Ex-Capitol Music Chiefs Michelle Jubelirer and Arjun Pulijal Launch New Company: Soft Shock, Backed by HarbourView

Former Capitol Music Group Chair-CEO Michelle Jubelirer and president Arjun Pulijal have officially introduced Soft Shock, a new management and media collective designed to transform how creative talent is nurtured and supported across the entertainment industry. The venture has secured strategic backing from HarbourView Equity Partners, signaling strong investor confidence in its innovative approach.

Soft Shock aims to function as a boutique-style firm offering a full spectrum of services, including talent management, creative marketing, brand development, and multi-platform production and distribution. Its mission is to extend the core values of the music world—authentic expression, direct audience engagement, and nimble market response—to all corners of media and entertainment. The company plans to represent a diverse roster spanning comedians, filmmakers, chefs, visual artists, athletes, and digital creators.

Jubelirer, who before leading Capitol Music Group worked as an M&A attorney at Simpson Thacher & Bartlett and later as a partner at King, Holmes, Paterno & Berliner—where she represented major artists like Pharrell Williams, Frank Ocean, and Tyler, the Creator—explained the thinking behind the company’s name: “Soft Shock reflects our dual approach: empathetic and human-centered, yet fiercely protective of artists. In a volatile creative climate, we believe personal fulfillment and commercial success aren’t mutually exclusive—it takes curation, bravery, and what we call ‘a soft touch with the courage to shock.’”

Co-founder Arjun Pulijal emphasized that artists now hold more power than ever and deserve support that doesn’t depend on going viral. “Telling talent to ‘get big first’ is a flawed model,” he stated. “We’re building scale from the artist’s side through collaboration and a diverse network. All artists are creators, and we’re here to provide the tools and freedom needed for lasting, multidimensional careers.”

Sherrese Clarke, CEO of HarbourView Equity Partners—an investment firm known for its focus on content and intellectual property across music, film, and media—praised the duo’s vision: “Michelle and Arjun lead with conviction. I’ve seen Michelle advocate tirelessly for artists, and Arjun shares that relentless drive to redefine possibilities. At HarbourView, we seek partners who expand culture—Soft Shock’s commitment to artistry, equity, and impact makes them a perfect fit.” Industry observers note that this model could signal a broader shift toward integrated, artist-first management in an era of fragmented media and creator-driven content.