Soft Shock founder on industry needs

Michelle Jubelirer, who built Soft Shock with ex-Capitol executive Arjun Pulijal, says the music industry needs more compassion, more focus on talent, and less ego.

“The industry needs more compassion, more focus on talent and less ego.”

From lawyer to label CEO

Jubelirer started as an artist lawyer representing left-of-center musicians, then became the first female CEO of Capitol Music Group before launching Soft Shock.

Soft Shock's talent-first model

Under a 'talent is talent' philosophy, Soft Shock represents not just musicians but actors, athletes, comedians, and culinary talent, backed by HarbourView Equity Partners.

Major labels aren't what you think

Jubelirer was surprised by the passion and work ethic of Capitol's teams. Major labels sound like behemoths but are really collections of dedicated people who overdeliver when led correctly.

“They are incredibly passionate, hard workers... if you lead them correctly and inspire them, they will really overdeliver for artists.”

Trust your gut over data

Jubelirer backed Tyler, the Creator and Doechii early on by following her instincts, not data. She gets goosebumps when she meets someone destined for greatness.

“If I walk into a room with an artist and I get goosebumps, then I know in my heart that is somebody who's going to go on to be something incredibly special.”

Artist development is in crisis

Musicians now compete for attention against athletes, influencers, comedians, and culinary talent. Building a sustainable career takes at least five years and late-stage capitalism makes it harder.

“It's a long brand-building process; probably five years at least. And late-stage capitalism isn't helping at all.”

Public companies can't prioritize artists

At Capitol, shareholder value was the job. Jubelirer left because discussing average revenue per user felt joyless compared to developing artists and helping them achieve their dreams.

“I get those things are incredibly important... but at some points for me it felt a little joyless because those aren't the conversations that I prefer having.”

Institutional finance means consolidation

Growing institutional investment in music will push major labels toward further consolidation and staff cutbacks. It's how late-stage capitalism works, not a flaw in any one company.

Women in power still face barriers

Two years after saying progress was too slow, Jubelirer says it's gotten worse. Anyone who isn't a straight white man faces systemic obstacles in music industry leadership.

“Anyone who's not a straight white man is kind of f, d in the music industry. It's incredibly depressing.”

Leadership style must evolve too

Women in power are expected to lead like men within existing structures. Real change means new leaders bring different values and the definition of leadership itself must transform.

“The reality is I don't lead like a man... if you are putting people in that are not about what has historically been the institutional leadership, the vision of what it is to lead thereby also has to change.”