Talent Collectives

Propagate Content Acquires Creator-First Affiliate Agency Sway Social

Published on March 13, 2026

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

Founded in 2021, Sway Social manages end-to-end affiliate and social commerce operations for creators and brands, spanning storefront strategy, commission negotiation, content production, analytics, and revenue optimization. The company has worked with over 100 creators and brands since its founding and currently serves a roster of more than 50 clients, as well as more than eight influencer management companies. Clients include Nate Bargatze’s Nateland Entertainment, Witney Carson, Jackie Aina, Lauren Lane, and Kathleen Ashmore, among others.

Boyer will continue to lead Sway Social as a division of Propagate Content, and the company will maintain its brand and existing leadership structure.

“I started Sway to give creators the kind of strategic, proactive partnership that was missing in the market,” Boyer said in a statement. “Partnering with Propagate gives us the opportunity to continue raising the standard for how creators build, scale, and monetize their platforms.”

Propagate’s Creator Economy Expansion

The Sway Social acquisition 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 includes Artists First, Authentic Talent & Literary Management, Select Management Group, and Parker Talent Management.

In February 2026, Propagate secured a $50 million investment from Ares Management to fund expansion across its digital, studio, and creator representation businesses. Silverman said at the time that capital would go toward “accelerating organic growth, pursuing strategic opportunities, and evaluating larger-scale acquisitions.”

Silverman described Sway Social’s core offering as “a proven approach to affiliate strategy and brand partnership management that delivers real, measurable results.”

Propagate’s President and COO, Drew Buckley, negotiated the acquisition alongside CFO Noah Nusinow and Stubbs Alderton & Markiles. Boyer was represented by Nixon Peabody LLP.