Former Capitol chief Jubelirer to expand Soft Shock into film and TV
Michelle Jubelirer, the former chief executive of Capitol Music Group, plans to launch a new film and television business within weeks.
She shared the timeline on 15 September at the third annual Trapital Summit 2026 in Los Angeles. She was speaking in the session titled “What the Industry Needs Next” Billboard.
The answer was brief. Jubelirer said her new venture, Soft Shock, is starting the company with a film and TV executive. The name will be made public in a few weeks.
The session was a conversation, not a speech. The interviewer was Tatiana Cirisano, vice president of music strategy for MIDiA Research, a firm that studies the music and media business. The summit itself was founded by Dan Runcie.
This year’s gathering was listed for 9:00 AM on Tuesday, 15 September in Los Angeles. The venue was given as 1439 N Ivar Ave, Los Angeles, California 90028 Trapital.
Jubelirer was the first woman to serve as chief executive of Capitol Music Group. She now heads Soft Shock, which she founded as a management and media collective, a company that guides careers and develops media projects.
She runs it with Arjun Pulijal, a former Capitol Music Group executive. The business has financial backing in the form of a strategic investment, meaning funding plus business support, from HarbourView Equity Partners led by Sherrese Clarke.
Soft Shock also has a marketing arm, the team that handles promotion and finding an audience. Its current work stretches beyond records. Clients include comedian Vidura Bandara Rajapaksa, two people working in food and athletes.
What makes this stand out for a general reader is the shape of the roster. A former major-label chief is building a client list that includes comedy, food and sport alongside music, with screen projects next in line.
