NAMM Readying Believe in Music Week Global Event 1/18-1/22 in Place of In-Person NAMM Show 2021


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Rock Cellar Magazine
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Under normal circumstances, companies and retailers across the music industry (including Rock Cellar) would be busy right now, finalizing plans for the winter NAMM Show, the international trade show that takes place at the Anaheim Convention Center in Southern California every January.

Of course, there’s nothing “normal” about the state of things right now, the COVID-19 pandemic still controlling much of our collective way of life. Back in August, NAMM (The National Association of Music Merchants) announced that due to the pandemic there would be no in-person event this year, with a virtual event called Believe in Music Week scheduled in its place.

That announcement came with a statement from organizers:

Given the current realities of the COVID-19 pandemic and the health and safety of NAMM members as our first priority, it is now clear there is no path forward for an in-person event in California, and we have made the difficult decision to cancel The 2021 NAMM Show.

While we are disappointed that we will not be able to gather our NAMM family in-person this January, we are reimagining how to connect all facets of the industry while benefiting those most deeply impacted with the launch of Believe in Music: The global gathering to unify and support the people who bring music to the world.

The Believe in Music online NAMM experience is scheduled for Jan. 18-22, and while not the same as the hustle-and-bustle of the actual trade show (read our recap of 2020’s event here), the Believe in Music event still has plenty to offer. Per NAMM’s press release:

While not The NAMM Show or a virtual tradeshow, the initiative will meet the immediate business needs of NAMM 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.

Just as you’d see at the in-person trade show, a number of music icons are also participating in this virtual event.

In addition to matching up companies and retailers with potential buyers, the event will also host, on Jan. 20, a global live stream of music performances featuring a mix of more than 40 emerging and established musical acts spanning 23 countries and six continents. All told, the live stream will go longer than 12 hours and ought to have a little something for everybody — much like the actual trade show does in its traditional format.

Jan. 22, meanwhile, will bring a virtual edition of the She Rocks Awards, always one of the weekend’s most exciting events:

Registration information for Believe in Music Week is available at this link.

There is an abundance of additional programming and events of all kinds planned for Believe in Music Week, so click here for full details and to take a look at everything NAMM is offering in this very unique presentation.


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