The most watched content creator on YouTube and Facebook is adding to its repertoire, setting its sights on a new avenue to entertain the world: MUSIC. 

The Soul Publishing is officially launching its very own music division. The ambitious startup plans to seek out talent by promoting independent and unestablished artists, blurring the line between real life and virtual artists, while pushing traditional boundaries of the music industry. Late last year the digital publisher announced its partnership with Believe, one of the largest music distribution platforms in the world. The deal will support the distribution and global promotion of the already rapidly expanding music division across the leading music platforms including Spotify, Deezer, Apple Music, Amazon Music and more than 200 digital stores and music services worldwide.

The Soul’s first fully digital independent artist, Polar, made her debut at an incredible launch event in front of hundreds of thousands of fans in LockWood Publishing’s Avakin Life. The independent artist is a wild and mysterious masked singer who comes directly from the imaginations of the The Soul’s creative team and is the first of many music initiatives from the group. The music video for her first track, Close To You has already topped four million views on YouTube. Polar's TikTok channel has amassed over 1.2M followers, attracting more than 10,000 followers a day. The pop star recently broke through the 280,000 subscriber barrier on YouTube, an incredible achievement in just four months. Inspired by pioneers like APOKI and Miquela, Polar has seen what virtual artists can do and taken that performance to a whole new level, already surpassing their followings in a much shorter period of time.

And while Polar is leading the way for The Soul’s already impressive roster of performers, she’s not alone. Pinky Z originates from The Soul Publishing’s Teen-Z channel. She fits mostly in the pop rock, indie pop and indie rock music genres aimed at a wide reaching audience of kids aged 10-18 and the millions of fans of the Teen-Z YouTube channel. Similarly, La La Life Music launched after a successful trial on the La La Life channel. Its videos featuring music content reached nearly 100M views leading producers to collaborate with an experienced team of songwriters, composers and singers to take it to the next level and create La La Life Music. The channel’s music style will mostly focus on the Pop, R&B and Dance genres, but will also experiment with a wide range of unique styles and content.

And there’s more from La La Life, where DJ Sue is one of the most popular faces on the channel.  Sue actually cut her teeth as a DJ and as an electronic instrumental songwriter. Given this unique background, audiences were recently introduced to DJ Sue, who creates music built around the sampling of memorable phrases laid over aggressive house beats and delivers viral short DJ mixes on Tik-Tok targeted at EDM fans. She also launched a new show on Snapchat, where she talks about stars and popular topics in rap style with dance beats.