“So, now that the NAMM show is over, I guess you folks can take it easy for a while, right?” It’s a remark we sometimes hear (and one I might have even said myself when I worked at Skip’s!) when another NAMM show has drawn to a close. And, to many people, it might appear that NAMM is predominantly about the show. The truth is that the NAMM show—and your support of it—is just the beginning of our “Circle of Benefits” business model. Proceeds from the show go directly back into our industry: through the NAMM Foundation to promote music, music education and by funding important research and charities that grow the market for everyone.
Simply put, the NAMM show is the engine; the NAMM Foundation, the vehicle.
Unlike for-profit show organizers, NAMM is a 501(c)(6) not-for-profit trade association. So, the proceeds from NAMM’s world-class trade shows are invested directly back into NAMM Foundation efforts and causes that ultimately create more musicians. The foundation spearheads advocacy efforts to support music education for all children, pioneers scientific research that explores the benefits of making music and promotes music making through the lifespan, and does it 365 days a year.
The NAMM Foundation has the task of promoting the overall concept of making music, as opposed to any individual company, industry segment or particular product. I believe that’s why NAMM’s breakthrough funding of research relative to music and the brain has been so effective. Scientific research has linked music making with higher intelligence and test scores, better grades in school, higher graduation rates, and lower incidences of teen violence, drug abuse and alcohol abuse, among other important benefits.
Music education is a vital ingredient in creating the skills needed to compete in the 21st century workforce…skills like creativity, innovation and the ability to work collaboratively. Parents have gotten that message, and they fight for music programs for their kids. That support, in concert with widespread public opinion, in turn has been used to lobby for stronger music and arts programs. The result is that, in spite of early claims of its demise—and some of the worst state budgets in history—the school music part of our industry has remained strong and growing, creating players for decades to come.
Through year-round efforts such as our Best Communities for Music Education, the SupportMusic Coalition and our regular Washington DC Advocacy Fly-Ins, the NAMM Foundation is a primary driver in keeping music education in schools. These efforts are steadfast, long-term and magnificently effective. You probably didn’t think your attendance at, and your support of, NAMM’s events contributed to changing the opinions of 300 million Americans to support music, did you?!
When you examine your customer base, you see music-makers of all ages. School-aged kids come in to choose their first instrument and sign up for lessons. Teenagers upgrade from their first guitar so they can shred in a garage band. Adults select that perfect accessory, the dream drum kit or the hard-earned custom instrument for which they have been yearning since they played their first note. These are customers who already believe. They embrace music making and, if nurtured, they will likely be customers for life. NAMM and the NAMM Foundation are the only organizations out there actively promoting music making to people of all ages, situations and origins. Those who are not currently going into your stores or checking out your Web site. We’re “going after the freeway” with messages to those who don’t currently play, but who wish they did.
Through the NAMM Foundation’s Just PLAY public service announcements and partnerships with AARP, VH1 Save the Music, The John Lennon Educational Tour Bus, the Rock and Roll Hall of Fame Corporate Battle of the Bands and the President’s Committee on the Arts and Humanities, NAMM furthers the vision of a world in which the joy of making music is a precious element of daily living for everyone.
I guess what I’m trying to say is that you should feel proud of what you have done to contribute to all of this. Your support of NAMM and the NAMM shows is the reason we get to undertake these important activities. And the results are clear: music is everywhere. And even though we don’t have everyone playing yet, the public opinion polls are on our side and show that music making and music education are as valued now as they’ve ever been.
The NAMM shows are an important part of our industry’s business cycle and calendar. But perhaps even more importantly, through your support of these events, you have contributed to the NAMM Foundation and touched millions of lives, creating a more musical world.
Joe Lamond is NAMM President and CEO.
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