Blog
Blog
ATXM News & Happenings
What Musicians Can Learn From the Pros
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 Announced
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.
Sept 1: ATXM Night Shift Music Industry Mixer + Open Mic @ Hotel Vegas
Join ATXM Night Shift at Hotel Vegas on Tuesday, September 1, from 7–10 PM for Austin’s longest-running music industry mixer and open mic. Connect with musicians and industry professionals, discover local talent, and build meaningful relationships across Austin’s music community. Free admission; RSVP required.
Austin Texas Musicians Announces The Good Wolf Experience as Official Event Management & Production Partner
Austin Texas Musicians welcomes The Good Wolf Experience as its official Event Management and Production Partner. Together, ATXM and Good Wolf will expand community programs, live events, and fundraising experiences that strengthen connections and create greater support for independent musicians throughout Central Texas.
Aug 4: ATXM Night Shift Music Industry Mixer + Open Mic (FREE)
Looking to grow your music career and connect with Austin's music community? Join ATXM Night Shift, Austin's free monthly Music Industry Mixer featuring networking, an Open Mic, community partners, professional photography, and opportunities to meet musicians, venues, nonprofits, and industry professionals. Whether you're searching for collaborators, gigs, or new connections, Night Shift is where Austin's music community comes together.
July 7: ATXM Night Shift Music Industry Mixer + Open Mic (FREE)
Join ATXM Night Shift at Hotel Vegas this July for Austin's longest-running music industry mixer. Connect with musicians, industry professionals, HAAM, SIMS Foundation, and community leaders while enjoying Open Mic performances, networking, food trucks, and opportunities to strengthen Austin's music ecosystem.
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.
June 2: ATXM Night Shift Music Industry Mixer + Open Mic (FREE)
Join ATXM Night Shift on June 2 for Austin’s free music industry mixer and open mic. Connect with musicians, venues, media, and creatives shaping Austin music culture. RSVP required.
May 19: AI vs. Music - Austin Solidarity Protest + Panel Discussion (FREE)
Austin’s music community is joining New York, Los Angeles, Nashville, and cities across the country on May 19 to stand in solidarity against the exploitation of artists’ work by Generative A.I. systems. Join Austin Texas Musicians (ATXM) at Far Out Lounge for an important panel discussion bringing together musicians, technologists, venue owners, educators, and advocates to discuss artist rights, intellectual property, and the future of human creativity. Whether you're a musician, fan, or supporter of Austin’s live music culture, your voice matters in this conversation.
May 12: ATXM Night Shift Music Industry Mixer + Open Mic (FREE)
Join us May 12th for a laid-back night of music, connection, and community with Austin’s musicians and industry pros at Hotel Vegas. Open mic, new collaborations, and good vibes all around.
🎟️ Free, but RSVP required — grab your spot and come hang!
April 3: Full Albums, Really Loud: Led Zeppelin I, II, III, and IV
Experience Led Zeppelin I–IV played loud, start to finish at Hotel Vegas on April 3. No skips, no distractions—just music. $10 tickets benefit Austin Texas Musicians, The SIMS Foundation, and Sonic Guild.
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!
April 8: Join us for ATXM Night Shift Music Industry Mixer + Open Mic (FREE)
Austin’s music community is gathering again for ATXM Night Shift on April 8 at HowMuchStudios (North Lamar + Airport). Join musicians, producers, and industry professionals for a music industry mixer and open mic on the patio stage. RSVP by April 7 to be part of the room. 🎶
March 17: “Stay Out All Day” starring Nakia at the Continental Club
You’re invited to the party. 🎶 Join Nakia at the legendary Continental Club on March 17 for Stay Out All Day — a celebration of Queer Pride, community, and incredible live music from one of Austin’s most powerful and beloved voices.
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.
Feb 22 -Sunday Funday at ACL Live Theater (FREE)
Join us — Austin Texas Musicians — for a FREE Sunday Funday at ACL Live at the Moody Theater on February 22! Celebrate 15 years of music and community with live performances, Willie Nelson–style braids from PNC Bank, tech recycling and swag from Dell Technologies, family zones with Ascension Seton and Dell Children's Medical Center, plus food, giveaways, backstage tours and more. Book your free ticket now or join the standby line at the Box Office.
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.