Country Singer Zac Brown Inks Production Deal With Propagate Content

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The performer's relatively young Southern Reel shingle is an extension of a lifestyles brand.

Zac Brown is further expanding his interests outside of country music, announcing a new production deal Wednesday morning with Howard T. Owens' and Ben Silverman's Propagate Content.

“I created my own video production company Southern Reel to bring the true character of the South to life in film, TV and music videos," said Brown. "We are excited to partner with such talented people as Ben, Howard and their amazing production company Propagate to make amazing things together."

Brown, the lead of multiplatinum group The Zac Brown Band, previously launched Southern Ground — which had operated primarily in the worlds of music, lifestyles and philanthropy. Southern Reel is intended to extend that brand into television, film and digital.

"Zac Brown is not only one of the most successful country music artists performing today — he has built a thriving lifestyle brand in Southern Ground," said Propagate Co-CEOs Silverman and Owens. "With an emphasis on music, food and distinctive handcrafted products, the natural next step for Southern Ground is television. We look forward to working with Zac and his team to develop content ideas that will appeal to his global fan base."

Propagate, two years old and backed by A+E Networks, already has placed series with Apple, Amazon, History, FYI and National Geographic Wild.