Heather Vassar, VP for EMPIRE, has more than a decade of experience in the music industry. After finishing a Masters in Business with an emphasis in Marketing, she spent six years at Universal Music Group Nashville. There she began in digital marketing and then went on to lead strategy and research efforts for the label, focusing on optimizing the flow of releases, leveraging competitive advantages and providing best practices to elicit the most robust and forward-thinking analysis and innovation in the industry. While there, she worked on digital strategy for artists such as George Strait, Luke Bryan, Carrie Underwood, Kacey Musgraves and Keith Urban.

In 2019, Vassar was tapped by EMPIRE to join its newly opened Nashville division to help market and promote not only the company’s presence in Nashville, but its growing roster of artists including Tenille Arts, Randy Houser, Pat Green, Taylor Edwards, Shaboozey & Sophia Scott.

She oversees the day-to-day label operations, artist marketing plans, release strategies and development, marketing, digital marketing initiatives including Web3 and partner relationships with sales and streaming services.

When she isn’t working, Vassar can be found working towards her 2,000th ride on her Peloton, cooking, traveling or spending time with family and friends.