When Carrie Underwood posted a cryptic photo of a film studio and a caption that read “A new chapter begins…”, fans assumed a music video was coming. Instead, it was the opening line to one of the boldest reinventions in modern entertainment.

In a press release that dropped early Tuesday morning, Carrie announced she’s inked a multi-year, multi-platform deal with HorizonWorks Media, a new female-led studio focused on documentary storytelling, cross-genre performance art, and global cultural projects. The twist? Carrie isn’t just starring — she’s co-founding.

“This isn’t about leaving music behind,” she said in a video statement. “It’s about taking my voice beyond the stage.”

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What’s in the Deal?

According to insiders, the deal includes:

• A docuseries called “Roots & Redemption”, where Carrie explores her Oklahoma heritage and visits communities across rural America that shaped her soul and sound.

• A live performance special in partnership with The Met, blending classical orchestration with country gospel.

• Executive producer credit on “Women Who Roar”, a project spotlighting female trailblazers in entertainment, politics, and activism.

• An exclusive music distribution partnership with Aria Audio, a new label promoting independent, artist-owned music rights.

But the most radical part? Carrie’s launching a mentorship program — a sort of “creative incubator” — aimed at finding and funding young female artists from small-town backgrounds, mirroring her own rise from Checotah, Oklahoma.

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Why This Matters

This isn’t just Carrie Underwood trying something new. This is Carrie reshaping what it means to be an artist in 2025.

At a time when major artists are locked in fights over streaming royalties, tour pressure, and creative limitations, Underwood’s approach is quietly revolutionary. She’s not chasing radio hits — she’s building infrastructure.

“She’s taking the Taylor Swift business brain and blending it with Oprah’s cultural power,” says industry analyst Jessi Rothman. “Carrie is saying: ‘I don’t want more fame — I want more purpose.’”

The move also signals a generational shift in country music, long dominated by traditional formats and male executives. By owning her content, platform, and message, Carrie is showing other artists a way out of the system — or at least, how to bend it to fit their vision.

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The Backstory

According to those close to her team, this move has been in the works for over a year.

Behind the scenes, Carrie had grown weary of the industry treadmill — the cycle of album-tour-promo-repeat. After nearly two decades at the top, she wanted space to tell stories that didn’t fit neatly into three-minute singles.

During the pandemic, she began quietly producing short-form documentaries about women in rural healthcare, one of which — “The Caregivers” — won praise at independent film festivals. That experience reportedly lit the fire.

“She found her new voice behind the camera,” said a friend. “And once she tasted creative freedom, there was no turning back.”

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Reactions from the Industry

Within hours of the announcement, reaction poured in from fans, artists, and fellow powerhouses.

Dolly Parton tweeted:

“So proud of you, Carrie. Keep breaking the mold — that’s how we make space for more women to shine.”

Kacey Musgraves wrote on Instagram:

“Love to see a queen stepping into her full power. Can’t wait to watch.”

But not everyone is cheering. Critics on social media raised questions about whether this is just another celebrity “vanity project” or if Underwood’s pivot will dilute her musical output.

Carrie, however, seems unfazed. “My music will always be with me,” she said in her video. “But I’ve got more to say than a chorus can hold.”

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Looking Ahead

The first episodes of Roots & Redemption are expected to stream this fall, with a teaser trailer dropping in July. Carrie will continue to perform selectively but has made clear that her focus is now “on lasting impact, not just loud applause.”

When asked during a Q&A what success looks like to her now, she paused, smiled, and said:

“If a little girl in a small town watches one of our films and thinks, ‘That could be me someday’ — that’s my Grammy.”