Propagate Content, the production & talent studio founded by Ben Silverman and Howard T. Owens, has acquired Parker Management, a leading digital talent agency founded by Lindsay Nead (pictured). According to those involved, the deal “cements Propagate’s position as the largest digital talent management company in the industry by expanding its roster of digital creators and strengthening its influencer marketing capabilities”.
The acquisition adds Parker Management’s roster of 85+ diverse social media creators to Propagate’s extensive talent portfolio, which already includes representation firms Artists First, Authentic Talent & Literary Management, and Select Management Group.
The new partners said that the merger “marks a significant and strategic bet on the future of media, and a major shift in how talent is being represented, monetised, and integrated into the broader entertainment and media landscape. Together, Propagate Content and Parker Management represent a new kind of full-spectrum talent powerhouse—spanning Hollywood, literacy, publishing, and the social platforms like TikTok, Instagram, YouTube, Substack, LTK, and more where culture is made.”
Silverman, widely acknowledged as a pioneer of the TV format business, said: “Digital creators have fundamentally transformed the media landscape and how audiences consume content. By bringing Parker Management into the Propagate family, we’re doubling down on our commitment to representing the most influential voices across all platforms. Lindsay and her team have built an exceptional agency with a track record of authentic storytelling and brand partnership success.”
Founded in 2017, Parker Management has fostered collaborations between influencers and major brands, including Disney, Amazon, Hyundai, Nordstrom, Nike, Target, Walmart, Jack Daniels, Ford, and The Home Depot. Under the new deal, it will utilise Propagate’s resources and expertise to propel its creators’ businesses.
“After a long process of exploring some potential partnerships with some of the biggest players in our industry, it became abundantly clear that Propagate best matched our desire to fill a large gap in our industry. We share the same desire to not only be the best, most powerful place for digital talent representation and endeavours, but we both understand that the formula to make a big impact in this industry is being the best to work with and offering exceptional experiences to talent and brands.” said Nead.
“Lindsay has pioneered a talent-first approach that aligns perfectly with our vision at Propagate,” added Owens. “Parker Management’s expertise in influencer marketing and brand partnerships complements our existing talent representation services and creates exciting new opportunities for collaboration. Through the acquisition, we’re accelerating our strategy to be at the forefront of the evolving creator economy.”
Propagate Content is behind shows such as the Chopped franchise for the Food Network, In Her Hands and Untold for Netflix and Lulu Is a Rhinoceros for Apple+. Following the completion of the deal, Parker Management will continue to operate under its existing brand as a division of Propagate Content.
