The Experience Economy: Redefining Retail and Brand Connection for Musicians

Today’s most successful music retailers and brands are creating more than transactions — they’re redefining the customer experience. In this NAMM Idea Center session from The 2026 NAMM Show, Martin Guitar CEO Thomas Ripsam and industry leaders from top companies (Sarah Yule of Orange Amplification and Dominic Wagner of Thomann) shared an inside look at how retailers and manufacturers can create immersive, authentic and emotionally resonant connections that inspire musicians and strengthen brand loyalty in the modern experience economy. The session was moderated by Mike Nelson of Martin Guitar.