Los Angeles-based indie studio and Lore producer Propagate Content has partnered with Grammy Award-winning country musician Zac Brown to launch a new production company, Southern Reel.
Under the deal, the Zac Brown Band frontman (pictured) and his production team at Southern Reel will work alongside Propagate to develop southern-influenced content for television, film and digital.
Anchoring the Southern Reel lineup will be an as-yet titled reality program focused on Borwn’s lifestyle brand headquarters, Southern Ground. The series will follow a collective of artists as they work together to create custom entertainment experiences that go beyond the craft, the food or the music.
A variety of other series are also currently in the early stages of development.
“At Southern Ground we’ve built out the space and given the tools to these amazing people so there is no disconnect between imagination and reality,” said Brown, in a statement. “With this collective of artisans, what we dream up we can create, and then we figure out how it serves the company. I’m excited to bring Propagate into the fold to help us showcase the Southern Ground lifestyle to television audiences, and share with viewers our knack for music, food and American-made, custom designs.”
“With an emphasis on music, food and distinctive hand crafted products, the natural next step for Southern Ground is television,” added Propagate co-CEOs Ben Silverman and Howard T. Owens. “We look forward to working with Zac and his team to develop content ideas that will appeal to his global fan base.”
The agreement follows a wave of recent news from Propagate, who last month inked a global production and distribution partnership with Bruce Nash and his prodco Nash Entertainment; launched a production studio with Charles Wachter; penned a partnership deal with post-cable TV network Cheddar; and in March secured a first-look partnership with Colombian network Caracol Televisión in the U.S., weeks after launching its international distribution division.