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Blog
ATXM News & Happenings
Great Merch Needs a Business Behind It
You’ve got the design—now what? Clint Avants of C.C. Creations takes musicians behind the merch table to explore what it takes to turn a creative idea into a product fans actually want to buy and wear. From choosing the right apparel and printing methods to managing inventory, fulfillment and growth, discover why successful merch requires more than great design—it needs a smart business behind it.
Before You Make the T-Shirt, Build the Brand
Before you ask what to put on a T-shirt, ask a bigger question: What does your artist’s world look and feel like? Dorothy Nottingham of Baby Snakes Creative shows how illustration, color and visual storytelling can create a recognizable brand that extends naturally into merchandise, experiences and fan connection. Discover why great merch doesn’t start with the product—it starts with the brand.
When Merchandise Becomes Art
What if your most memorable piece of merchandise wasn’t a T-shirt at all? Scott Friedeck and The Graphic Guitar Guys transform guitars into canvases for art, branding and storytelling—creating collectibles, fan experiences and premium products. Discover how musicians can think beyond traditional merch and ask a bigger question: What could I create that only my brand could create?
What Musicians Can Learn From the Pros: What if Your Merch Table Wasn’t the End Product—But the Beginning?
What if your merch table were just the beginning? From Miranda Lambert’s evolution from artist merchandise to a broader lifestyle brand, to The Graphic Guitar Guys turning guitars into premium collectibles, Baby Snakes Creative building visual identities that extend into merchandise, and C.C. Creations bringing products to life at scale—discover what musicians can learn from the pros about turning creativity, branding and fan connection into new revenue opportunities.
From the Merch Table to a Brand Ecosystem: What Bev and Miranda Lambert Built Together
What happens when an artist’s brand grows beyond the merch table? Bev Lambert was there during the formative years of daughter Miranda Lambert’s career, helping shape fan engagement, merchandise and retail as the brand took root. See how that foundation ultimately expanded into a powerful ecosystem spanning fashion, destination retail, home goods, wine, hospitality, philanthropy and the music business—and what independent musicians can learn from their journey.
How an Artist’s Brand Can Grow From a Merch Table Into a Much Larger Business
What if your merch table could become the beginning of a much bigger business? Join ATXM and St. Edward’s University Sept. 14 for a FREE Music Industry Master Class featuring special guest Bev Lambert, mother of country superstar Miranda Lambert, and industry experts sharing how artists can turn branding, merchandise, fan loyalty and creativity into new revenue opportunities.
Learn from the Best in the Business: From Merch Table to a Much Bigger Business
What can musicians learn from the business behind country superstar Miranda Lambert? Join special guest Bev Lambert Sept. 14 as she shares firsthand lessons from helping manage Miranda’s early merchandise, fan club, booking and retail operations—and how authentic artist branding can grow into something much bigger.
Sept. 22nd & Oct. 6th: Kozmetsky Center of Excellence Community Forum Series
Join ATXM and the Kozmetsky Center at St. Edward’s University for two timely Community Forums on Sept. 22 and Oct. 6. Musicians, venue leaders, policymakers and community advocates will explore the challenges facing Austin’s live music ecosystem—and the solutions needed to keep our city’s creative culture thriving.
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 on Sept. 14 for a FREE Music Industry Master Class exploring how branding, merchandise, visual identity and creative partnerships can help musicians generate revenue and build sustainable careers. Stay afterward for live music, refreshments and networking.
Expand Your Music Business Knowledge with ATXM's Free Resource Library & Educational Video Series
Discover free music industry education from Austin Texas Musicians. Access downloadable guides, advocacy resources, and educational videos covering sync licensing, royalties, publishing, AI, and more.
Jun 15: Musicians Master Class - Sync Licensing, Music Placement & Revenue Streams for Independent Artists
Learn how to get your music placed in film, TV, ads, gaming, and streaming. Join ATXM’s free Sync Licensing Master Class and discover what makes music “sync ready,” how artists get paid, and what music supervisors are looking for.
