Unlock 2026 Business Insights With NAMM U Education at The NAMM Show
The NAMM U schedule for The 2026 NAMM Show is now live — and brimming with ideas to power your business forward. This year’s program delivers everything from immersive workshops to dynamic Breakfast Sessions and practical how-to presentations. And supplementing NAMM U, you’ll also find specialized education tracks for pro audio, entertainment technology and music education, making The NAMM Show the global epicenter of innovation.
It's never too early to start planning your experience. Take a few minutes to explore the schedule in The NAMM Show app, mark your must-attend sessions and use the show-planning feature to customize your experience.
Also, after diving into the NAMM U lineup, several key business trends for 2026 emerge, revealing a window into where the industry is headed next. Here’s what to expect in the year ahead — and let NAMM U be your roadmap to get there.
The AI Imperative
2026 will mark a tipping point for AI, where it shifts from concept to a workflow-level essential for many businesses. This year’s sessions will explore how to use AI to improve everything from marketing efficiency and inventory control to SEO and customer engagement. In short, AI could be one of the great equalizers for businesses looking to scale. For more on this, arrive at The NAMM Show before exhibits open for “How to Make AI Work for You” — and a suite of other high-impact sessions — on Wednesday, January 22.
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The Business of Experiences
Memorable, emotionally resonant experiences drive loyalty and sales. In this new reality, the music retailer has been recast as a curator of connection. Storytelling and sensory engagement play an even larger role in the digital age. Also on Wednesday, don’t miss “Innovative Customer-Experience Strategies to Drive Loyalty and Profitability.” Prepare for proven concepts from inside and outside the industry that you can put into practice right away.
The Business as a Creator
Every business, from the community music store to global brand, now plays the role of creator and influencer. This means consistently producing story-driven, platform-specific content to meet your customers where they are. NAMM U will be connecting marketing creativity directly to measurable business outcomes with sessions on digital strategy, influencer marketing, Amazon strategies and audience building. Find more of this on Tuesday and Wednesday before exhibits open, as well as throughout the show in spades at the NAMM Idea Center.
Evolving Leadership
The music industry’s ecosystem is changing generationally, demographically and operationally. Disruption calls for leadership styles that emphasize empathy as much as adaptability. It’s a subtle shift for some, a full-on reinvention for others. For the first time, Women of NAMM will host a half-day workshop, “Leadership Amplified,” on Wednesday, January 21 to offer practical strategies for female professionals to elevate their leadership strengths. Also, the NAMM Idea Center will feature “How to Lead With Confidence When the Future Is Unclear” for retailers and brands looking to turn uncertainty into a leadership opportunity.
This is just a snapshot of what you can expect in 2026. Join us in January for NAMM’s global celebration of innovation, networking and education. We can’t wait to see you there!
About the Author
Zach Phillips serves as NAMM’s director of member services, where he oversees the organization’s education and membership initiatives. He previously served as director of professional development, where he led NAMM’s education programs for business, pro audio and live event professionals. He was also the editor of Music Inc. and UpBeat Daily magazines, as well as a contributor to NBCChicago.com.