Zach Welles is an entrepreneur who founded an online app called Boogaroo and has a business based in Silicon Valley, California. He is also a Rayna Jaymes superfan.
He meets Rayna when she agrees to play a private charity event but she finds that the crowd is not so enthusiastic about country music.
He tells her that he spent his youth caring for his disabled mother and grew up listening to her records, going as far as to ask why she is not making more music. She tells him that she feels that she has nothing to say but he does not believe that.
After she returns to Nashville, he phones her to say that he's thinking of flying there to discuss working with her further. When he arrives, he meets Rayna and Deacon at the Bluebird where The Exes perform. Afterwards, he offers Rayna the chance to work together and she agrees to go into business with him after he discusses his plans for Highway 65. He also introduces her to his friend, video director Damien George who wants to direct the new video by The Exes.
He accompanies Rayna to The Exes' video shoot and when Rayna notices that Scarlett does not appear entirely happy she expresses her worries to Zach who tells her to trust Damien's vision. He also meets Will at the shoot and gives him his phone number so they can talk about his career. When they meet again backstage at Luke Wheeler's concert, he reveals that Luke is selling his label to Rayna and offers him the chance to sign with her.
After Rayna dies in a car crash, he gives Deacon a copy of a video that he had a cameraman film of Deacon and Rayna recording their concept album together and later demands the master tapes of the unfinished album. Rayna and Deacon's friends rally together to finish the album.
He is currently in a relationship with Will Lexington. He later tells Deacon that he wants Bucky gone from the label and also suggests releasing Maddie's debut single as a digital download at midnight.