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.
Live Music provided by Sterling Cabbiness
📅 Date: Monday, September 14, 2026
🕒 Master Class: 3:00–5:00 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 on Campus. Live Music provided by Sterling Cabbiness
🎟 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
Bev Lambert and her daughter, Miranda. Photo courtesy: Tyler Conrad, Essential Broadcast Media.
Bev Lambert
Music Business Entrepreneur, Artist Management, Merchandising & Brand Development, MirandaLambert.com, MuttNation.com, ThePinkPistol.com
Bev Lambert played a central role in building the business behind her daughter, country superstar Miranda Lambert, helping manage booking, merchandise, fan club, and retail operations early in her career.
She helped evolve traditional tour merchandise into an authentic lifestyle brand, eventually expanding into destination retail and broader licensing opportunities. Bev will share how artists can turn fan connection, authentic branding, and creative merchandise into meaningful new revenue streams.
Scott Friedeck
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.
Clint Avants
Senior Account Executive, C.C. Creations
Clint Avants serves as Senior Account Executive at C.C. Creations, the largest screen printing and promotional merchandise company in Texas and the fifth largest in the US.
With over 20 years working in and around the music industry, Clint has helped entertainers, events, and retail brands develop successful merchandise programs that strengthen brands and generate revenue to scale their business. Clint will share practical insights into the apparel design, production, and logistics involved in creating merchandise fans genuinely want to buy.
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
2:30 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
Following the panel discussion, guests are invited to continue the conversation during a networking reception in the Kozmetsky Center/Carriage House on Campus.
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.
🚗 Parking Information
There are several convenient parking lots very close to Ragsdale Center building. Event attendees may park in:
🟢 Standard — Green Lots, or 🟡 Economy — Yellow Lots. View Campus Parking Map
St. Edward’s requires vehicles to be registered for event parking.
Please register your vehicle before you arrive to avoid added stress on the day of the event.
Visit this link: https://vpermit.com/stedwards/ClaimableEvents/Claim?utm_source=chatgpt.com
Enter your name
License plate
Cell phone number
Code: PPS2026
Receive confirmation for Monday.
Or,
Scan the QR Code to the right o access the form with the claim code already entered.
Complete your information and click “Start” to receive confirmation.
Event attendees may park in:
🟢 Standard — Green Lots
🟡 Economy — Yellow Lots
- Related Posts -
