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.

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.