Great Merch Needs a Business Behind It

EducationEducation Course

Sep 4

Written By ATXM Marketing

You Designed the Shirt. Now What?

Great artist merchandise needs more than a great idea. The garment. The artwork. Print method. Quantity. Quality. Inventory. Fulfillment. Online sales. Margins. And eventually: How do you scale?

*Clint Avants, Senior Account Executive, C.C. Creations*

Meet Clint Avants, Senior Account Executive at C.C. Creations, one of the largest screen-printing and promotional merchandise companies in Texas.

At ATXM’s Sept. 14 Music Industry Master Class, Clint will take us behind the merch table to explore how artists turn creative concepts into products fans actually want to buy.

With more than 20 years of experience in and around the music industry, Clint Avants brings a rare combination of touring, merchandising, production and product-development expertise. Before joining C.C. Creations, Clint worked as a Tour Manager and Merchandise Manager for Aaron Watson, giving him firsthand insight into what artists need both on the road and at the merch table.

Today, Clint helps artists and brands turn creative ideas into memorable, revenue-generating products—from apparel and traditional tour merchandise to highly customized pieces that go well beyond screen printing. His work has included custom merchandise and specialty projects for artists including Alan Jackson, Cody Johnson and will.i.am, along with a variety of unique custom projects for other clients.

At the ATXM Master Class, Clint will take musicians behind the merch table to explore the practical side of turning an idea into a product fans genuinely want to own—from product and material selection to production, inventory, fulfillment and scaling. His experience demonstrates an important lesson for artists: great merchandise isn't just about putting a logo on a shirt. It's about creating products that extend the artist's brand, deepen the fan connection and create new opportunities for revenue.

We'll talk about:

→ Creating merch people actually wear
→ Choosing the right products
→ Production + print quality
→ Inventory + fulfillment
→ Online merchandise stores
→ Scaling from dozens to thousands
→ Turning merchandise into meaningful artist revenue

Because your merch shouldn't simply advertise your band.