Austin Texas Musicians and St. Edward’s University Host Free Master Class Featuring Bev Lambert

Mother of Country Star Miranda Lambert Joins Top Industry Experts to Help Musicians Build Sustainable Revenue

AUSTIN, Texas — St. Edward’s University and Austin Texas Musicians (ATXM) present “Beyond the Stage: Build a Brand that Creates Revenue” on Sept. 14 from 3-5 p.m. in Ragsdale Center’s Jones Auditorium at St. Edward’s University (3001 S. Congress Ave.), immediately followed by a networking reception until 7 p.m. co-hosted by the St. Edward’s University Kozmetsky Center of Excellence in the Carriage House. Marking the third installment of a 12-month educational partnership, this free master class features special guest Bev Lambert, a driving force behind the merchandise, fan engagement and business operations that helped shape the early career of her daughter, country music superstar Miranda Lambert.

Lambert helped manage booking, merchandise, fan club, and retail operations while developing the connection between artist, brand, and audience central to Miranda Lambert’s success. By evolving traditional tour merchandise into a broader lifestyle brand, she created opportunities for destination retail, licensing and strategic partnerships. During the master class, Lambert will share firsthand lessons on developing an authentic artist identity, strengthening fan loyalty and turning creative concepts into sustainable business revenue.

ATXM Executive Director Pat Buchta will moderate a panel of leading branding, design, and merchandising experts, including:

• Scott Friedeck, founder and CEO of The Graphic Guitar Guys, a nationally recognized company that transforms guitars into custom works of art for artists, collectors, universities, and brands.
• Dorothy Nottingham, graphic designer and creative director at Baby Snakes Creative, whose work has supported touring artists and leading live-entertainment organizations, including C3 Presents.
• Clint Avants, senior account executive at C.C. Creations, the largest screen-printing and promotional merchandise company in Texas.

The panel will discuss building a memorable and authentic artist brand and transforming merchandise into a primary revenue stream. Panelists will also explore identifying high-demand fan products and storytelling through design, developing fan experiences and creative partnerships, and diversifying income streams beyond live performance.

The event is free and open to the public, but due to limited space, advance registration is required at austintexasmusicians.org.

This master class is part of an ongoing educational partnership between St. Edward’s University and ATXM. The initiative connects students directly with working industry leaders while providing Austin’s creative community access to university resources, faculty expertise, and the next generation of artists and civic leaders.

About Austin Texas Musicians

Austin Texas Musicians Fund (ATXM) is a nonprofit organization dedicated to strengthening Austin’s music ecosystem through advocacy, education, and economic development. ATXM works to ensure that the musicians and venues that power the Live Music Capital of the World have the resources, opportunities, and policy support they need to thrive. Visit www.austintexasmusicians.org for more information. 

About St. Edward’s University

St. Edward’s University is a private university with Catholic, Holy Cross values and approximately 3,000 students. Located in Austin, Texas, this top-ranked university offers more than 55 undergraduate programs, six master’s degrees, two doctoral degrees and industry-focused professional certificates. St. Edward’s delivers a premier, highly personalized education that provides students with distinctive academics and extensive internships, research, and service-learning opportunities on a vibrant, inclusive hilltop campus in a world-class city. St. Edward’s has been recognized for 22 consecutive years as one of “America’s Best Colleges” by U.S. News & World Report. In the 2026 Best Colleges rankings, St. Edward’s ranked #5 among the Best Regional Universities in the West, #2 for Undergraduate Teaching, #3 for Best Value, and #4 for Best Colleges for Veterans.