BIZ PRIDE: HEATHER VASSAR
Empire Nashville VP of Marketing Heather Vassar, who’s helped artists like Randy Houser and Tenille Arts make impressive gains, gives us some insight into Pride in Music City.
Tennessee has been in the news recently for passing legislation that negatively impacts the LGBTQ+ community. As someone who self-identifies as a member of the queer community, how does the current political culture impact you in your daily life?
Nashville has become a very polarizing political hotbed for this conversation, and the country music audience is typically very conservative. Living and working here, and understanding the climate, I was initially uncomfortable with allowing that part of myself to be known for fear it would overshadow my hard work. My response was to overcompensate by out-hustling everyone else, and I buried my personal life out of a sense of fear that if it was known – my work success would be diminished. As I’ve stepped deeper into my knowing, while simultaneously rising in my career, it’s become evident that my voice is even more important. I have no agenda, except leading with love in protest to hate.
With the topic of LGBTQ+ rights and representation becoming so charged, how do you make space for yourself within the conversation?
In the Nashville music community, there are several within the LGBTQ+ community, including myself, who are continuing to rise. It’s my hope that our worth ethic and integrity remain at the forefront. It’s how you lead and love that matters most.
What are your thoughts about the representation of women who identify as LBGTQ+ at the executive level within the country music biz?
It’s accurate that a majority of the LGBTQ+ representation at the executive level is male and very few are female. However, I’m fortunate that at EMPIRE, [Sandbox/Monument’s] Jason Owen, [ACM chief] Damon Whiteside, [Warner Music Nashville’s] Shane Tarleton and [Monument’s] Shane MacAnally are considered absolute rock stars. Once I started working here, it was their commitment to communication and sense of responsibility to use their voices for acceptance and accountability that created a very inclusive environment. 
How should the business be addressing the larger issue of the difficult political climate in terms of the LGBTQ+ community being attacked and “othered” legislatively?
It’s my hope that the Nashville community continues to be a beacon for change. At this point in time, there’s no forum to hold the music community accountable for inclusion and representation. Our industry should be linking arms across polarizing topics and leading by example by being respectful despite our differences.
What would you prioritize as goals moving forward to help improve communication and give “grace” to folks on both sides of the conversation?
In my opinion, equality is the standard, and integrity and character are the true measure of every individual. There are artists in country music communicating various viewpoints on each end of the spectrum regarding the LGBTQ+ community. Unfortunately, right now it feels like there’s very little room for grace on either side of this conversation. However, country music isn't just for one audience. It has the storytelling ability to be global and universal, and it’s important for young people dreaming of being an executive in the music business to see representation across all walks of life.
