Former Capitol Execs Michelle Jubelirer and Arjun Pulijal Launch Soft Shock Collective

Michelle Jubelirer and Arjun Pulijal, former top executives at Capitol Music Group, have officially launched Soft Shock, a new management and media collective designed to reshape how talent is developed and supported across entertainment. Positioned “at the edge of boutique,” Soft Shock said in its launch announcement that it will offer a wide range of services including talent management, creative marketing, brand development and content production/distribution across all media formats.

Soft Shock is backed by a strategic investment from HarbourView Equity Partners, a four-year-old firm founded by Sherrese Clarke. HarbourView, based in Newark, NJ, has amassed nearly $3 billion in music and entertainment assets — including a mix of active and passive publishing rights and master royalty holdings — with a catalog that includes stakes in works by Kelly Clarkson, Wiz Khalifa, George Benson, Fleetwood Mac and others.

Focused on authenticity and direct fan engagement, the company describes its mission as championing artists and driving cultural impact, adding it is committed to building a diverse roster of talent and leaning more on trust-based partnerships. Beyond music, Soft Shock will also represent a broad range of creatives — comedians, filmmakers, actors, athletes, designers, chefs and others.

“The name Soft Shock exemplifies our approach to everything. We are humanistic and empathetic first… but we are going to fiercely protect artists and fight to make things happen for them,” said Jubelirer. “It’s a volatile time for the creative psyche – that applies to talent as well as those on the business side trying to build careers –  these are people’s lives. We believe creative intention, personal fulfillment, and commercial success can all co-exist. It just takes curation and bravery, or as we say, ‘a soft touch with the courage to shock.’” 

Jubelirer, who made history as the first female chair and CEO of Capitol in its 80-plus year history, brings a wealth of experience from both the legal and music industries. Her career includes roles at Sony Music, the law firm King, Holmes, Paterno & Berliner, and Capitol, where she helped guide the careers of artists like Tyler the Creator, Frank Ocean, and M.I.A. She exited CMG in early 2024 following a restructuring at CMG parent Universal Music Group, and that same year was named Billboard‘s Women In Music executive of the year.

Pulijal, who served as president of CMG before departing a month after Jubelirer, previously led marketing efforts for the label, crafting acclaimed campaigns for artists such as Paul McCartney, Halsey, and Maggie Rogers. He joined Capitol in 2013 after seven years at Epic Records. Together, Jubelirer and Pulijal bring over 50 years of combined experience and a track record of commercial and creative success. During their tenure at CMG, they oversaw major milestones including the rise of Ice Spice, Sam Smith and the release of the Beatles’ final single “Now & Then.”

“It may not always feel like it, but artists have the power now and it’s never going back,” said Pulijal. “Telling talent ‘go viral and then we’ll care’ is a race to the bottom. We combat that by building scale on the side of talent through a diverse network that offers thought partnership and collaboration. All artists are creators and Soft Shock is ready to provide them with the tools, resources, and creative freedom they need to build sustainable, multi-faceted careers.”

With Soft Shock, Jubelirer and Pulijal aim to create a top spot for talent seeking authentic collaboration, supported by HarbourView’s portfolio. HarbourView CEO Sherrese Clarke cited the founders’ “vision and conviction” as leaders. “I’ve watched Michelle fight for artists with the same courage she brings to every table we’ve shared, including our shared passion for the most vulnerable, and Arjun is equally relentless in reimagining what’s possible,” said Clarke. “At HarbourView, we look for partners who not only shift culture but expand it – with Soft Shock’s focus on artistry, equity, and impact in entertainment, they perfectly embody that.”