Craig Conover spent part of his Los Angeles trip looking like a man trying to keep several careers in motion at once. In a series of Instagram photos and videos posted April 5, the Southern Charm cast member showed off an original screenplay he was reading on the airplane, snapped shots of ads around Los Angeles and documented time at several production studios.
The post also included a smiling photo at Craig's, the restaurant that shares his name, and a caption that read, “Head down, dreams loading.” Madison LeCroy responded with a simple “Proud of you,” a small but public nod that fit the tone of a week in which Conover was already leaning hard into his next chapter.
That next chapter is no longer just talk. Conover recently confirmed that he has signed with Innovative Artists Entertainment, while also building Plaid Horse Productions, his own TV company focused on unscripted series, competition shows and social experiments. In December, he told GQ he loved the production side of the business and wanted more stories to be told after 12 years, a reference that now lands differently as he adds representation and a production banner to a reality-TV career that has already lasted long enough to become its own brand.
The Los Angeles stop came after another very different April moment, when Conover posted a video of himself playing catch with his dad after heading home to Delaware for Easter weekend. He captioned that post “Back to the beginning,” and also shared photos from time with family on Instagram Story, including a shot of merch from By the Way making the trip north with him and a note that it had “made it to 302.”
That arc matters because it shows where Conover’s attention is split right now. He is still part of Southern Charm Season 11, which is streaming on Peacock, he is still running Sewing Down South, and he is still appearing in the orbit of By the Way, the restaurant and bar he co-owns with Austen Kroll. He is also not practicing law despite passing the bar exam, which leaves his media work and his business ventures to do the defining.
The tension is that Conover keeps talking about story, while his public posts show the machinery behind it. The screenplay on the plane, the studio visits, the agency deal and the production company all point in the same direction: he is trying to move from appearing in other people’s shows to helping make them. For a cast member whose name is already tied to one franchise, the answer to where this is going is becoming clearer in the posts themselves. Craig Conover is building a life in television that goes well beyond being on camera.
