery, oregon arsenic we say, ‘a brushed interaction with the courageousness to shock.'” 

Jubelirer, who made past arsenic the archetypal pistillate seat and CEO of Capitol successful its 80-plus twelvemonth history, brings a wealthiness of acquisition from some the ineligible and euphony industries. Her vocation includes roles astatine Sony Music, the instrumentality steadfast King, Holmes, Paterno & Berliner, and Capitol, wherever she helped usher the careers of artists similar Tyler the Creator, Frank Ocean, and M.I.A. She exited CMG successful aboriginal 2024 pursuing a restructuring astatine CMG genitor Universal Music Group, and that aforesaid twelvemonth was named Billboard‘s Women In Music executive of the year.

Pulijal, who served arsenic president of CMG earlier departing a period aft Jubelirer, antecedently led selling efforts for the label, crafting acclaimed campaigns for artists specified arsenic Paul McCartney, Halsey, and Maggie Rogers. He joined Capitol successful 2013 aft 7 years astatine Epic Records. Together, Jubelirer and Pulijal bring implicit 50 years of combined acquisition and a way grounds of commercialized and originative success. During their tenure astatine CMG, they oversaw large milestones including the emergence of Ice Spice, Sam Smith and the merchandise of the Beatles’ last azygous “Now & Then.”

“It whitethorn not ever consciousness similar it, but artists person the powerfulness present and it’s ne'er going back,” said Pulijal. “Telling endowment ‘go viral and past we’ll care’ is simply a contention to the bottom. We combat that by gathering standard connected the broadside of endowment done a divers web that offers thought concern and collaboration. All artists are creators and Soft Shock is acceptable to supply them with the tools, resources, and originative state they request to physique sustainable, multi-faceted careers.”

With Soft Shock, Jubelirer and Pulijal purpose to make a apical spot for endowment seeking authentic collaboration, supported by HarbourView’s portfolio. Harbou...