A convergence of 93,226 industry leaders, buyers, sellers, music educators, artists, media and music makers from 187 countries and territories gathered this past week to take part in NAMM's Believe in Music week, the online, global gathering to unify and support the people who bring music to the world.
The event, which spanned Monday, January 18 – Friday, January 22, saw industry professionals virtually convene in 983 special sessions and events, engage with 611 hours of live-streamed and programmed content, which included nearly 200 education, training and professional development sessions presented by 391 speakers, and experience new products from 1,227 participating brands in the Marketplace.
“While we knew we could not truly replicate The NAMM Show, we felt that this unprecedented time made it even more important for us to gather the global industry with a Marketplace to launch new products, provide an extraordinary education campus and to bring everyone together as a community to promote music and to set the stage for industry recovery and growth,” said Joe Lamond, NAMM President and CEO. ‘What surprised me the most was the incredible amount of quality content that was created by NAMM and our members for Believe Week and the fact that we might have inadvertently just created the best music social network out there.”
Chris Martin, NAMM Chair and CEO of Martin Guitar, said, “As you may have heard, the guitar business is pretty good despite the ongoing challenges of the pandemic. While some of us are doing ok, other members of our association and the communities they serve to continue to struggle. Believe in Music week served to help those in need while benefitting the industry at-large with education and the opportunities to connect.”
With its mission to support the people who bring music to the world, generous members and participants raised or pledged nearly $500,000 in matched funds for 12 nonprofit beneficiary organizations as well as other NAMM Foundation charities that work to advance access to music-making. The idea for the matching campaign was conceived and led by NAMM Chair and CEO of Martin Guitars, Chris Martin.
After witnessing the devastating impact of COVID-19 across the industry, Chris and Diane Martin offered a personal donation of $100,000 to kick-off the giveback campaign and matching program. Industry leaders who donated include Joe Castronovo, Korg USA; JC Curleigh, Gibson; David Kalt; Chris Lombardi, Drum Workshop; Joel Menchey, Menchey Music Service; Tom Sumner, Yamaha; Chuck Surack, Sweetwater; Chris White, White House of Music; and Andy Zildjian, Sabian; and others, as the donations continued to come in in the days after Believe week. Read the release here.
On the opening day of Believe TV, Fred and Dinah Gretsch, the Gretsch Company and Jerry Ash and the Ash Family also announced the creation of the Bernice Ash Memorial Scholarship Fund in The NAMM Foundation.
The event took place on the Swapcard platform and created a social network of industry activity from members found across the globe to network, learn and be inspired. At press time, 33,379 international registrants - from Afghanistan to Zimbabwe - representing over 187 countries and territories - attended.
“The Yamaha team put a ton of effort into bringing our dealers and customers a great experience at Believe in Music week. Our team members met with hundreds of our dealers and many of them noted they were the best meetings they have ever had—either in person or virtual. And tens of thousands of customers dug into the content we presented in our 11 virtual booths,” shared Tom Sumner, President of Yamaha Corporation of America. "'The Sound of Us' (film) was a moving experience for anyone that plays or just loves music. The Yamaha team was really pleased with this virtual version of our most important event of the year.”
On the opening day of Believe TV, Fred and Dinah Gretsch, the Gretsch Company and Jerry Ash and the Ash Family also announced the creation of the Bernice Ash Memorial Scholarship Fund in The NAMM Foundation.
The event took place on the Swapcard platform and created a social network of industry activity from members found across the globe to network, learn and be inspired. At press time, 33,379 international registrants - from Afghanistan to Zimbabwe - representing over 187 countries and territories - attended.
“The Yamaha team put a ton of effort into bringing our dealers and customers a great experience at Believe in Music week. Our team members met with hundreds of our dealers and many of them noted they were the best meetings they have ever had—either in person or virtual. And tens of thousands of customers dug into the content we presented in our 11 virtual booths,” shared Tom Sumner, President of Yamaha Corporation of America. "'The Sound of Us' (film) was a moving experience for anyone that plays or just loves music. The Yamaha team was really pleased with this virtual version of our most important event of the year.”
