Nashville · Music · Technology · AI

Twenty years in the music industry.

I'm Zack Massey. I came up through radio, I make campaigns and tour films with artists, and I build software for the small problems people in music have learned to work around. I write down what I notice along the way.

14 yrs at iHeartRadio
Creative Director for Luke Combs since 2020
2025 CMA Touring Award nominee
Founder of Black Label Creative

Read what I'm writing See what I'm building Talk through a problem

$ whoami
zack massey · creative director · founder
$ cat experience.txt
14 yrs iHeartRadio · programming, content, digital
2020– Creative Director, Luke Combs
2020– founder, Black Label Creative
2025 CMA Touring Award nominee
$ ls ~/building
sorvo/  the-liner-lab/  black-label/
$ status --consulting
● open · taking new clients

Two ways to work with me

In the music business? See my companies Black Label Creative, Sorvo and The Liner Lab®. /music Have a problem to talk through? Work with me directly Owners in any industry, independent artists, managers and labels. The first call is free and takes 20 minutes. /work

Latest posts

@zackmassey on instagram

reel · Nov 4, 2026 The AI fight that hit hardest on election night was a town vote about one building, not a bill in Congress.

reel · Nov 4, 2026 Google's education chief Chris Phillips says Search and AI are "deeply integrated", so schools now get…

reel · Nov 4, 2026 Every upgrade skipped the fee, every voucher came from nothing, and the payback order is $602,886.

reel · Nov 3, 2026 No claim form, no photos of the rain, no adjuster. The weather data alone decides if you get paid.

Writing

Building

What I'm building

sorvo/ music intelligence invite-only beta · patent pending
the-liner-lab/ artist audio delivery patent pending
black-label/ creative studio, since 2020 running

Every so often, I write

Music, tech, AI, and what I learned building it.

No schedule, no spam. When something's worth saying.

Have a project instead? Work with me