ATXM Music Industry Master Class —Beyond the Stage: Build a Brand That Creates Revenue

Join Austin Texas Musicians (ATXM) and St. Edward’s University for a FREE Music Industry Master Class designed to help working musicians turn creativity, branding, and fan connection into real revenue opportunities.

Beyond the Stage: Build a Brand That Creates Revenue brings together experts who know what it takes to turn creative ideas into recognizable brands, merchandise fans actually want, premium products, and scalable businesses.

🌟 LEARN FROM THE PROS

• Bev Lambert — A very special guest from country music royalty and mother of superstar Miranda Lambert. Bev played an important role in the business behind Miranda’s early career, including merchandise, fan club, booking and retail operations. She brings a firsthand perspective on how an artist’s identity and relationship with fans can grow from the merch table into a much larger business.

• Scott Friedeck — CEO, The Graphic Guitar Guys. Scott transforms guitars into one-of-a-kind works of art for artists, collectors, brands and music fans. He’ll explore niche positioning, premium products and how an unexpected creative idea can become a scalable business.

• Clint Avants — Senior Account Executive, C.C. Creations. With more than 20 years working in and around the music industry, Clint brings the production side of merchandise to the conversation—from apparel and design to manufacturing, logistics and scaling a successful merch program.

• Dorothy Nottingham — Graphic Designer & Creative Director, Baby Snakes Creative. Dorothy creates distinctive visual worlds for artists, festivals, events and consumer brands. She’ll demonstrate how original illustration can grow into a cohesive visual identity—and how that identity can extend into merchandise, experiences and revenue.

• Moderator: Pat Buchta — Executive Director, Austin Texas Musicians

💡 WHAT YOU’LL LEARN

We’ll dig into practical, real-world strategies including:

- Building an artist brand people recognize and remember

- Creating merchandise fans actually want to buy

- Turning merch into a profitable revenue stream

- Moving from illustration and ideas to a cohesive visual identity

- Developing premium products, collectibles and fan experiences

- Finding creative partnerships and collaborations

- Scaling merchandise production and fulfillment

- Diversifying your income beyond gigs and streaming

- Thinking like an entrepreneur without losing your identity as an artist

Plus, bring your questions for an audience Q&A with the experts.

📅 EVENT DETAILS

Monday, September 14, 2026

📍 Jones Auditorium, St. Edward’s University

3001 S. Congress Ave., Austin, TX 78704

🚪 Doors Open: 2:30 PM

🎓 Master Class: 3:00–5:00 PM

🎶 Networking Reception: 5:15–7:00 PM

📍 Kozmetsky Center/Carriage House on campus

The reception will feature live music, light refreshments and networking with musicians, students, speakers and music-industry professionals.

🎟️ FREE + OPEN TO THE PUBLIC

RSVP REQUIRED | LIMITED TO 300 GUESTS

This event is designed for professional and emerging musicians, St. Edward’s students, managers, designers, music-industry professionals, creative entrepreneurs and anyone interested in building a more sustainable career in music.

Space is limited, so reserve your seat early.

RSVP for the FREE Master Class

Come learn from some of the best in the business—and leave thinking differently about what your artist brand could become.

🎸 From artist → story → brand → design → product → fan → revenue.

#ATXMusicians #AustinMusic #MusicBusiness #ArtistBranding #MusicMerch #MusicIndustry #StEdwardsUniversity #ATXM