How to Make Money With Content: An Explainer With Ben Silverman

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There’s nobody better to talk showbiz shop with than Ben Silverman.

The head honcho and joint CEO of Propagate Content recently had a chat on the “Strictly Business” podcast by EbMaster, as Propagate celebrates its 10th anniversary. While it’s true that the TV and movie production industry is currently experiencing a downturn, and it’s undeniably more challenging to rake in big bucks from television compared to the past, there’s no trace of melancholy in Silverman’s tone.

He often remarks that luck seems to bring wealth and success opens up possibilities,” he notes, delving into the suitable business strategies for Propagate and the resources (or lack thereof) for creators to generate income. Silverman references several instances using two forthcoming Propagate productions – Owen Wilson’s comedy “Stick” and the animated kids show “Lulu Is a Rhinoceros,” both destined for Apple TV+ – as illustrations of diverse routes to monetization for various genres of programming.

Listen to the full podcast:

https://omny.fm/shows/strictly-business/how-to-make-money-with-content-a-ben-silverman-explainer/embed

In the realm of golf, the story ‘Stick’ is situated. There’s an enormous interest in golf and connecting with golf enthusiasts, and there are numerous opportunities for merchandising related to golf, Silverman explains. He poses a question: Can we capitalize on ‘Lulu Is a Rhinoceros’, a book turned animated show, and the profits it could generate? Or consider the music soundtrack within that show. Can we monetize these elements to create various streams of income? he continues. “Right now, none of them have the enormous potential for growth that we saw in making TV shows during the ’90s and 2000s,” he adds. To achieve the necessary scale, you need a large quantity of content and risk-taking, Silverman suggests. You need to carefully strategize each deal to identify where the potential gains lie.

Silverman has been a pioneer in groundbreaking business transactions, serving as an astute and enterprising agent at the William Morris Agency. He played a significant role in igniting the surge of reality TV during the early 2000s by bringing back financial backing from brands into production and seeking lucrative remake and co-production opportunities internationally, along with identifying promising talent. From 2007 to 2009, he held the position of head of programming at NBC.

Currently, Propagate is immersed in the world of television and cinema. Beyond that, it’s involved in artist management through entities like Artists First, Select, and Authentic. Furthermore, it’s becoming more active in facilitating and establishing brand partnerships for influencers on social media platforms.

He articulates a comprehensive perspective on our business, which has been consistent since its inception: Content shapes culture, leads to commerce. Essentially, if our content is the influencer or even the TV show that’s shaping culture, then commerce follows. This presents a remarkable opportunity, one that has been made accessible through the digital transformation of the internet, enabling us to communicate directly with both individuals and large audiences.

As a movie enthusiast, I often find myself reminiscing about my tenure at NBCUniversal. It was like a rollercoaster ride that left me with an uneasy feeling in my stomach. And let me tell you, the hurried sale process for my first production banner, Reveille, in 2007 when I joined NBC is something I deeply regret.

“My children don’t even realize how much I regret selling it,” Silverman says.

Every week, I tune into “Strictly Business,” a podcast by EbMaster, where he chats with industry titans about the business side of media and entertainment. If you’d like to stay updated on the latest episodes, don’t forget to sign up for our free newsletter. Each new installment drops every Wednesday, and you can grab them from platforms like Apple Podcasts, Amazon Music, Spotify, Google Play, SoundCloud, and many more.

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2025-05-01 17:17