Austin Musicians Push Back Against AI: Why the Fight for Human Creativity Matters More Than Ever
Austin's music community is taking a stand. Following recent KVUE coverage, musicians, artists, and advocates are calling for stronger AI protections to safeguard creative rights, fair compensation, and the future of human-made music. Discover why this fight matters and how you can help protect the artists who make Austin's culture possible.
Austin musicians learn the business side of the industry during free classes at St. Edward's University
Austin musicians are stepping into the business side of music through ATXM master classes at St. Edward’s University. Learn how this program is helping artists build sustainable careers—and why it matters now.
Missed the SoundExchange Webinar? Here’s How to Catch Up and Get Paid (FREE)
Missed the SoundExchange webinar? No problem. Learn how to register, claim your recordings, and start collecting your royalties—plus download the takeaway guide to get started.
Understanding Your Music Money — SoundExchange vs. BMI vs. The MLC (And How to Actually Get Paid) FREE
Confused about music royalties? Learn the difference between SoundExchange, BMI, and The MLC—and how to collect every dollar you’ve earned. Join ATXM’s free webinar and master class to get paid properly.
March 30: ATXM Master Class: Performance Royalties, Mechanical Royalties & Publishing 101 (FREE)
Learn how royalties really work. ATXM’s Master Class breaks down performance royalties, mechanical royalties, publishing, and streaming income so artists can better understand—and collect—the money they’ve earned. Seats are limited, so register today!
Austin Texas Musicians and St. Edward’s University Announce New Education Partnership to Support Professional Musicians
ATXM and St. Edward’s University are excited to announce a new hybrid education partnership designed to support working musicians. The program delivers practical music industry education through online curriculum modules, in-person master classes, artist mastermind cohorts, and the combined power of academic expertise and Austin’s real-world music ecosystem.
ATXM Music Industry Education Series Kicks Off March 30th
Austin’s music scene is world-renowned—but too many artists are left to navigate the business side of music on their own. The ATXM Music Industry Education Series, kicking off March 30, brings together industry professionals, working musicians, and experienced artists to deliver practical career education. Through in-person master classes, webinars, and workshops, the program gives musicians the tools they need to better understand the music business and build sustainable careers. Location for the first master class will be announced March 13.
March 26: Free SoundExchange 101 Webinar
Many musicians are leaving money on the table simply because they aren’t registered to collect digital performance royalties. Join this free SoundExchange webinar on March 26 at 12:00 PM CT to learn how digital royalties work and how to make sure you’re getting paid.
Inspiring Conversations: Patrick Buchta on Building a Stronger Future for Austin’s Musicians
Executive Director Patrick Buchta shares his journey from working musician to advocate in a recent VoyageAustin feature—highlighting why Austin Texas Musicians exists, the systemic challenges facing artists today, and how community-driven advocacy is building a more sustainable future for Austin’s music ecosystem.
Community Partners
Are You a Central Texas Musician?
Austin Texas Musicians is for you! We are musicians working for musicians.
Our community of Central Texas musicians is over 6,000 strong and growing.
We represent those we serve on city, state, and federal policy and provide basic needs and services to improve our quality of life.
Advocacy, Education, and Economic Development are the three pillars of our work to empower you to “Show Up, Speak Up, and Be Heard"!
Make an impact today
🎵 Join us in protecting Austin’s creative future.
Every bit of support goes a long way in helping us help musicians. We’ve got some very impactful new initiatives in motion for 2026, including:
Expanded Paid Performance Opportunities for Musicians
Expanded Education Programming, in Partnership with Local Higher Education
A Downtown Creative Hub, Parking and Safe Escort for Musicians
To continue doing this work, we need your help. Cultivating new partnerships, investment, and donor relations both public and private will be key to our sustainability.
We're putting out a call to all interested corporate partners, angel investors, and music community members and imploring that we all come together to lift up what has proven to be a crucial service to the health of our music community, which truly serves as the cornerstone to Austin’s economic well-being. We hope you’ll help us continue our work by donating, or by contacting us directly to discuss options.