Digital studio, TheSoul Publishing, has announced that chief operating officer Arthur Mamedov will transition to the role of chief executive officer. At the same time, Anastasiia Vinogradova will become chief creative officer. Together, they aim to further the growth of the company and its universe of brands, including 5-Minute Crafts, Bright Side, 123 GO!, Avocado Couple, La La Life, Teen-Z, Baby Zoo, Slick Slime Sam and Polar. Founders and former co-chief executive officers Pavel Radaev and Marat Mukhametov will step away from day-to-day operations to assume non-executive advisory positions. 

Since joining TheSoul Publishing, Mamedov has fostered relationships with social media companies, cementing a growing list of global distribution partners, including TikTok, Snapchat, Facebook and YouTube. Further, he has guided the company’s key functions and crafted the strategy of TheSoul. 

“TheSoul Publishing has reached heights no one could have imagined, and I am excited to take this powerhouse studio into the future, leaning into innovation and creativity to entertain our global audience,” says Mamedov. “Between new business and creative partnerships, enhanced distribution opportunities and a groundbreaking global production approach, TheSoul is elevating fast as a next-generation entertainment content leader.” 

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In the coming year, TheSoul Publishing will be creating more functional efficiencies with the goal of additional strengthening of operational business flow. 

Previously, Vinogradova led the teams behind some of TheSoul’s most popular channels, including La La Life and the digital pop artist Polar. 

“Creativity is truly at the heart of this studio,” says Vinogradova. “I’m excited to maximize the unlimited potential of TheSoul and expand our portfolio of playful and highly engaging content. To keep online audiences entertained, we will experiment, innovate and most importantly, continue to have a lot of fun along the way.” 

Based at TheSoul Publishing’s headquarters in Cyprus, Mamedov will oversee the company’s international team. As chief creative officer, Vinogradova will oversee creative production and manage creative teams. 

“We are incredibly proud of the digital studio we have built and firmly believe TheSoul Publishing is in highly skilled hands,” Radaev and Mukhametov said in a joint statement. “Arthur and Anastasiia will certainly drive an unprecedented level of success in the years to come, using their leadership, creativity and business acumen to take TheSoul Publishing to the next level.”