August 10, 2020 by Todd Sherman

There’s a million and one things we love about living in southern California. The weather, the scenery, amusement parks and then there are the larger than life events. Covid-19 has wiped out the amusement parks angle for the year, and for most part, all scheduled events as well. There is the obvious human toll, but now let’s add the NAMM annual trade show to the list.

NAMM is the National Association of Music Merchants; affectionately known as NAMM. This organization puts on an annual trade show that is welcome every year by just about everyone associated with the world of music. It’s a big deal, and it brings a few bucks to the local economy. Needless to say, we look forward to  NAMM each year.
Sadly, the COVID-19 global pandemic has impacted Orange County, and now NAMM is its latest victim. NAMM just announced that it won’t hold its annual trade show in Anaheim in January 2021. The news didn’t come as a shock, it just seems so unreal when we all heard the news that NAMM was canceled for this coming year. This loss may be devastating in more ways than one to those that typically attend.

With that in mind, NAMM also announced it will connect the industry with “Believe in Music: The global gathering to unify and support the Industry.”

The event will be held over the week of Jan. 18, 2021. It’ll feature a mix of comprehensive programming and professional education at


While it remains unsafe for us to gather in person in January, Believe in Music week will use new, intuitive technology to connect us all to harness the incredible energy that happens when we come together. With a robust marketplace to launch new products and share your brand story, Believe in Music will also feature networking and matchmaking for our buyers and our sellers, education for all segments of the industry, and live music and concerts. And just like at all NAMM events, these activities will raise awareness and financial support to serve our NAMM family across our Circle of Benefits model. Believe in Music week will be a critical step for our industry to help us prepare for the new year and new opportunities.”

JOE LAMOND, NAMM President and CEO
The event will also have an interactive marketplace to connect buyers and sellers. It’s not The NAMM Show or a virtual trade show as we know it.
NAMM says the initiative will meet the immediate business needs of its member companies through thought-leader led education for all segments of the industry, networking and AI matchmaking, and business-to-business-focused opportunities to reaffirm and grow business connections, launch new products, share brand initiatives, and engage with customers in real-time.



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