Propagate Content is acquiring Lindsay Nead’s Parker Management in an eight-figure deal, adding the firm and its roster of more than 85 influencers to a representation group that already includes Artists First and Select Management, per The Hollywood Reporter.

The acquisition strengthens Propagate’s position in the digital content space as audience viewing habits continue to change. Parker Management, launched in 2017 with an initial focus on wellness, has since expanded into a full-service lifestyle representation company.

“There’s no question eyeballs are migrating at speed and growing in the social universe faster than they’re growing in the traditional universe. So, therefore, we want to be across both,” Ben Silverman, Propagate’s Chairman, told THR.

Howard T. Owens, Propagate co-CEO, added: “Through the acquisition, we’re accelerating our strategy to be at the forefront of the evolving creator economy.”

Parker Management Profile

Parker Management will maintain operational independence within the Propagate structure, a key factor in Nead’s decision to accept the company’s offer. The firm employs 23 staff members, many of whom work remotely from Portland.

Its client roster includes lifestyle influencers with large social media followings such as Alyssa Fluellen, Alia and Radwa Elkaffas (the “Food Dolls”), Angela Rose, and Kylie Katich. Recent signings include Madison Ruff May and Kayzie Weedman.

Parker’s influencers have secured partnerships with major brands including Disney, Amazon, Nike, and Walmart. According to the firm, approximately one in five of its creators earns over $1 million annually.

Propagate’s Growth Approach

Propagate has largely avoided the private equity consolidation trend in talent representation, with its last public outside investment coming from Raine Group in January 2018. The company has instead focused on strategic growth, building a portfolio that includes management firms Artists First and Authentic Talent & Literary Management, as well as production companies Electus and Notional.

Propagate recently increased its stake in Select Management, the creator-focused company run by Lisa Filipelli and Scott Fisher, and now fully owns the firm. This experience contributed to Propagate’s decision to expand in the digital space through the Parker acquisition.

The Los Angeles-based Propagate employs 225 people across its management and production brands.