Life ain’t ever been easy for Zey Da CEO—but easy was never the goal. Born in Grand Rapids, raised between Benton Harbor and L.A., he’s lived through it all—the streets, prison, pain, and loss. But through it all, one thing stayed solid: his love for music.
Now, with his latest single “Go Up,” he’s telling his story the only way he knows how—raw, unfiltered, and straight from the soul.
Turning Pain Into Purpose
Zey’s journey could’ve gone a different way. Football had scouts looking at him. The streets had other plans.Robberies, assault charges, 11 years locked up. But even behind bars, he was writing—turning his experiences into lyrics, his struggles into stories. By the time he came home in 2014, he was ready. No more distractions. No more wasted time. Just music and family.
He built his own label, Most Valuable Artist Entertainment, stayed independent, and kept grinding. 96,000 organic views on his track with his bro Slogan Boo. Deals with Starz Music Group and Virgin Music Group. Performing alongside Peezy, Dej Loaf, and his cousin El-Jay. Zey didn’t just make it out—he made it count.
The Meaning Behind Go Up
“Go Up” ain’t just a track—it’s his life.
He’s been shot at while taking his son to a birthday party. Survived car crashes. Wakes up in pain every day from injuries that weren’t even his fault. And still, he’s pushing forward, because stopping ain’t an option.
This song is for the ones who’ve been through it. The ones who know what it means to lose and get back up anyway. The ones who refuse to let their past define them.
“When taking your life back, anything is possible. No matter the adversity—Go Up.”
The Next Chapter
Zey’s got big dreams, but they ain’t just dreams—they’re plans. He’s building a legacy, not just for himself but for his family, his team, and everyone who’s ever felt like the odds were stacked against them.
The music, the acting, the business—it’s all happening. And if his story proves anything, it’s that no matter where you start, you can always GO UP.
Stream “Go Up” now:
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No excuses. No shortcuts. Just grind. #GoUp