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New Management Firm Launched by Former Capitol Execs
Former Capitol Music Group Leaders Launch Soft Shock, a New Artist and Talent Collective Backed by HarbourView
Music industry veterans Michelle Jubelirer and Arjun Pulijal — both formerly senior executives at Capitol Music Group — have launched Soft Shock, a new management and media collective supported by a strategic investment from HarbourView Equity Partners.
Positioned at the intersection of music, live entertainment, and brand development, Soft Shock aims to “reimagine how talent is developed and empowered across the entertainment landscape.” The company’s services include artist and talent management, creative marketing, brand creation, and production and distribution across multiple media formats — all designed to strengthen artists’ global reach and live market potential.
Soft Shock’s roster extends beyond recording artists to include comedians, filmmakers, actors, creators, athletes, visual artists, and other cultural innovators — reflecting the growing convergence of music, live performance, and wider entertainment sectors.
“The name Soft Shock exemplifies our approach to everything,” said co-founder Michelle Jubelirer. “We are humanistic and empathetic first, but we are going to fiercely protect artists and fight to make things happen for them.”
Jubelirer and Pulijal bring a combined 50 years of experience as talent-facing executives working across music, marketing, and live strategy. During their time at CMG, they oversaw campaigns and global rollouts for artists including Paul McCartney, Halsey, Beck, Maggie Rogers, Troye Sivan, and Sam Smith — acts that continue to be strong live draws across major touring markets.
With Soft Shock, the pair now aim to build a modern creative ecosystem that bridges recorded music, touring, and brand partnerships — positioning talent to thrive across the full spectrum of today’s live and digital entertainment industries.