For labels · artists · managers · radio · venues

Built for the music business, by someone in it.

Twenty years inside the music industry taught me where the work gets stuck. Now I'm building tools that help shape artists' careers, alongside the creative studio I've run since 2020.

Zack Massey, green-toned portrait
zack massey · nashville, tn

Where I've been

14 yrs
iHeartRadio · programming, content, audience, digital
Since 2020
Creative Director, Luke Combs
2025
CMA Touring Award nominee · Tour Videographer/Photographer of the Yearsource: cmaworld.com

~/building

Three companies, one person behind them.

Sorvo

Invite-only beta

Music intelligence. Sorvo brings the information surrounding an artist's career into focus, helping artists and teams make better decisions.

for: artists · managers · labels · radio · agents

Diagram: six data sources feed into Sorvo, which turns them into one evolving view of an artist's career and the questions to ask next.
ARTIST INTELLIGENCE MAPSOURCES 06
  • 01Data source
  • 02Data source
  • 03Data source
  • 04Data source
  • 05Data source
  • 06Data source

One continuously evolving view of an artist's career.

QUESTIONS TO ASK THIS WEEK

  • AMusicWhat should the next single be?
  • BTouringWhere are we underplaying demand?
  • CPartnersAre our partners delivering?

DATA CONTEXT UNDERSTANDING DECISION

The Liner Lab

Artist audio delivery

I built The Liner Lab to get artist audio to the people who need it, without the usual back-and-forth.

for: labels · managers · radio · syndicators · DSPs

Diagram: an artist's audio file goes into The Liner Lab, which delivers it as one link to radio, DSPs, syndicators, managers and labels.

HOW IT WORKS

the_story_behind_the_song.wavartist audio + liner notes
The Liner Labone link
  • radio
  • DSPs
  • syndicators
  • managers + labels

Black Label Creative

Since 2020 · booking projects

Creative direction, photography, film, campaigns, album and tour work for artists, labels and brands.

longest-running client: Luke Combs

Behind the scenes of a Black Label music video shoot on Lower Broadway, Nashville
PHOTO · FILM · CAMPAIGNS · TOURS

Not sure which?

Why I'm building these

I keep coming back to small problems, because their cost gets bigger every time somebody works around them.

After twenty years in music, I've noticed the biggest headaches aren't always the big ones. They're the little things everybody has learned to work around. An artist recording gets buried in an email chain. Somebody spends another afternoon reconciling reports. A question that should have a straightforward answer requires calls to five people. None of these seems enormous on its own. Add them up over a year, and they cost real time.

That's why I build software. I like finding the overlooked parts of a job, especially the ones nobody's bothered to make easier. One fix might save ten minutes. That doesn't sound like much until it happens every day for years. I can build and test ideas now that used to need a full development team. Not every idea will work, and I'm okay with that. The ones that do add up.

Tell me you're interested.

Pick what you're curious about and tell me a little about you. It takes a minute.

  • 01Sorvo is invite-only, so this puts you on the list for an invite.
  • 02I read every one. If you tell me what you're working on, that's what gets a reply.
  • 03You'll only hear from me about what you picked.
01What are you interested in?

Pick one or more.

02About you
03What are you working on? optional

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