Heather Vassar shares how an athlete’s mindset shaped her journey from Texas Tech softball standout to one of Nashville’s most powerful music executives. She led more than 450 global campaigns, helped launch Shaboozey’s breakout success, and worked with legends like Dolly Parton, George Strait, Carrie Underwood, Chris Stapleton, and Kacey Musgraves.

She breaks down consistency, discipline, digital strategy, and the athlete mentality needed to build artists in a fast-changing industry—all while launching her own label.

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