Sept. 14: ATXM Music Industry Master Class —Beyond the Stage: Build a Brand That Creates Revenue
Your music earns the applause. Your brand builds the business.
Join Austin Texas Musicians (ATXM) and St. Edward’s University for a FREE Music Industry Master Class created to help working musicians turn creativity into opportunity—and revenue.
This free public master class explores how independent musicians can build sustainable careers through branding, merchandising, visual identity, and creative partnerships.
Hosted by Austin Texas Musicians (ATXM) in partnership with St. Edward's University, the event brings together respected industry leaders to share practical strategies that help artists build stronger brands, diversify revenue, and create sustainable careers.
📅 Date: Monday, September 14, 2026
🕒 Master Class: 3:00–5:00 PM | Doors open at 2:30 PM
📍 Jones Auditorium, St. Edward’s University
3001 S Congress Ave, Austin, TX 78704
🎶 Networking Reception: 5:15–7:00 PM at the Kozmetsky Center/Carriage House Oak Garden on Campus
🎟 FREE + Open to the Public, RSVP Required
⚡ Limited to 300 guests — reserve your seat early!
Discussion Topics
Moderated by ATXM Executive Director, Pat Buchta, the conversation will explore artist branding, merchandise fans actually want to buy, visual storytelling, premium products, creative partnerships, and practical ways to diversify your income beyond the stage.
Building a memorable artist brand
Merchandise as a profitable revenue stream
Visual storytelling
Creative partnerships
Premium fan experiences
Audience Q&A
Meet the Experts
Scott Friedeck
CEO, The Graphic Guitar Guys
Scott Friedeck is the founder and CEO of The Graphic Guitar Guys, an innovative company recognized for transforming guitars into one-of-a-kind works of art for artists, collectors, brands, and music enthusiasts.
By combining visual design, craftsmanship, and entrepreneurship, Scott has built a nationally recognized business that demonstrates how creativity can become a scalable revenue stream. He will share lessons on niche positioning, premium products, branding, and turning artistic passion into a thriving business.
MuttNation Foundation co-founders Bev Lambert and Miranda Lambert. Photo courtesy: Tyler Conrad / Courtesy of Essential Broadcast Media.
Bev Lambert
Co-Founder, MuttNation and Brand Strategist
Bev Lambert is a seasoned branding and marketing strategist with extensive experience helping organizations and creative professionals develop authentic brands that connect with audiences and inspire long-term loyalty.
She will discuss how musicians can define their identity, tell compelling stories, and create consistent brands that strengthen fan relationships while opening new business and sponsorship opportunities.
Clint Avants
Senior Account Executive, C.C. Creations
Clint Avants serves as Senior Account Executive at C.C. Creations, one of the largest screen printing and promotional merchandise companies in Texas.
Based in San Antonio, he has helped organizations, universities, and events develop successful merchandise programs that strengthen brands and generate revenue. Clint will share practical insights into apparel design, production, fulfillment, and creating merchandise fans genuinely want to purchase.
Dorothy Nottingham
Graphic Designer & Creative Director, Baby Snakes Creative
Dorothy Nottingham is an accomplished graphic designer whose work has supported global touring artists and leading live entertainment organizations, including C3 Presents.
Her expertise spans artist branding, visual identity, concert marketing, and merchandise design. Dorothy will explore how thoughtful design helps artists stand out, deepen fan engagement, and create memorable brands that support long-term business growth.
Why These Experts?
This panel brings together an exceptional cross-section of music industry leaders, combining expertise in artist advocacy, branding, design, merchandise, manufacturing, and entrepreneurship. Collectively, they have helped independent musicians, global touring artists, universities, festivals, and nationally recognized brands build stronger identities and create sustainable business opportunities. Rather than focusing solely on theory, attendees will hear practical, real-world strategies they can immediately apply to grow their careers, increase revenue, strengthen fan engagement, and think like entrepreneurs. The diversity of perspectives—from custom product innovation and large-scale merchandise production to visual storytelling and music policy—makes this a uniquely valuable conversation for musicians at every stage of their careers.
Run of Show
2:00 PM Speaker Arrival
2:30 PM Doors Open
3:00 PM Welcome
3:10 PM Expert Panel
4:35 PM Audience Q&A
5:00 PM Closing
5:15 PM Networking reception with refreshments and live music at the Kozmetsky Center of Excellence/Carriage House Oak Garden on campus.
Following the panel discussion, guests are invited to continue the conversation during a networking reception in the Kozmetsky Center Oak Garden at the Carriage House. The reception will feature light refreshments, live music by local Austin artists, and opportunities for attendees to connect with speakers, sponsors, students, and fellow music professionals in a relaxed outdoor setting. Enjoy live music, refreshments, and networking with musicians, students, speakers, and industry professionals.
