Due to the COVID-19 pandemic, and with the health and safety of its members as its number-one priority, NAMM is reimagining how to connect all facets of the music industry. In lieu of Winter NAMM in 2021, the organization is launching a virtual “Believe in Music” week.

Believe in Music, to be held over the week of January 18, 2021, will feature a mix of comprehensive programming and professional education at believeinmusic.tv, as well as an interactive marketplace to connect buyers and sellers. While this won’t be the same as The NAMM Show or a virtual trade show, the initiative will meet the immediate business needs of NAMM member companies through education sessions led by thought leaders, networking and AI matchmaking, and business-to-business-focused opportunities.

“While it remains unsafe for us to gather in person in January, Believe in Music week will use new, intuitive technology to connect us all to harness the incredible energy that happens when we come together,” Joe Lamond, NAMM President and CEO, said. “With a robust marketplace to launch new products and share your brand story, Believe in Music will also feature networking and matchmaking for our buyers and our sellers, education for all segments of the industry, and live music and concerts. And just like at all NAMM events, these activities will raise awareness and financial support to serve our NAMM family across our Circle of Benefits model. Believe in Music week will be a critical step for our industry to help us prepare for the new year and new opportunities.”

The week-long celebration will welcome domestic and international NAMM members from the music instrument, pro audio, live sound and live event segments, along with artists, media and policymakers. Participants from GenNext, Music Education Days, and Nonprofit Institute will also be present.

The annual events that typically take place at Winter NAMM will now be held during Believe in Music week. The 36th TEC Awards will recognize the individuals, companies and technical innovations behind the sound of recordings, live performances, films, television, video games and multimedia. The Top 100 Dealer Awards will also be celebrated during the week. Now in its 10th year, the annual awards honor music retailers who have demonstrated a commitment to best practices, creativity and innovation in retail.

Along with the award shows, music advocates will come together for The Grand Rally for Music Education. The annual event convenes music education advocates for a celebration of the benefits and pleasures of making music.

Additional details of these events, receptions and other activities will be provided in the weeks to come.

“If there’s any one common vision, it’s that as a global community, we believe in music,” Lamond concluded. “We believe in the future of music and in the future of our industry, and in this moment, we will unite and support music makers around the world.”

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