How an Artist’s Brand Can Grow From a Merch Table Into a Much Larger Business
Custom branded guitar by The Graphic Guitar Guys.
Learn from country music royalty and some of the best in the business at ATXM’s FREE Music Industry Master Class on Sept. 14
What starts with a T-shirt at the merch table can become something much bigger.
For today’s musicians, an artist brand can grow into merchandise, fashion, retail, licensing, collaborations, premium products, fan experiences and entirely new businesses—creating revenue that extends far beyond streaming and the next gig.
On Monday, September 14, Austin Texas Musicians (ATXM), in partnership with St. Edward’s University, is bringing together experts who have helped turn creativity into recognizable brands and real business opportunities for our next FREE Music Industry Master Class:
Beyond the Stage: Build a Brand That Creates Revenue
📅 Monday, September 14, 2026
🚪 Doors Open: 2:30 PM
🎓 Master Class: 3:00–5:00 PM
📍 Jones Auditorium | St. Edward’s University
🎶 Networking Reception: 5:15–7:00 PM | Kozmetsky Center Oak Garden at the Carriage House
🎟️ FREE + Open to the Public | RSVP Required
⚡ Limited to 300 guests
A Very Special Guest From Country Music Royalty: Bev Lambert
We’re especially excited to welcome Bev Lambert, mother of country superstar Miranda Lambert, for a rare, firsthand look at what it takes to build the business behind an artist.
Long before Miranda became one of country music’s most recognizable stars, Bev was working alongside her daughter behind the scenes—helping with booking, merchandise, fan club management and retail operations as Miranda’s career and audience grew.
Bev recognized early that fans didn’t simply want another concert T-shirt. They wanted a deeper connection to the artist and the lifestyle the artist represented.
That insight helped merchandise evolve beyond traditional “band gear” into products that reflected Miranda’s distinctive personality, Texas roots and aesthetic. Over time, that entrepreneurial approach expanded from the merch table into destination retail and a much larger lifestyle business.
For independent musicians, Bev’s experience provides an extraordinary real-world lesson:
Your artist brand has value—and what starts at the merch table can become something much bigger.
She’ll join our panel to share insights musicians can apply at any stage of their careers: understanding what fans connect with, developing authentic merchandise, identifying new business opportunities and thinking beyond traditional sources of artist income.
Learn From Some of the Best in the Business
Bev will be joined by experts representing different sides of the artist-branding and merchandise business:
Scott Friedeck | CEO, The Graphic Guitar Guys
Learn how creativity, product innovation and smart positioning can turn a distinctive idea into a nationally recognized business.
Clint Avants | Senior Account Executive, C.C. Creations
Go behind the merch table to understand apparel, product selection, design, production and what it takes to create merchandise fans actually want to buy.
Dorothy Nottingham | Graphic Designer & Creative Director
Drawing on experience supporting global touring artists and leading entertainment organizations including C3 Presents, Dorothy will explore how strong design and visual identity help artists stand out and build long-term brand value.
Moderated by ATXM Executive Director Pat Buchta, the conversation will focus on practical ideas musicians can actually use.
From Merch Table to Music Business
We’ll explore questions including:
What makes an artist brand memorable?
What merchandise will fans actually pay for?
How can merch become a meaningful revenue stream?
How do you create products that authentically represent your music and personality?
What can independent artists learn from major touring acts?
When should you invest in professional design?
How can fan loyalty lead to new products, partnerships and experiences?
How do you scale a successful idea without losing creative control?
And how do you think like an entrepreneur while remaining authentic as an artist?
Bring your questions—we’ll conclude with an audience Q&A.
And Don’t Leave at 5.
Following the Master Class, join us from 5:15–7:00 PM in the beautiful Kozmetsky Center Oak Garden at the Carriage House for live music, refreshments and networking with our speakers, professional musicians, St. Edward’s students and members of Austin’s music community.
FREE — But Limited to 300
This Master Class is FREE and open to the public, but seating in Jones Auditorium is limited to 300 guests and RSVP is required.
Whether you’re a working musician, emerging artist, manager, designer, creative entrepreneur or St. Edward’s student, come learn from people who understand how to turn creativity into opportunity.
Because your music may start the relationship with your fans. Your brand can turn that relationship into a much larger business.
🎟️ Reserve Your Seat for Sept. 14
FREE | Limited to 300 | RSVP Required
