NAMM NeXT Europe 2026: executive summit focused on leadership, strategy and industry growth

NAMM (National Association of Music Merchants) has announced the return of NAMM NeXT Europe, an exclusive executive-level summit designed to bring together key figures from the European music products, professional audio, and live event technology industries.

The 2026 edition will take place at the Renaissance Amsterdam Hotel in Amsterdam, Netherlands.

Building on the momentum of its inaugural European edition in 2025, NAMM NeXT Europe 2026 will gather innovators from across the region to connect, collaborate, and drive meaningful industry growth through leadership development, peer exchange, and strategic dialogue.

NAMM NeXT Europe is designed to bring together the professionals who are shaping the future of the industry. By creating a space for open dialogue, shared learning, and actionable outcomes, we are strengthening the foundation for long-term growth across the European and global music ecosystems, says John Mlynczak, president and CEO of NAMM. 

The two-day summit will feature a program focused on emerging opportunities and key business challenges. Attendees will take part in expert-led sessions, collaborative working groups, and executive discussions aimed at delivering practical insights and measurable outcomes.

The program will begin with a welcome reception, offering networking opportunities alongside remarks from NAMM leadership and event sponsors, followed by keynote presentations addressing the global state of the industry and NAMM’s vision for What’s NeXT.

Key sessions include:

• - Economics, Trade and Tariffs: an in-depth analysis of global economic trends and their impact on the music products industry, featuring a leading international economist.
• - The Customer Purchasing Journey in 2026 and Beyond: insights from an external expert exploring evolving consumer behavior, digital commerce, and marketing strategies.

A key element of NAMM NeXT Europe is its interactive, track-based working group format, designed to generate actionable outcomes. Each track will include a core session, facilitated discussions, and a final group report. Tracks for 2026 include:

• - Commercial/Channel Insights (Distribution + Manufacturer): focused on strengthening the commercial ecosystem and identifying opportunities for collaboration.
• - Retail/Customer Engagement + Marketing Execution: exploring modern retail strategies, customer engagement, and conversion in a rapidly evolving landscape.
• - Live Sound/Live Events/Touring Trends: translating insights from large-scale live event operators into opportunities for the wider music industry.

Each working group will produce structured outputs, including key challenges, opportunities, and a 90-day action plan with defined ownership and timelines, ensuring continued momentum beyond the event.

The program will also highlight music education advocacy in Europe, featuring leading organizations and opportunities for cross-sector collaboration to support future generations of musicians. The event will conclude by outlining next steps, including how insights and action plans will be implemented to drive industry-wide impact.

NAMM NeXT Europe continues to be a strategic investment in the global music industry, designed to strengthen leadership, foster partnerships, and address the sector’s most pressing challenges. Following the success of the 2025 Brussels edition—which brought together more than 60 professionals from leading European companies and associations—NAMM continues to expand the NeXT platform as a driver of collaboration and innovation.