Ares Management has invested $50m in Propagate Content, marking a private equity push into the fast-growing creator economy segment of entertainment.

The Los Angeles-based platform, founded in 2015 by Ben Silverman and Howard T. Owens, has built a diversified production and talent representation business spanning traditional television, film, and digital creator management. The new capital positions Ares alongside earlier backers including A+E Networks and Raine Group.

The investment signals private equity’s continued interest in platforms operating at the intersection of legacy media and digital influence. Advertising dollars are increasingly shifting from traditional media into branded digital content, intensifying competition among talent agencies and management firms to build scale in creator representation.

“We are thrilled to partner with Ares. They bring us incredible financial acuity as well as access to growth capital that will fuel the continued expansion of our independent, next-generation studio,” said Silverman in a statement. “Every dollar will go directly into accelerating our organic growth, pursuing strategic opportunities, and evaluating larger-scale acquisitions.”

Propagate employs more than 225 staff and has expanded its creator footprint through acquisitions. In May, the company completed an eight-figure acquisition of Parker Management, focused on wellness creators. More recently, it acquired Estate Five Media to integrate into that platform.

From Ares’ perspective, the deal represents exposure to a content and representation model built for digital distribution and platform diversification.

“Propagate has established itself as a dynamic force in entertainment by building a leading digitally diversified talent representation business while consistently delivering premium content across multiple platforms,” said Ares executive Jim Miller. “We’re excited to support their ambitious growth plans and help them capitalize on the significant opportunities ahead.”

For Ares, the $50m investment underscores private equity’s widening lens beyond traditional studio assets toward scalable, digitally diversified talent platforms positioned for structural advertising shifts.

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