EXCLUSIVE: Propagate Content, the independent studio founded by Ben Silverman and Howard T. Owens, has acquired Callen Hamilton Boyer’s creator-first agency Sway Social.
The acquisition of Sway Social, a company focused on helping digital talent transform content into measurable revenue, is intended to bolster Propagate’s position in the creator economy, expanding its ability to support talent across the full creator lifecycle and reinforcing its vision of being a one-stop shop for everything creators want.
Propagate’s Chairman and Co-CEO, Silverman, told us: “Digital creators have fundamentally transformed the media landscape and how audiences consume content. Callen and the Sway Social team have built a creator-first agency with a proven approach to affiliate strategy and brand partnership management that delivers real, measurable results. We’re thrilled to welcome them into Propagate’s growing list of creator and talent management firms.”
Sources said the deal for Sway Social came in at mid to high 7 figures. The company will maintain its brand and leadership structure going forward, with founder and CEO Boyer continuing to lead the agency as a division of Propagate Content.
“I started Sway to give creators the kind of strategic, proactive partnership that was missing in the market,” said Boyer. “From the beginning, our goal has been to redefine what’s possible in content creation and meaningfully impact the careers of the talent we serve. Partnering with Propagate gives us the opportunity to continue raising the standard for how creators build, scale, and monetize their platforms, and I couldn’t be more excited for what’s ahead.”
Sway Social helps creators build sustainable, performance-based income streams through the management of end-to-end affiliate and social commerce operations, from storefront strategy and commission negotiation to content production, analytics, and revenue optimization. Since its 2021 founding, the company has helped over 100 creators and brands grow their platforms, scale affiliate revenue, and establish themselves as leaders in the creator economy. They currently serve a roster of over 50 creators and brands, and work alongside more than eight influencer management companies. Clients include Nate Bargatze’s Nateland Entertainment, Witney Carson, Jackie Aina, Lauren Lane, Kathleen Ashmore, Ciara Miller, Katelyn Brown, and Delaney Childs.
The deal follows Propagate’s move to acquire digital talent management agency Estate 5, which we announced last month. The company’s portfolio also includes traditional and digital talent management firms including Artists First, Authentic Talent & Literary Management, Select Management Group, and Parker Talent Management.
Propgate’s credits include the Chopped franchise for the Food Network, FBC’s Best Medicine, the Emmy-winning documentary In Her Hands and Emmy-nominated sports docuseries Untold for Netflix, the Annie-nominated Lulu for Apple, and Nanette Burstein’s upcoming doc on FTX’s Sam Bankman-Fried. Currently, they’re in production on Season 2 of Stick for Apple TV.
Propagate’s President and COO, Drew Buckley, negotiated the deal for the company, alongside CFO Noah Nusinow, and Stubs, Alderton & Markiles. Boyer and Nixon Peabody LLP negotiated for Sway Social.
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