Digital creators have fundamentally transformed the media landscape and how audiences consume content. 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.
The rise of TikTok and YouTube has dramatically changed the lives of content creators by turning social media into a legitimate career path rather than just a hobby. These platforms allow ordinary people to build massive audiences without traditional media connections, often through algorithm-driven exposure.
There are so many incredible ideas out there that are some of our personal favorite stuff, but it's stuff that hasn't necessarily been supported. We are so surprised by the real opportunity to invest in spaces like this.
Texas-based Dude Perfect, founded in 2009 by five college roommates, initially rose to prominence with sports stunt videos. It is one of the few creator-led companies to receive significant outside funding, raising $100 million in early 2024 from Highmount Capital.
Last week Kalshi grabbed headlines when it announced via a blog post from head of enforcement Bobby DeNault that it had investigated and resolved two recent incidents of insider trading, including one tied to an individual (someone working as an editor for Beast Industries) who traded around $4,000 on MrBeast YouTube videos. Kalshi suspended this person, identified as Artem Kaptur, for two years, fined him around $20,000 and reported him to the Commodity Futures Trading Commission.
Maral is a best-in-class strategic leader with a deep understanding of how brands authentically integrate into culture and premium storytelling. As the market for entertainment-driven partnerships continues to expand across platforms, her expertise and relationships position us to deliver even greater value to our clients and brand partners.
GameSquare, TubeBuddy's sellers and related entities signed an asset purchase agreement effective Feb. 20, 2026, and the company issued the 5,000,000 Series A-2 Convertible Preferred shares as consideration. The filing states that GameSquare must file a preliminary proxy by April 30 and hold a shareholder meeting within 120 days to authorize enough common stock to allow conversion.
Creators truly are creatives, but they're also entrepreneurs. They're also technology-savvy and they understand audiences. And I don't think there's ever been a generation of creatives who've been able to do all four of those things. The Lighthouse CEO Jon Goss highlights the unique skill set of modern creators who must balance artistic vision with business acumen, technical proficiency, and audience engagement.
Observer's inaugural New Media Power List recognizes the individuals who are defining how information, influence and capital move in the digital age. This is not a list about celebrity or follower counts alone, but a rigorous assessment of who holds real power in the new media ecosystem: the creators building loyal audiences outside traditional structures, the builders designing the infrastructure everyone else depends on, and the intelligence leaders whose tools determine where billions of advertising and PR dollars flow.
As an Asian-American kid growing up to an immigrant mom in North Carolina, I was taught to follow the rules (no exceptions). I was a Boy Scout, graduated top of my class and was hired by Goldman Sachs immediately after graduating undergrad. I had followed what I thought was the "right" path. I was living in the greatest city in the world (New York City, of course) and working at one of the best companies in the world ... but none of it felt right.
As the media landscape evolves, content creators are increasingly prioritizing audience ownership over algorithmic reach. Platforms driven by engagement algorithms - automated systems that determine what content users see based on factors such as past behavior, interests, interactions, and overall engagement - often dictate who actually receives a creator's posts. Since these algorithms constantly change and favor content that drives clicks, likes, and shares, it can be difficult for creators to maintain consistent, reliable relationships with their followers. This has fueled demand for tools that allow creators to communicate directly with fans and monetize engagement on their own terms.
AI has quietly unlocked some of the biggest opportunities I've seen in content and marketing. Inside enterprise, the shift is already happening. Massive budgets are moving into AI-driven writing, editing, and distribution - because results are measurable and speed matters more.
How it works: After years of building fan communities for major entertainment clients, TopFan is now offering creators a place to publish content, sell merch, livestream and own their audience data on one platform. Creators can launch custom-branded websites and mobile apps under their own URL and name. Artists can upload songs and albums for fans to purchase. TopFan can also host podcasts and provides video direct sales and distribution tech.
Naru Force will focus on developing "social-first formats, owned platforms, and AI-assisted content ecosystems," and create unscripted formats and IP for emerging streaming apps, creator platforms and social media distribution. AI tools will be integrated "to optimise workflows across the development, production, and brand-matching processes." The first format from the company will be K-pop-themed, and launch across social channels before an in-app debut follows.
Beauty and fashion influencer Eni Popoola first learned she'd been deepfaked the way many creators do: from her audience. A YouTube ad sent by a follower featured her face and her voice, promoting an online course she had never heard of. "People were sending screenshots saying, 'Hey, there's this video of you, and we obviously know it's not you, because this is not something that you would talk about,'" Popoola said. She's far from alone, as the experience of finding one's AI doppelganger - promoting unknown supplements, self-help content or beauty products - is becoming increasingly commonplace in the creator economy.
Inspired by '70s assembly lines and workshops, the duo-floor space offers personalized service to the brand's range of smartphones and audio products, and comes with studio space for social media content creators. It also features a community hangout zone with vending machines, claw games and conveyor belt displays, and a coffee shop in collaboration with Practically SoBar. The brand said the store will also host meetups and collaborations with local creators in the future, and offer Nothing brand merch.
The job reductions, which hit a variety of roles including software engineers and staffers who worked with creators, affected a low single-digit percentage of LTK's overall head count, which numbers over 550 employees, they said. "LTK recently completed a targeted organizational restructure to ensure we are aligned around the skills and priorities required for our next phase of growth," the spokesperson said. "This was not a broad-based layoff, but a strategic realignment focused on strengthening performance and positioning the business for long-term success."
For Zeddy Will, a creator who started posting during the pandemic, TikTok was less strategy and more survival. "So it started when I was a senior in high school in 2021, right in the middle of covid," he told me. "I was bored and started making dancing TikToks, like the rest of the world." Within a year, his videos began gaining serious traction.
Step, which raised half a billion in funding and has grown to over 7 million users, offers financial services geared toward Gen Z to help them build credit, save money, and invest. The company has attracted celebrity investors like Charli D'Amelio, Will Smith, The Chainsmokers, and Stephen Curry, in addition to venture firms like General Catalyst, Coatue, and the payments company Stripe.
A digital product is any non-physical item sold online and delivered electronically. This category encompasses a wide range of offerings: ebooks that teach specific skills, online courses that provide comprehensive training, design templates that save creators hours of work, stock media libraries offering photography and video, printables like planners and checklists, software tools that automate tasks, and audio files ranging from music to guided meditations.
