Propagate Content Acquires Sway Social in Seven-Figure Creator Commerce Deal

Propagate Content, the independent studio co-founded by Ben Silverman and Howard T. Owens, has acquired Sway Social, the creator-first affiliate and social commerce agency founded by Callen Hamilton Boyer, in a deal sources put at mid-to-high seven figures.

Sway Social will continue operating as a branded division of Propagate, with Boyer remaining as CEO. Propagate's President and COO Drew Buckley led negotiations alongside CFO Noah Nusinow, with law firm Stubbs Alderton & Markiles advising Propagate on the transaction. Nixon Peabody LLP represented Boyer.

Founded in 2021, Sway Social built its business around helping creators generate performance-based revenue through end-to-end affiliate and social commerce management, covering storefront strategy, commission negotiation, content production, analytics, and revenue optimization. The agency has worked with more than 100 creators and brands since its founding, currently maintains a roster of over 50, and works alongside more than eight influencer management companies. Named clients include Nate Bargatze's Nateland Entertainment, Witney Carson, Jackie Aina, Lauren Lane, Kathleen Ashmore, Ciara Miller, Katelyn Brown, and Delaney Childs.

Silverman framed the acquisition as a natural extension of Propagate's creator economy ambitions. "Digital creators have fundamentally transformed the media landscape and how audiences consume content," he said. "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."

Boyer described the deal as an opportunity to expand what Sway had built independently. "I started Sway to give creators the kind of strategic, proactive partnership that was missing in the market," Boyer said. "Partnering with Propagate gives us the opportunity to continue raising the standard for how creators build, scale, and monetize their platforms."

The Sway acquisition is the latest move in a rapid build-out Propagate has been executing since closing a $50 million investment from Ares Management in February 2026, capital Silverman said at the time would go toward "accelerating organic growth, pursuing strategic opportunities, and evaluating larger-scale acquisitions." The Sway deal follows Propagate's purchase of digital talent management agency Estate 5, announced last month, and its eight-figure acquisition of Parker Management in May 2025. Propagate's representation portfolio now spans Artists First, Authentic Talent & Literary Management, Select Management Group, and Parker Talent Management.

The pace of dealmaking signals that Propagate is using its Ares capital to stake out territory across the full creator value chain, from traditional talent management into the affiliate and commerce infrastructure that increasingly drives creator revenue.