Registration Opens for The 2027 NAMM Show — the Music Industry’s Can’t-Miss, Must-Attend Global Gathering

CARLSBAD, CALIF., September 9, 2026 — NAMM (The National Association of Music Merchants), the world’s largest not-for-profit music trade organization, today announced that registration ( is now open for The 2027 NAMM Show, taking place January 26–30, 2027, at the Anaheim Convention Center in Anaheim, Calif. Register for The 2027 NAMM Show: https://www.namm.org/thenammshow/registration-process

For five days, the global music industry will converge in Anaheim for the most consequential week on the music products calendar — bringing together the people, products, ideas and experiences shaping the future of music and live entertainment. The 2027 NAMM Show will unite manufacturers, retailers, distributors, artists, creators, technology professionals, educators, media, influencers and industry leaders for business, product discovery, professional development, live music, networking and celebration.

If you are part of the global music industry, this is where you need to be.

The main exhibition floors open January 28–30 for three days of immersive brand experiences, product launches, hands-on demonstrations, business meetings, creator engagement and discovery across the global music products landscape. The experience begins two days earlier, with education, professional development, networking, special events and industry gatherings beginning Tuesday, January 26.

Following three years of transformation — and building on the momentum of NAMM’s milestone 125th anniversary celebration in 2026 — The 2027 NAMM Show is bigger in ambition and broader in reach than ever before. It is no longer simply a trade show. It is the global platform where commerce, content, education, innovation, creator culture, professional development and industry celebration converge.

“The NAMM Show has evolved into a global platform that brings together the people, products and ideas shaping the future of music,” said John Mlynczak, NAMM president and CEO. “The 2027 show builds on that momentum with more opportunities to do business, experience incredible brands throughout the show and the diversity of our industry, connect with live musical performances and content creators, plus celebrate the achievements of our global industry throughout the entire week.”

The Scale of The NAMM Show is Unmatched

In 2026, more than 60,000 attendees from 122 countries, regions and territories gathered in Anaheim, representing an estimated $9.8 billion in buying power. More than 8,650 international attendees participated, demonstrating that The NAMM Show has become one of the most influential global business gatherings in the music products industry.

The results are equally powerful: 92% of exhibitors reported connecting with their target audience, while 90% of attendees said they saw the brands they came to see.

For brands, retailers and professionals, The NAMM Show is where business gets done, relationships are built and the next opportunities emerge. But the audience is no longer limited to buyers and sellers.

The Creators Shaping What the World Discovers Next

Artists, creators, performers and influencers have become an essential part of The NAMM Show — and an increasingly powerful force in how music products are discovered, evaluated and adopted.

Artists and performers represented 26.1% of all attendees in 2026, while creator-generated content from the show reached more than 70 million social media views, with creator reach growing at an 83.6% annual rate since 2023.

In 2026 alone:

• Creator and influencer content generated more than 70 million social media views.

• More than 2.1 million likes and nearly 50,000 comments were generated through creator coverage.

• NAMM’s Instagram channels reached 553,000 accounts and generated 5.7 million views.

• Creator Lounges, Creator Studios and expanded influencer programming gave brands new ways to connect directly with the people driving global conversation around music.

The result is an event that extends far beyond the convention center. The products, people and stories discovered at The NAMM Show continue to travel around the world through creators, media and digital channels.

Five Days Built to Experience the Future of Music

The 2027 NAMM Show delivers a continuous calendar of experiences from January 26 through January 30.

Tuesday, January 26 — The Education Begins Here

The week opens with education, networking, professional development and special events, including the NAMM Succession Summit, NAMM Financial Summit and inaugural NAMM Music Education Advocacy Summit.

Wednesday, January 27 — Ideas, Innovation and Global Announcements

Wednesday brings an expanded professional-development lineup, including the new NAMM AI Marketing Summit, TEC Tracks Studio Summit, TEC Tracks Live Sound Summit, Entertainment Technology Summit, Women of NAMM: Leadership Amplified and Music Education Leaders Summit.

The day will also feature the NAMM Retail Awards and Global Media Day, where leading brands will unveil product and business announcements alongside live musical performances.

Thursday, January 28 — The Show Floor Comes Alive

The inaugural TEC Tracks Sync Summit will explore the rapidly evolving world of music placement, sync and entertainment.

