TheSoul Publishing recently acquired a majority stake in Mediacube. The deal combines TheSoul’s content creation and distribution capabilities with Mediacube’s fintech solutions that serve nearly 10,000 creators across 132 countries.

The acquisition builds on TheSoul’s 2022 purchase of Underscore Talent, expanding the company’s integrated multi-platform creator ecosystem. TheSoul CEO Arthur Mamedov shared that the company’s strategy centers on understanding market dynamics to support creators throughout their journey.

“Our vision for TheSoul is rooted in an ecosystem approach. We make sure we deeply understand the market, its dynamics, and all its moving parts,” Mamedov said in a press release. “Our goal is for TheSoul to become a leading business platform for media, amplifying the voices of creators and top brands.”

Financial Services Integration Points to Market Evolution

Mediacube brings fintech tools, including flexible payouts, early payments, and creator advances, to TheSoul’s existing suite of content creation and distribution technologies. 

“TheSoul excels in helping creators maximize earnings, whether through distribution on new platforms, licensing, or innovative monetization opportunities,” Mediacube CEO Michael Bychenok tells Net Influencer. “Mediacube, in turn, specializes in onboarding creators, handling payments, and providing financial solutions like credit services.”

The combined entity has already launched TheSoul Creator, integrating these services into a unified platform. “TheSoul Creator ecosystem is all about simplifying the process for creators and giving them the tools they need to succeed,” Bychenok notes.

Comprehensive Creator Ecosystem Strengthens Market Position

With TheSoul Publishing, Underscore Talent, and Mediacube operating as one, the combined entity is positioned to offer creators a 360-degree solution: From producing high-quality content with automation to promoting, monetizing, and even managing finances, they’ve created a comprehensive ecosystem to support creators at every stage. 

Bychenok shares, “TheSoul Publishing provides a global infrastructure and cutting-edge tools to simplify content creation, from idea generation to production and automated posting. Mediacube strengthens this by offering reliable payouts, financial management, and technical support across creator platforms, ensuring a strong foundation for growth. Underscore completes the picture by connecting creators with premium brand opportunities, helping them unlock new revenue streams and build lasting partnerships.”

According to Bychenok, by combining forces, they’re streamlining operations, saving years of development time, and focusing on what matters most – helping creators thrive.

Michael Bychenok

Potential Public Market Entry Signals Further Consolidation

The acquisition may precede additional market consolidation, as Bychenok indicates the combined company aims to “lay the groundwork for potential entry into the public market.” The integration combines TheSoul’s reported 30 billion monthly social media views with Mediacube’s creator financial services.

“The partnership with TheSoul Publishing was born from the realization that both companies could do much more by joining forces,” Bychenok says. “The creator economy lacks large, sustainable companies, and this collaboration strengthens both companies. By joining forces, Mediacube and TheSoul Publishing – both profitable entities – can unlock greater opportunities and generate more value together.”

The creator economy saw 65 merger and acquisition (M&A) deals completed in 2024, according to a report by boutique M&A advisory firm Quartermast Advisors.

“We expect to see more M&A activity this year as we enter a lower interest rate environment and get past the chaos and uncertainty of an election year,” Quartermast Advisors founder James Creech told Net Influencer. “Given the changing political climate and increased access to capital, we expect transaction activity to pick up over the next 12 months.”

“There’s a large number of service businesses in the creator economy, especially agencies and management companies, so the sheer volume naturally lends itself to a meaningful percentage of overall transaction volume,” James explains, adding that capability expansion and economies of scale are also major drivers behind this trend.

Mediacube team

Cultural Integration Drives Operational Strategy

The companies conducted extensive pre-merger cultural alignment assessments at the leadership level. 

“Before formalizing the partnership with TheSoul Publishing, we spent a lot of time working together at the leadership level to see how well our teams and approaches aligned. It was incredible to discover just how similar our cultures are – both companies are built on the same core values,” Bychenok says.

He identifies three key shared values, with the first being transparency. “We both believe in open, honest communication, whether it’s within our teams or with the creators and clients we work with. It’s all about building trust through clarity and authenticity.” 

The second is proactivity. “Both Mediacube and TheSoul thrive on taking initiative, going the extra mile, and always looking for ways to do more and achieve better results.” 

The third is speed & adaptability. “Both companies are focused on staying ahead – making quick, thoughtful decisions and being willing to invest in new ideas to keep moving forward.”

The acquisition expanded TheSoul’s platform reach beyond YouTube. “This partnership opens up new opportunities, especially when it comes to platforms,” Bychenok says. “TheSoul has a lot of experience working with platforms like Facebook, TikTok, and Snapchat. This expertise allows us to offer more diverse services to our creators and explore new ways for them to grow and reach broader audiences.”