Registration for NAMM’s virtual Believe In Music Week is open

The virtual edition of the annual trade show kicks off on 18 January.


Photo: Jesse Grant / Getty

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Registration has opened for NAMM’s Believe In Music Week, a virtual edition of the annual trade show. The event, which takes place from 18-22 January, will stand in for the cancelled in-person NAMM Show in Anaheim, California.

The virtual affair will play host to an interactive marketplace where brands can launch new products. It also also makes use of AI matchmaking to link buyers and sellers from around the world.

Believe In Music Week will also broadcast hours of professional educational content and artist performances on the companion site, BelieveInMusic.tv. The programs are designed to help music professionals stay up to date with the latest happenings in the industry.

This year’s recipients of the Music for Life award, Garth Brooks and Melissa Etheridge, will sit down for an extensive interview in one of the programs. Several award shows, including the Top 100 Dealer Awards and 36th NAMM TEC Awards will also be hosted on the site.

Joe Lamond, president and CEO of NAMM, called Believe In Music Week “a critical step” for the music retail industry – particularly with the pandemic in view.

“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,” Lamond said in a statement.

“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,” he continued. “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.”

You can register for Believe In Music Week here.

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