Soft Shock’s Michelle Jubelirer Talks ‘What the Industry Needs Next’: ‘More Compassion, More Focus on Talent’
The veteran industry executive sat down with MIDiA’s Tatiana Cirasano at the third annual Trapital Summit in L.A.
Michelle Jubelirer, founder of the Soft Shock management and media collective, shared her thoughts on what the industry needs next during the "What the Industry Needs Next" session at the Trapital Summit 2026 in Los Angeles. According to Jubelirer, the industry needs more compassion and a greater focus on talent, with less emphasis on ego.
Jubelirer's career trajectory, which includes being an artist lawyer, a label executive, and the first female CEO of Capitol Music Group, has been well-documented. She currently leads Soft Shock, backed by an investment from HarbourView Equity Partners. The collective works with a diverse range of artists, including comedians, culinary experts, and athletes.
Soft Shock also has a marketing arm and is in the process of launching a company with a renowned film and TV executive, which will be announced in the coming weeks. During the conversation, Jubelirer addressed the misunderstandings outsiders have about running a major label, emphasizing that while major labels can appear daunting, they are in fact composed of passionate individuals.
When questioned about the industry's appetite for risk, Jubelirer noted that major labels tend to be risk-averse, but there are still pockets of individuals within the industry who are willing to bet on talent and rely on their instincts rather than data. She also acknowledged the challenging landscape of artist development, which she believes requires a long-term brand-building process of at least five years.
Finally, Jubelirer reflected on her time at Capitol, observing the evolving expectations of running a major label as investor expectations shifted.
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