The coveted trade show, which is considered as the most significant of its kind in the music retail sector, will be replaced this year by a digital event.
Dubbed as “an interactive marketplace to connect buyers and sellers”, Believe In Music will run for the week of January 18, 2021 as a substitute platform for brands, distributors and retailers.
“Given the current realities of the COVID-19 pandemic and the health and safety of NAMM members as our first priority, it is now clear there is no path forward for an in-person event in California, and we have made the difficult decision to cancel the 2021 NAMM Show,” NAMM organisers stated in an announcement shared today.
“While we are disappointed that we will not be able to gather our NAMM family in-person this January, we are reimagining how to connect all facets of the industry while benefiting those most deeply impacted with the launch of Believe in Music: The global gathering to unify and support the people who bring music to the world.”
“If there’s one common vision, it’s that as a global community, we believe in music. 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.”
Considering Winter NAMM’s prevalence within the gear world, it’ll be interesting to see how industry bodies react to next year’s cancellation, particularly with Summer NAMM’s cancellation four months ago. NAMM sets the tone for what to expect from just about every big retailer in the calendar year, and serves as a crucial networking, sales and marketing platform for many within the MI/audio sector.
Find out more about NAMM’s new Believe In Music initiative here.