Bauer Media Group would be the best media institution to distribute the media product Soul. Bauer Media Group publishes two popular music magazines in the UK, Q and Kerrang!, that Soul has been inspired by. Additionally, as an R&B music magazine, Soul should appeal to audiences both in the UK and other countries, and Bauer Media Group operates in 16 countries worldwide, giving Soul the broadest international reach. While IPC Media and EMAP International Limited were also discussed, Bauer Media Group was determined to be the most suitable partner given Soul's music genre focus and goals for international distribution.