(MMR-2025-10-RETAIL)
Dept: Retail
Hed: Maxwell’s House of Music – ‘We Create Musicians!’
by Christian Wissmuller
PQ: “We have had hundreds of visitors, from all over the world, all prompted by “;f You’re In A Band.’”
“Trust me when I say there’s something really big coming soon that could positively impact music education nationwide!”
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Mark Maxwell purchased his family’s decades-long family-operated music store in Jeffersonville, Indiana, from his parents in 2011. The original store was established by his parents about 45 years ago with locations in Louisville, Kentucky. After acquiring the Indiana business, Mark rebranded it under the new name, Maxwell’s House of Music.
In 2019, Maxwell welcomed Whitney McNicol as a business partner. He attributes Whitney’s business and finance expertise to the continued success of Maxwell’s, adding, “She helps figure out ways for us to pay for our crazy ideas!”
Maxwell’s House of Music is a recent recipient of the NAMM Top Dealer Award. The 12,500-square-foot facility features a NAMM award-winning retail showroom, along with Maxwell’s Music Lab, also a NAMM award-winning innovative music education program. The team consists of about 23 music teachers, and 12 people whose titles include Sales, Social Media Coordinator, Community Liaison, Education Coordinator, and Dream Weaver.
Among the offerings at Maxwell’s are a wide variety of music instruments and gear, repairs, lessons, installations, and their affiliated 501(c)(3) called The Max Music Well. This foundation works to make quality music education available to the community, especially to those who may not otherwise have access to this type of music programming at a reduced rate, or even free, depending on circumstances (a $350 value per 10-week session).
Cap: CC Cardenas, Kat Witten, Mark Maxwell, Whitney McNicol
In March 2024, the brand launched a social media campaign called “If You’re In A Band,” which successfully attracted thousands of new followers and expanded the brand’s online community. From there, came a new relationship with an organization based in Texas called Music 4 Life Blues 4 the Soul that is making a huge impact in the lives of 10 music students at Maxwell’s House of Music.
Mark recently spoke with MMR to share some insight on the store’s many community-based, altruistic initiatives.
Can you talk about launching the “If You’re In A Band” series last year? What was the catalyst and the goal?
Mark Maxwell: Early last year, I decided that I just wanted to talk straight to musicians with social media posts called “If You’re In A Band”. I felt that overall, musicians have to find their own way in this business, and it’s really hard. I have had a life full of experiences in the music retail and performance industry that many don’t have. I literally grew up in my parents’ music store, but also, I have been a gigging musician since I was a kid.
I just walked into the store one day and had one of the staff members video me. I said, “If you’re in a band…” and I started giving advice about how to make sure you’re paid what you’re worth for making music. That first post ruffled a lot of feathers because I was exaggerating a bit when I talked about how we should all be paid like surgeons because we have spent an equal amount of time in learning our craft.
That created so much engagement right from the word go. It was clear to me that musicians wanted to talk, to share their own experiences, and to ask questions. I continued with multiple posts per week for the entire year.
Our phone was blowing up. People started sending me their CDs, and band t-shirts…it’s been great. I really love it when they visit the store. Some stop by as they are traveling through the area, but others make Maxwell’s House of Music their destination. Those visits are an incredible compliment! We have had hundreds of visitors, from all over the world, all prompted by “If You’re In A Band.”.
The series ultimately connected you with the founder of Music 4 Life, Blues 4 The Soul and Kat Witten. Who initially contacted who and what were those early exchanges about?
Cap: Kat Witten
One of the calls I got was from an interesting guy named Chris (“CC”) Cardenas, who is the vocalist/guitarist of the band “CC Blues Factory” out of California. In his deep, gravelly voice, he said, “Hey Mark, it’s CC. Kat Witten and I want to visit your place. We want to help.” They flew in the day after Thanksgiving, and we literally talked for hours about music, community, and how music can make a positive difference in people’s lives. Kat explained her goal with Music 4 Life, Blues 4 the Soul and the Will Witten Scholarship honoring her late husband’s life and love of music. It was obvious that our shared connection to music, and through music, was about to create an amazing relationship. Since then, we have had multiple meetings about how Music 4 Life Blues 4 the Soul and our foundation, The Max Music Well, can work together. Trust me when I say there’s something really big coming soon that could positively impact music education nationwide!
