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Multi-platinum selling musician Zac Brown and his production company Southern Reel have signed a production partnership with Propagate Content, the companies announced Wednesday.

Brown and Southern Reel already have a variety of programs in the early stages of development, the first up being a reality show focused on Zac’s lifestyle brand headquarters. The show will follow the team at Southern Ground as they take on some of the wildest challenges in custom entertainment.

“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 Ben Silverman and Howard T. Owens. “With an emphasis on music, food and distinctive hand crafted 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.”

Utilizing the knowledge garnered from years of producing Zac Brown Band content, the team at Southern Reel will work alongside Propagate to produce projects for television, film and digital. Working together, the partnership will develop content that speaks to Zac’s own vision of the southern lifestyle.

“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,” Brown said. “We are excited to partner with such talented people as Ben Silverman, Howard Owens and their amazing production company Propagate to make amazing things together.”

Brown is the frontman of the multi-platinum, three-time Grammy Award winning group Zac Brown Band. Since 2009, the band has sold over eight million records and over 25 million singles. To date, they have achieved 15 number one radio singles, and are the second act to top both the country and active rock formats.