Some of the biggest names in pro audio have spoken to Audio Media International about the importance of NAMM and why this year’s virtual Believe In Music Week is essential in the absence of in-person events.

Like every mass gathering since March 2020, the annual NAMM Show has been forced to migrate from its historic home in Anaheim, California to the digital realm due to the ongoing COVID-19 pandemic. The show, which has been a staple event for music makers for over a century has become an increasingly appealing draw for the pro audio market since the launch of its dedicated pro audio village just two years ago. Located in a separate building to the cacophonous music halls – notorious for their cacophonous soundtrack of shredded guitars and towering drum solos – the pro audio village proved to be a welcome addition/refuge for audio exhibitors keen to do business in a somewhat more tranquil environment.

The fact that it has established itself as such a vital fixture on the pro audio calendar in the space of two years speaks volumes as to its appeal to the industry, and makes its cancellation all the more frustrating for visitors and organisers alike. However, there is still plenty on offer with next week’s NAMM Believe In Music Week. Taking place from January 18-22, the event is designed to transfer as much of its traditional offering as possible to a digital platform. Virtual showrooms will set the scene for the usual array of product launches and announcements that will set the tone for the year ahead, while exhibitors will be able to host demos and meetings with visitors. There will also be a vast selection of keynote addresses, educational sessions, expert talks and interactive Q&As for participants to get involved with. Plus, NAMM stalwarts such as the annual TEC Awards will also be held during the week.

Here, we speak to some of the key players from across the pro audio industry to find out why NAMM has become so important to the market and why Believe In Music Week is so essential for the business…

Marc Lopez, vice president of marketing Americas, d&b audiotechnik

What are your expectations for NAMM Believe In Music Week?
NAMM has always had the benefit of bringing people together from multiple creative disciplines to a common platform. The NAMM Believe in Music event offers a direct accessibility for a greater number of people globally that the traditional NAMM Show couldn’t always reach. We look forward to making connections with people who may not have traditionally had access to attend this show in person.

The timing of NAMM is also a positive, with many people doing research on new gear and preparing for what resources they may need for the upcoming year. While this year is certainly different, the need for companies and individuals to prepare and educate themselves on trends and technology have not changed. 

While virtual shows certainly cannot replace the in-person interactivity that is a foundation for this industry, it does offer a wider opportunity to connect with people. Especially in these socially-distanced times, where companies have individually maintained customer relations through technology, it’s inspiring for the industry to present itself as a whole to the community for encouragement and strength.

How important has the NAMM show become to the pro audio market since the launch of its dedicated audio halls?
d&b has fully supported NAMM on the pro audio expansion, and there was always an expectation that the growth would happen over time. With the dedicated hall and inclusion of educational programmes like AES, along with industry events like TEC Awards and Parnelli Awards, we have observed the increase of qualified pro audio people attending the show over the past few years. But equally importantly, NAMM continues to deliver a platform that brings together customers from a diverse set of segments such as houses of worship, creative types like music producers and DJs, and educational facilities. We anticipate that the importance of NAMM show for the pro audio market will only continue to increase.

Hannah Bliss, marketing director, Focusrite Novation 

What are your expectations of the online NAMM 2021 Show?
With NAMM being such a powerhouse in the events space and in the music industry, I expect they will pull off a very successful event, with many big name presenters, performers and panelists, and customers will feel connected to the event. 2020 has given us many opportunities to participate in virtual events – tradeshows, interactive tabletops and presentations – with various levels of interactivity and success. I expect we will see some good traffic to our virtual exhibition, but without the one-on-one product demonstrations, the excitement of touching and hearing products, and the natural in-person vibey conversations that are guided by personality and body language, I fear our interaction with customers may be limited and lacking.

What kind of business opportunities does this year’s format offer?
We are able to showcase our products via images, words and some videos. If the customer is a NAMM member, they may sign up for one on one meetings with our sales or product team in a virtual capacity. We can present products via scheduled live streams if we wish and may host contests for visitors to win product prizes.

Did you have any reservations about participating in a virtual trade show? Customer traffic will always be an element of concern and in a time where the world has been in lockdown for almost a year, there may be some virtual tradeshow fatigue, where customers are bored of seeing product factsheets and images online. This may contribute to a less than ideal turnout. However, it is in some ways easier to measure ROI in the virtual space because all metrics are tracked – traffic, engagement, lead gen, social stats. So on the flip side, with the right goals and KPIs we can be more in control of our own success.