This all, of course, ultimately culminated with the donation to the Max Music Well Foundation and resultant scholarship — Please share a little about Will, the goals of the scholarship, and what the winners receive.
1SG Will Witten was a highly decorated Army veteran who was also an avid guitarist; he understood the many benefits of music. I never knew Will, but when I talk to Kat about him, it’s obvious what an amazing guy he was. It’s because of Will’s love of music that I’m even talking to you about how music knows no limits…from Texas and California to Jeffersonville, Indiana!
The 10 scholarship winners receive one year of free music education, in the form of weekly lessons. For the first 8 months, these lessons are private lessons. During the last 4 months, the 10 kids are going to be put into bands. If the 10 kids didn’t have instruments, they were also given an instrument – either a guitar, bass, keyboard, or drums. If the student already has an instrument, they will receive extra music lessons to keep it balanced.
When were the 2025-26 winners announced?
All 10 of the scholarship winners were notified earlier this summer and began their lessons in July.
Cap: Thank-you notes from the Will Witten Scholarship recipients
When the winners were announced, did you have any special events or gatherings to celebrate?
We thought a lot about the best way to celebrate their scholarship and decided that it would be best to save the big community event for the end of their year of lessons. We want to feature the students and their new skills. We will host a big concert that will be headlined by CC Blues Factory!
Earlier this summer, it was announced that applications for the 2026-27 iteration of the scholarship will be open on Maxwell’s site next summer, “funding permitting” — are you currently looking for partners to help ensure sufficient funding? Individual donors? If so, how would interested parties get in touch?
Our foundation, The Max Music Well, needs as much financial assistance as we can get, as we are building several new community-based music education programs as we speak. Funding is needed to sustain these programs. People can go to our website to make a donation or call me to talk about some of the things we are working on. The site is: Max Music Well Foundation – Maxwell’s House of Music ( ).
Music 4 Life Blues 4 the Soul is in charge of the Will Witten Scholarship, and there’s more information about them at musicblues4life.com.
You can also learn more about the band CC Blues Factory at www.ccbluesfactory.com/.
Any further thoughts you’d like to share either about the scholarship or Maxwell’s House of Music, in general?
Here at Maxwell’s, we have so many new things happening. Our affiliated foundation, The Max Music Well, is actively seeking funding and partners to support two major programs.
Cap: Maxwell’s Music Lab
The first is our no-charge music education program called Maxwell’s Music Lab. This community program is for people of all ages who are beginners on guitar, bass, drums, or keyboards. They learn the basics of their instrument and then learn to play a song for a concert. It has been magical watching both kids and older adults participate in this program. Many times, the participants have convinced themselves they didn’t have the ability to make music. This program proves differently. There is pure joy filling the room during the final concert!
The other big focus of ours right now is our new program called “The Well.” A well symbolizes the endless cycle of giving and receiving. That’s exactly what our plan is. The Well is a community and collaborative workspace tailored for musicians, artists, and creatives of all levels. Slated to be up and running by October 4, 2025, The Well is a specially outfitted community space that includes writing space, an intimate performance stage, rehearsal space, and a podcast room. The interesting thing is that use of this space is based on a tiered membership plan. The net proceeds from all membership dues will go directly back into the foundation to fund free music education in our community. Plus, a member’s dues unlock exclusive benefits designed to enhance their creative journey.
Our tagline here at Maxwell’s House of Music is “We Create Musicians”… starting this program that directly supports our community’s musical goals is what makes sense to live up to that tagline!
If anyone would like to learn more about how to help support and sponsor this unique opportunity to support music programs, please reach me at Mark@MaxwellsHouseOfMusic.com!
Stay tuned for a HUGE announcement early January 2026!