Then the main exhibition floors open for three days of product discovery, demonstrations, business meetings, creator engagement and immersive brand experiences.

Hundreds of brands will bring instruments, audio equipment, technology, lighting and emerging innovations to life through flagship spaces, boutique exhibits, hands-on demonstrations and interactive activations.

New for 2027, the Percussion Showcase will create a dedicated destination in Hall C, featuring leading brands and live demonstrations throughout the day.

Thursday night continues with the TEC Awards, Backline Talk Awards and Bass Magazine Awards. The Bass Magazine Awards will move to the ACC Arena, sponsored by RCF, becoming an official on-campus NAMM event with an all-star lineup of honorees, collaborations and live performances. Lastly, The Yamaha Grand Plaza Stage will light up with a truly spectacular musical celebration at 6:00 PM

Friday, January 29 — Music, Education and Industry Excellence

The day begins with the Grand Rally for Music Education, spotlighting the transformative role of music education through performances and stories from around the world.

Throughout the day, attendees will experience product demonstrations, networking, education, creator engagement and live music before the evening’s Parnelli Awards, celebrating excellence in live event production. Yamaha will present another evening of remarkable music on The Yamaha Grand Plaza Stage at 6:00 PM.

Saturday, January 30 — The Industry Comes Together

The final show day begins with Best in Show, celebrating standout products, innovations and services introduced during NAMM week.

The week concludes with the She Rocks Awards, honoring women making a significant impact across music and audio through an evening of performances, recognition and celebration.

Education. Connection. Inspiration. Business.

Education continues to be a central focus of The NAMM Show.

In 2026, more than 250 education sessions generated over 91,000 engagements, covering business strategy, the creator economy, recording, live sound, music education, emerging technologies and other issues transforming the industry.

The 2027 program expands that opportunity with new summits and experiences designed for the full breadth of the global music community — from entrepreneurs and executives to retailers, artists, educators, engineers, creators and technology professionals.

Live Music is the Soul of The NAMM Show

Across the NAMM campus, attendees will experience performances and appearances from emerging artists, creators, celebrated performers and industry icons, celebrating the music, technologies, products and people that make the entire ecosystem possible.

The past three NAMM Shows have featured artists and groups including Jon Batiste, Jacob Collier, Queen Cora, Billy Corgan, Green Day, Primus, Charlie Puth, Chad Smith, Lindsey Stirling, Jack White and Victor Wooten.

The 2027 lineup, which will be announced in the next several weeks,  will add another chapter to a tradition of extraordinary music experiences and unforgettable moments.

The Show Starts Before You Arrive

The NAMM Show experience extends well beyond the Anaheim Convention Center.

In 2026, the online exhibitor directory generated more than 150,000 unique visits globally, while The NAMM Show mobile app generated 31,000 downloads and 330,000 launches. More than 87,000 exhibitors were added to attendee personal planners before the show opened.

These digital touchpoints give attendees months of opportunities to discover brands, products, education and events — and give exhibitors a global audience before, during and after the show.

The 2027 NAMM Show map will be released in September, providing another essential planning tool for attendees preparing to make the most of their week in Anaheim.

The Week the Music Industry Cannot Miss

The music industry is changing faster than ever. New technologies are transforming how music is created. Creators are reshaping how products are discovered. Global markets are opening new opportunities. And the boundaries between music, technology, entertainment and content continue to disappear.

The NAMM Show is where those worlds meet.

It is where buyers discover what’s next, brands launch what’s new, creators find what inspires them, professionals build relationships, artists connect with audiences and the industry comes together to celebrate its collective achievements.

The 2027 NAMM Show is not simply where the industry gathers. It is where the industry sees what’s coming next — and helps shape it.

Registration is now OPEN!

Members and qualified industry professionals are encouraged to register now and begin planning their experience for the global music industry’s can’t-miss week in Anaheim.

Register for The 2027 NAMM Show: https://www.namm.org/thenammshow/registration-process

For information about The 2027 NAMM Show and the Show’s digital brand experience please visit https://exhibit.namm.org/

For more information about The 2027 NAMM Show: https://www.namm.org/thenammshow/attend

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