The 2021 NAMM Show Cancelled; New 'Believe in Music' Digital Platform to Take Its Place

In light of the COVID-19 pandemic, which continues to worsen in the United States and restrict travel all over the world, and with the health and safety of its members as the first priority, NAMM has announced that it will not be holding its gigantic annual trade show in Anaheim, CA in January 2021. Instead, NAMM will seek to connect the industry with the launch of Believe in Music: The global gathering to unify and support the people who bring music to the world.

Believe in Music, to be held over the week of Jan. 18, 2021, will feature a mix of comprehensive programming and professional education at, as well as an interactive marketplace to connect buyers and sellers. While not The NAMM Show or a virtual trade show, NAMM says the initiative will meet the immediate business needs of its member companies through thought-leader led education for all segments of the industry, networking and AI matchmaking, and business-to-business-focused opportunities to reaffirm and grow business connections, launch new products, share brand initiatives, and engage with customers in real-time.

Joe Lamond, NAMM president and CEO, says, “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. 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.”