Propagate and GRAMMY award-winning multi-platinum artist Zac Brown, of Zac Brown Band, announced a partnership between Propagate and Brown's own production company Southern Reel.

"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.  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," said Zac Brown.  

Utilizing the knowledge garnered from years of producing Zac Brown Band content, the talented 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.

"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."

With a wide variety of programs in the early stages of development, from the dark and gritty, to the wacky and wild, the first up will be a reality show focused on Zac's lifestyle brand headquarters. With a cast of dynamic characters, the show will follow the team at Southern Ground as they take on some of the wildest challenges in custom entertainment.

"I'm a people collector and 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. 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," said Zac Brown.