“As they say in the music business, ‘the show must go on’ even if it means trying something completely different,” said James “JC” Curleigh, President and CEO of Gibson Brands. “The team at NAMM truly demonstrated the right balance of professionalism, passion, and perseverance for virtual NAMM 2021. We all Believe in Music.”
At the Marketplace, the latest technologies and gear were presented across brand experience pages, showcasing brand stories and information, along with special events. At press time, 768 brand events were held throughout the week.
Three main TV stations, Believe, Artist, and Gear TV, offered live interviews, new gear features and special performances. On Thursday and Friday, Believe TV served as the main hub of activity and featured the likes of Lamond and co-host Herb Trawick (Pensado’s Place) for two full days of industry updates, interviews with "Unsung Heroes," and a series of special events.
Each morning began from the live anchor desk at Gnarlywood Studios in Carlsbad, California, featuring live interviews with multi-platinum, GRAMMY® award winners Garth Brooks and Melissa Etheridge as the recipients of 2021's "Music for Life" award.
On Friday morning, Gibson Brands President and CEO James “JC” Curleigh shared his thoughts on the state of the industry and a rising generation of new creators and players, and ways to connect.
After, Melissa Etheridge joined Lamond and Trawick for a live interview on her career, the pandemic, and pivoting to her online platform, Etheridge TV. Following the interview and performance, a special Martin Guitars Jam in Place featured a performance from guitarist John Mayer.
Brooks and Etheridge joined other artists at Believe week, including Glen Ballard; Jackson Browne; Chick Corea; deadmau5; Nathan East; Lzzy Hale; Orianthi; Patrice Rushen; Billy Bob Thornton; Diane Warren; and more. Legendary composer Mel Brooks, presented by Hal Leonard, shared the story behind some of his most memorable compositions; Jimmy Jam and Terry Lewis, presented by Roland, discussed the intersection of the artist and product relationship; and keys legends Herbie Hancock, Greg Phillinganes, James Poyser, Terrace Martin, and Robert Glasper joined Korg to discuss their approach to making music.
Education to Meet the Challenges of Today and the Opportunities of Tomorrow
With industry experts participating in Believe week, members had the opportunity to connect with thought leaders through nearly 200 education sessions designed to engage, inform and inspire new ideas, as well as to further careers and prepare for the future.
Business for the New Future
Education to Meet the Challenges of Today and the Opportunities of Tomorrow
With industry experts participating in Believe week, members had the opportunity to connect with thought leaders through nearly 200 education sessions designed to engage, inform and inspire new ideas, as well as to further careers and prepare for the future.
Business for the New Future
The NAMM U Business Track brought together top minds to offer actionable strategies, tactics, and best practices for music retailers and brands to navigate to the next level.
Audio Production and Technology Track
Sessions for recording, live sound, house of worship professionals, and music technologists dove into the latest tools, tips, and innovations while also exploring the landscape of new technology. Programs included TEC Tracks, which offered big-picture sessions and high-profile topics in recording, live sound, and music business, featuring industry thought leaders.
Highlights included interviews with top producers, engineers, and artists, including Dave Cobb, Craig Bauer, John Boylan, Suzanne Ciani, and Peter Asher, and live streaming and remote music production tips sessions for audio professionals.
Entertainment Technology Track
Entertainment Technology Track
A suite of sessions curated by ESTA (Entertainment Services and Technology Association), along with Pro Production Sessions presented by Front of House and Projection Lights & Staging News magazines, and Lighting&Sound America/PLASA, offered entertainment technology professionals a range of knowledge and credit opportunities.
Artist Track
For emerging and established artists, songwriters, and studio musicians, the Artist track covered the new music industry landscape and tips for success. Presenters included Suzanne Ciani, Russ Kunkel, and Leland Sklar, and just a few topics included getting on a streaming playlist, making a living in the new music industry, looping techniques and music release strategies for a streaming world.
