Singer-songwriter-actor Tim McGraw is expanding his business ventures with a new entertainment, media and marketing company called Down Home. The Nashville-based firm is a collaborative effort between McGraw, his management company EM.Co and social content studio Shareability.

EM.Co’s Brian Kaplan, also a co-founder of Down Home, will serve as chief strategy officer, while Shareability founder and Down Home co-founder Tim Staples will serve as CEO. The venture is aimed at connecting McGraw’s country music audience with Hollywood and brands by producing film, TV and digital media “that focuses on relatable stories that capture the essence and spirit of everyday Americans,” according to a press release.

Down Home has secured a private investment deal with Nashville-based TriScore Entertainment and The Laurel Group, a boutique merchant bank that continues to advise the company.

At launch, Down Home has an investment and first-look deal in place with Skydance Media. Under the agreement, Skydance will develop film and television projects with Down Home, in addition to channeling IP and other material to the company. Down Home currently has two scripted series in development with Skydance, with plans for additional features and animation. Skydance founder/CEO David Ellison will serve on the Down Home board.

Down Home additionally plans to establish a social content studio to nurture Nashville’s emerging talent, fostering connections across music, sports, entertainment and brands.

“Country music has always been about storytelling,” McGraw said in a statement. “Our stories are honest vignettes of life and family and community. I think there’s a longing for that. For me, that’s Down Home. That’s how I grew up, those are the stories I like to tell, and that’s what I want our company to be about.”

Ellison added, “Tim McGraw is an outstanding artist and entertainer. He is truly gifted at telling stories across mediums that deeply connect with the audience and has built an unmatched community of fans around the world. We are thrilled to partner with him, Tim Staples, Brian Kaplan, and everyone at Down Home as they have created a dedicated infrastructure to tell stories across film, TV, and music, to fulfill a massive demand for authentic, inspiring stories.”

“From 1883 to Friday Night Lights, or songs like ‘Humble and Kind’, Tim McGraw knows how to connect with this audience in a way that can be really powerful for both Hollywood and brands,” said Staples.

“We’re thrilled to be a part of the next chapter in Nashville’s evolution in empowering artists and visionaries to create a new hub for storytelling that combines talent, passion, and innovation,” Kaplan added.

McGraw was represented in the transaction by EM.Co’s Scott Siman and Kelly Clague. He continues his long-time affiliation with CAA.