NAMM 2021 ‘Believe In Music Week’: What not to miss

Next week (Jan18-22) sees NAMM’s virtual ‘Believe In Music Week’ get underway, featuring a vast array of spectacles and attractions for participants to get involved with. Here, we round up some of the key events you won’t want to miss.

While so many of us across the industry will likely be lamenting the absence of our annual trip to California to kick the year off, the NAMM team has still put together a stellar digital platform for the industry to present its latest innovations, learn from peers and celebrate the finest achievements from the past 12 months.

Audio Media International will of course be providing live coverage of all the biggest product launches and announcements from the digital show floor, but with one week to go until those virtual gates open, here are a few essential dates for you to add to your calendar…

What? Opening sessions featuring Garth Brooks and Melissa Etheridge
When? January 21 and 22, 9 am PT
GRAMMY award winners Garth Brooks and Melissa Etheridge will be the recipients of NAMM’s Music for Life award. The annual award will be presented at the opening interview sessions on Thursday, January 21 and Friday, January 22, 2021, recognising individuals or organisations for their musical accomplishments and inspiring more music makers.

What? Top 100 Dealer Awards
When? January 21, 3–4 pm PT
The Top 100 Dealer Awards spotlights the industry’s very best music product retailers and shares their strategies for success. In addition to choosing the Top 100 Dealers, an independent panel of judges also picks winners in seven Best Of categories, from which the prestigious Dealer of the Year is selected.

What? 36th annual NAMM TEC Awards
When? January 22, 2–3 pm PT
Now in its 36th year, the Awards are widely recognised as one of the highest honours dedicated to the pro audio and sound recording industry. It’s where the most outstanding products in the worlds of music making, live performances, video games, television and films are recognised and where creative luminaries like Les Paul, Peter Frampton, Quincy Jones, Joe Perry, Pete Townshend and Stevie Wonder are celebrated for their musical contributions.

What? Ninth annual She Rocks Awards
When? January 22, 2021, at 6 pm PT
Hosted by Lzzy Hale, this celebration of women in music will honour The Go-Gos, Heart’s Nancy Wilson, Amy Lee of Evanescence, Cherie Currie from The Runaways, comedian Margaret Cho, drummer Cindy Blackman Santana and many more.