NAMM Show
Annual music products trade show where musical instrument and technology manufacturers showcase new gear.
Definition
The NAMM Show is the world's largest annual trade show for the music products industry, held each January in Anaheim, California. Produced by the National Association of Music Merchants (NAMM), the event brings together manufacturers, retailers, artists, and media to showcase guitars, drums, keyboards, pro audio equipment, music software, and accessories.
Major manufacturers time product launches to NAMM, making it the event that reveals the year's most anticipated instruments and recording technology. The show also features live performances, educational sessions, and networking opportunities across the music products ecosystem.
Why It Matters
NAMM is where music retailers discover new products and place orders that stock their stores. For manufacturers, strong NAMM showing translates directly to distribution and sales success.
Musicians and content creators watch NAMM coverage to preview equipment they'll purchase. Celebrity artist appearances and endorsement announcements generate media coverage that drives consumer awareness.
Examples in Practice
Guitar manufacturers unveil signature models at NAMM with artist demonstrations that generate YouTube coverage reaching millions of players who aspire to the featured sounds.
Pro audio software companies announce major DAW updates at NAMM, with producer endorsements and demo sessions driving upgrade purchases.
NAMM's TEC Awards recognize technical excellence in audio products, providing winners with credibility that influences professional purchase decisions.