Founded in 1901, NAMM is the not-for-profit association that strengthens the $17 billion global music, sound and event technology products industry. Its association and its trade shows are the crossroads for professionals seeking the latest innovations in music, recording technology, sound, stage and lighting.
Joe Lamond. Membership also includes access to the latest industry news and education, music advocacy opportunities and cost-saving programs. All of these activities and programs are designed as part of what we call our "circle of benefits" model to promote music making for people of all ages and to help create a more musical world.
ISP Música. The past five years have brought tough times for the industry. Many manufacturers and professionals are broadening their outlook to parallel sectors, such as audio, events, audiovisual and new technologies. However, it is necessary for strong companies (such as The NAMM Show) to drive and help the industry through communication across the entire channel (from manufacturer to consumer), as well as through the exchange of ideas among the industry's most relevant professionals.
What changes have you noticed in recent years in the musical instrument industry?
I see an interesting situation developing. On the one hand, technology is driving incredible innovation; electronic instruments, recording and the technology used at live events are better, faster and less expensive than ever. Also, everything becomes obsolete quickly, as the next model is even better than the last. And at the same time, I see an insatiable appetite for handmade and custom instruments and gear that will last forever. I think there is a careful balance between what's new and what's trending, and advancing the ability to make music in a multitude of ways, while honoring the integrity of time-honored traditions and craftsmanship.
Is it an evolution in the type of product, in the buyer, in strategy, in the distribution channel itself?
There have certainly been many changes in NAMM's 118-year history; it's hard to imagine that Thomas Edison had just patented the light bulb when we started. So yes, the industry and its business model continue to evolve, and amid all this change, we have seen our role as a member-driven organization as a reliable and predictable platform for our industry to come together. We believe it is NAMM's member companies that make all the magic happen, and we are grateful for the trust they have placed in us to produce The NAMM Show on their behalf.
Are there good prospects for manufacturers, distributors and professionals to strengthen their business in the industry?
There is a natural cross-pollination that happens when the industry comes together at The NAMM Show: the opportunity to explore new concepts and new business avenues and build relationships for future business means that, together, these cross-market opportunities help us integrate better and strengthen business and knowledge. If we all row in the same direction, we'll get good results.
Do you see a relationship and synergy between the audio market, events and the music industry?
The global music and sound products industry is a complicated, interrelated ecosystem. In my case, I've been a professional musician, I've worked in music retail, I've done commercial installations and I've toured as a tour manager and production manager. I imagine there are many industry participants whose careers have evolved over time, but the glue that binds us all together is our passion for music, and perhaps that's the one thing we've never forgotten: the importance of music. In many ways, The NAMM Show is the crossroads of the industry and a real-time reflection of it: music isn't made, sold or performed in a silo, and the growing use of technology to make, record and perform music has naturally led us in this direction.
What kind of pro audio exhibitors will we see at NAMM this year? PA, consoles, structures, networked audio and technology?
With more than 2,000 exhibitors and 7,000 brands, the pro audio spectrum represented ranges from products and technologies supporting the home and hobbyist creator to complete line array systems found on major concert tours; these will be demonstrated in the arena at the Anaheim Convention Center. The incredible innovations from exhibitors of products, software and technologies will be on display: it's truly mind-blowing!
Given the connection with the stage, does NAMM currently feature manufacturers or solutions related to lighting, LEDs and video walls? Or does that remain outside the show's activity?
Of course! As the crossroads of the industry come together at NAMM, we are seeing more and more systems integrators, lighting designers and manufacturers coming together to find those comprehensive solutions throughout the NAMM show floor. Our relationship with ESTA, the Entertainment Services and Technology Association, offers professionals in this field access to the best certifications, sessions and networking events for the industry.
As for seminars and training: how does The NAMM Show plan to help visitors?
Our relationships with A3E, the Audio Engineering Society (AES), the Entertainment Services and Technology Association (ESTA), Audinate's Dante certification and training program, and our TEC Tracks education offer members first-class professional training designed to enhance or accelerate their careers. For someone working in pro audio, the live sound space or event technology, it's a great opportunity to come, learn new lessons and applications, and see the latest gear from the best manufacturers on the exhibit floor. In the case of event technology, they can take part in a variety of classes and/or one of the four ETCP certification areas with ESTA. With more than 400 education sessions scheduled, it would be hard to pick just one. Members looking to expand their repertoire and learn from expert presenters through carefully curated sessions will find the opportunity to do so at The NAMM Show.
How does NAMM help the manufacturer? And the distributor? Sales, training, exposure, business ideas?
Business ideas and inspiration can be found by attending one of the NAMM U sessions, starting each morning with a "breakfast session" focusing on overall strategies designed to share best practices and impart business inspiration. On Thursday, we'll host the "Breakfast of Champions," with surprise guests who will explore the concept of originality and offer the insight and inspiration to help NAMM members navigate the future. On Friday, leading futurist and innovation expert Daniel Burrus will unpack "what's next" in music retail; and on Saturday, marketing, sales and branding expert Scott Stratten will address the "disruption" factor and how trust, connection, consistency and service to your customers are what win in a hypercompetitive environment, with "How to Win in the Age of Disruption." On Sunday, "Best in Show," led by Upbeat Daily and Music Inc. editor Frank Alkyer and a panel of retail store owners and professionals, will share their product picks from the exhibit floor.
After each breakfast session, the idea generation continues at the NAMM Idea Center. Located in the lobby of the Anaheim Convention Center, NAMM U will offer more than 40 different sessions throughout the day. Sessions include thought-provoking ideas, tips and tricks that have been successful in today's retail, and strategies designed to drive innovation. Industry leaders and subject-matter experts will cover a wide range of topics, including "Decoding Google: Advanced Strategies for Business," "YouTube Tricks for Music Retailers", "How I Got More Than 1,000 Students", and best practices in finance, employee engagement, increasing foot traffic, merchandising and more.
For those retailers and distributors looking for a competitive edge, on Wednesday, January 23, before the official opening of the show, members are invited to attend the new Retail Innovation Summit. The all-day summit will present a future-focused experience, hosted by world-renowned retail guru Bob Phibbs, "The Retail Doctor." Phibbs will cover the major trends, including new technologies, retail shifts and other aspects that shape the customer experience, and will offer solutions for scaling the business to meet them.
What will visitors find exclusively at NAMM 2019?
I think some of the most important aspects of The NAMM Show are found in the creative and often incredible efforts of our exhibiting members. The energy they put into bringing their own training, along with the amazing parties and concerts, creates some of the most memorable moments at NAMM. I suspect that will be the case again in 2019.
Is there anything new at your event this year?
For me, the most important new thing at this year's NAMM Show is the total focus on the attendee experience. People travel from all over the world to Southern California to advance their business goals, build their careers and become more successful. Everyone who comes to The NAMM Show has access to a gold mine of information, education and inspiration. Each show starts as a blank sheet of music, and our members and staff build it from there. Our world is constantly changing, seemingly faster and faster; I've attended NAMM for 37 years and no two shows are alike.
Any comment you'd like to add for all the music and show lovers around the world who follow ISP Audio & Light magazine?
We welcome all members of the industry to The NAMM Show. And although the investment is not insignificant, and possibly includes a very long trip, I personally believe it will propel each and every one who comes to greater success in the coming year.
*Translation: Paloma P. Hermoso