The NAMM Foundation Track
The NAMM Foundation Track
Music and arts advocates, nonprofit management, and music education professionals joined in 53 sessions and special events from The NAMM Foundation track. The programming included GenNext, a collaboration between The Foundation and The College Music Society (CMS), which offered college-aged students and faculty access to career and professional development opportunities; Music Education Days for school music teachers and administrators to preview the latest instruments, products, and tools relevant to today's changing music classrooms; Music and Social Justice to discuss diversity and inclusion, and the role of music; Music and Wellness, to explore better living through music for lifelong learners seeking health enrichment; and the Nonprofit Management Institute to provide music nonprofits resources to grow and succeed.
Notable Believe in Music Moments
Notable Believe in Music Moments
Wednesday, January 20, kicked off with a 12-hour long Global Livestream. It began with 11-time Australian Blues Music award-winner and "Oz Roots & Blues Icon" Lloyd Spiegel and made its way around-the-globe featuring the likes of Brass for Africa, an Uganda-based music charity that delivers music education with integrated life-skills training to over 1,000 young people in Uganda, Liberia and Rwanda; NEEDSHES, a Moscow-based alt-rock band from Uzbekistan; veteran Filipino alt-rock band Mayonnaise; Lithuanian pop sensation and actress Jurga; Turkish jazz guitarist Cem Tuncer; Spain's flamenco-inspired singer-songwriter El Kanka; Peru's emerging hip hop artist A.C.O.; acclaimed New York jazz and classical pianist and composer, Dan Tepfer; and North Carolina's guitar sorceress Christie Lenée, among others.
On Thursday morning, 15 Taylor Guitars artists, including Jon Foreman (Switchfoot), Keith Goodwin (Good Old War), and Taylor's own Andy Powers, performed "I Know What Love Is," an anthem inspired by the COVID pandemic. The performance, which included a small and socially-distanced audience, marked the global debut of the new song, which features 50 artists including Zac Brown, Jason Mraz, KT Tunstall and others, with all proceeds from sales of the single benefiting MusiCares.
Also on Thursday, pianists joined together for a global celebration unlike any other at Worldful of Pianos. The event, held in an online video environment, featured five luminaries streamed live from the Steinway & Sons Piano Factory in New York. In total, 110 pianists from Canada, France, Greece, Haiti, India, Iran, Ireland, Israel, Italy, Mexico, Russia, Singapore, South Korea, Spain, St. Maarten, Tunisia, United Kingdom, and the United States participated by downloading Mozart's Rondo Alla Turca, enabling them to play along with the ensemble during the live event.
On Friday, the celebratory gathering of The Grand Rally for Music Education was held. The annual event welcomed world-renowned soprano Renée Fleming, in conversation with music researcher Dr. Nina Kraus of Northwestern University; and Gustavo Dudamel, artistic and music director of the Los Angeles Philharmonic, in conversation with Liliana Morales, an alumna of YOLA (Youth Orchestra Los Angeles), Maestro Dudamel's El Sistema-inspired education program. As part of two interview segments, Ms. Fleming and Dr. Kraus shared the vital role of music in learning for people of all ages, including updates on current research on its impact and benefits. Maestro Dudamel and Ms. Morales offered their perspectives on the importance of music during this time of the pandemic, music's role in addressing social justice and, why music education is a fundamental right for all children.
Following the celebration, Yamaha Entertainment Group debuted The Sound of Us, a documentary directed by nine-time Emmy award-winning producer and Yamaha Artist Relations Group/Yamaha Entertainment Group's chief artist relations executive Chris Gero. The film illustrates that during this critical time in history, music gives sound to hope and courage, allows us to grieve and be honest, and is the great, universal language that unites us all. The documentary featured interviews and performances with well-known artists including Ben Folds, Hiromi, Sarah McLachlan, Preservation Hall Jazz Band, Antonio Sanchez, Patti Smith, Avery*Sunshine, Butch Walker, Eric Whitacre, and Will Wells.