How important has the NAMM show become to the pro audio market since the launch of its dedicated audio halls? 
The NAMM Show certainly sets the tone for much of the year to follow. Manufacturers definitely tailor their product launch dates to coincide with that one week in January. Some opt to launch just before in order to build interest and intrigue, ensuring customers seek them out at the show to get a look at the product and have their questions answered. Brands sometimes drop out of these large shows due to the ever-increasing cost – the impression that you must present larger or at least on par with your competitors certainly pushes the ‘NAMM budget conversations’ to the limit. But with NAMM still being the largest and most targeted show globally for our industry, where we have the opportunity to get all our customers, dealers, distributors in one space for one week, it will likely always be incredibly powerful and important.

You may also be interested in:

• NAMM Believe In Music Week: What not to miss
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• Next Generation Spotlight: Jasmine Mills 
• ‘It ain’t work if you love it’: How tired cliches are devaluing the industry 

Will Eggleston, marketing director US, Genelec

What kind of business opportunities does this year’s digital format offer?
This is a tough one. Genelec is a premium brand and our marketing focus this year has been very much dedicated towards our consumer base. I wouldn’t say this year’s digital format doesn’t offer us anything, but rather our own focus on webinars has more precedence.

How important has the NAMM show become to the pro audio market, especially since the launch of its dedicated audio halls a few years ago?
The NAMM Show continues to evolve in the pro audio community simply because technology has brought so many segments of that market together. As a company also focused on commercial install sound, we are happy to see NAMM targeting this audience as well. The introduction of the pro audio hall really consummates the relationships of the manufacturers to the end users and dealers in a singular location. Prior to this, many manufacturers found themselves in areas that left them barely recognisable or totally lost. The new hall has been a great experience. 

Tim Boot, director of global marketing, Meyer Sound  

What are your expectations of the online NAMM 2021 Show?
Meyer Sound is optimistic about NAMM 2021. Virtual trade shows are becoming more the norm, so we hope that the customer experience continues to improve. We always look forward to opportunities to meet with new and existing customers in any format. NAMM proved to be a successful show for us in 2020 and we plan to capture some of that same excitement virtually.

What kind of business opportunities does this year’s digital format offer?
As with a physical trade show, it’s at the start of the new year where we can focus our marketing efforts on products that fit the NAMM audience. This year, we will focus on Spacemap Go, our new spatial sound design and mixing tool, and a new variant of our LEOPARD compact linear line array loudspeaker, which are both intended for live sound applications, among many others. We are hosting a few exciting sessions around those products including a chat with Ed Sheeran’s production team and the electronic duo Mouse on Mars. Also, we are honoured to bring Grateful Dead founding member Bob Weir and CEO of UltraSound Derek Featherstone to NAMM U for a chat on the long strange trip of the Grateful Dead’s live sound.

Did you have any reservations about participating in a virtual trade show?
It takes time to understand the virtual platform and to ensure that Meyer Sound will stand out in this format. It seems that NAMM is doing a good job promoting the show and encouraging registration. The next challenge will be to ensure that Meyer Sound customers can find us at the show.

How important has the NAMM show become to the pro audio market?
We increased our presence at the show in 2020 after experiencing great success with only a small booth space on the audio floor in 2019. The timing at the start of the year works particularly well for North America and Latin America.

Sean Bowman, director of retail sales, Shure

What are your expectations of the online NAMM 2021 Show?
Even in a virtual format, we’re heading into the 2021 NAMM show with similar objectives as we have in years past – to build relationships with our customers and introduce ourselves to new ones. The NAMM organisation has invested in building a digital show structure around engagement, where vendors like Shure can create content and engage live through chat, virtual product demonstrations, and meetings with partners. Plus, without the need to travel, we’re expecting higher domestic and international attendance, so we’re optimistic that this year will be a successful show.

What kind of business opportunities does this year’s digital format offer?
The digital format allows us to connect with more people without the high cost of travel and tradeshows. For example, many artists have had scheduling/travel conflicts with tours or awards shows in years past, but this year they can join Shure’s NAMM experience virtually. Similarly, many of our global customers have not been able to attend or bring their store staffs to Anaheim in years past, but now they can all attend in a setting and time that works best for them.

Did you have any reservations about participating in a virtual trade show?
NAMM has been great to work with on the show features and format. We’re hopeful that attendance is high this year, and that vendors who create interesting and engaging content rise to the top of the feed, to keep attendees engaged.

How important has the NAMM show become to the pro audio market, especially since the launch of its dedicated audio halls a few years ago?
As the way customers use and shop for pro audio continues to evolve, so will the market along with the NAMM show. With digital show engagement, recruiting efforts, new content/formats that help attract new customers to the show, and the incremental business it drives, NAMM remains a very important show for Shure.