Honoring the Industry's Leaders and Innovators
On Friday, the celebratory gathering of The Grand Rally for Music Education was held. The annual event welcomed world-renowned soprano Renée Fleming, in conversation with music researcher Dr. Nina Kraus of Northwestern University; and Gustavo Dudamel, artistic and music director of the Los Angeles Philharmonic, in conversation with Liliana Morales, an alumna of YOLA (Youth Orchestra Los Angeles), Maestro Dudamel's El Sistema-inspired education program. As part of two interview segments, Ms. Fleming and Dr. Kraus shared the vital role of music in learning for people of all ages, including updates on current research on its impact and benefits. Maestro Dudamel and Ms. Morales offered their perspectives on the importance of music during this time of the pandemic, music's role in addressing social justice and, why music education is a fundamental right for all children.
Following the celebration, Yamaha Entertainment Group debuted The Sound of Us, a documentary directed by nine-time Emmy award-winning producer and Yamaha Artist Relations Group/Yamaha Entertainment Group's chief artist relations executive Chris Gero. The film illustrates that during this critical time in history, music gives sound to hope and courage, allows us to grieve and be honest, and is the great, universal language that unites us all. The documentary featured interviews and performances with well-known artists including Ben Folds, Hiromi, Sarah McLachlan, Preservation Hall Jazz Band, Antonio Sanchez, Patti Smith, Avery*Sunshine, Butch Walker, Eric Whitacre, and Will Wells.
Honoring the Industry's Leaders and Innovators
The Top 100 Awards made its move to Believe TV in a live broadcast, which saw the industry virtually gathered to celebrate the spirit of the music retailer and to applaud their accomplishments, resilience, and commitment to serving music makers.
On Friday, at the 36th TEC Awards, a 35-year retrospective was presented, and winners in 22 technical and seven creative excellence categories were announced and honored. The annual event recognizes the exemplary achievements and innovations behind the sound of recordings, live performances, films, television, video games and multi-media. See the full list of winners here.
Also on Friday, the Parnelli Awards honored past award recipients in special event, “Keep the Torch Lit, 20 Years of Parnelli Awards” retrospective. The two-decade highlight reel also offered a memorial video saying goodbye to those we've lost this year, and some well-wishes and words from Parnelli Awards Executive Producer Terry Lowe, Chairman of the Board of Advisors Marshall Bissett, and TPI's Michael and Elizabeth O'Keefe.
Closing out the week, the evening featured a celebration of outstanding women in the industry at the She Rocks Awards.
On Friday, at the 36th TEC Awards, a 35-year retrospective was presented, and winners in 22 technical and seven creative excellence categories were announced and honored. The annual event recognizes the exemplary achievements and innovations behind the sound of recordings, live performances, films, television, video games and multi-media. See the full list of winners here.
Also on Friday, the Parnelli Awards honored past award recipients in special event, “Keep the Torch Lit, 20 Years of Parnelli Awards” retrospective. The two-decade highlight reel also offered a memorial video saying goodbye to those we've lost this year, and some well-wishes and words from Parnelli Awards Executive Producer Terry Lowe, Chairman of the Board of Advisors Marshall Bissett, and TPI's Michael and Elizabeth O'Keefe.
Closing out the week, the evening featured a celebration of outstanding women in the industry at the She Rocks Awards.
Future Outlook
The “Best in Show” panel session displayed the biggest products and technologies in the Believe in Music Marketplace as chosen by a panel of industry gear experts.
At present, the industry looks forward to gathering in Nashville at Summer NAMM, July 15-17, 2021 at Music City Center.
Until then, band together on the Believe in Music platform, open to all until February 28, 2021.
At present, the industry looks forward to gathering in Nashville at Summer NAMM, July 15-17, 2021 at Music City Center.
Until then, band together on the Believe in Music platform, open to all until February 28, 2021.
BELIEVE IN MUSIC FACTS AT A GLANCE (At press time*)
93,226 Attendees
1,227 Brands
Nearly $500,000 in Donations Raised
33,379 International Attendees
187 Countries and Territories
768 Brand Events
611 Hours of Content
36 Hours of Livestream
983 Sessions and Events
391 Speakers
1,227 Brands
Nearly $500,000 in Donations Raised
33,379 International Attendees
187 Countries and Territories
768 Brand Events
611 Hours of Content
36 Hours of Livestream
983 Sessions and Events
391 Speakers
*The Believe in Music platform is accessible until 2/28
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