4Wall Entertainment Takes NAMM Show by Storm
4Wall Entertainment is a “full-service lighting, video, and rigging company servicing all facets of the entertainment industry,” established in 1999. This year, 4Wall went to The 2020 NAMM Show exhibiting for the second year and provided the lighting and video equipment for the NAMM Yamaha Grand Plaza stage, which hosted such iconic acts as Earth, Wind, and Fire, and Tower of Power during this year’s NAMM Show.
Walking the show floor at The NAMM Show brings about a multitude of experiences; a certain buzz is always present in the air. However, when visitors step into the Anaheim Convention Center Arena, home of the Loudspeaker System Showcase, there is no experience that rivals stepping out of a sunny southern California day and being instantly transported into a live entertainment mecca, complete with stage effects, engulfing you as you wander the aisles, and the amazing display of stage lights calling you like a moth to a flame. NAMM Member, 4Wall, was found in the thick of it all, demonstrating their vast array of products and educating NAMM Show attendees both one-on-one in their booth and through their daily education sessions.
We took the time to speak with Drew Quinones, the content manager for 4Wall Entertainment at their booth in the Anaheim Convention Center Arena.
Why is it so important for live entertainment companies like 4Wall Entertainment to exhibit at The NAMM Show?
It all comes down to exposure. This year we were fortunate enough to be providing services for the Yamaha Grand Plaza Stage, and that motivated NAMM Show visitors to head to our booth and learn what 4Wall is all about. When people walk by that stage and see our logo, it resonates with them, and they head over to visit us. Having our presence in the arena is like a ‘home base’ so we can showcase all of our services and products. Getting customers to experience what we have to offer can only happen on a scale this large at The NAMM Show.
Even though 4Wall is only in its sophomore year here at The NAMM Show, can you comment on the growth of the live entertainment and sound side of The Show?
This year, we have seen a larger crowd coming from the main halls and venturing into the live entertainment area of The Show. We are getting new visitors daily asking us questions about our products. It has been a fantastic experience being able to educate show attendees on the vast offerings that exist in this segment of the industry.
What’s 4Wall’s take on being surrounded by all live entertainment exhibits?
We have found we have a lot of potential customers stop by who don’t have a deep understanding of live entertainment and while that could be frustrating for many of the exhibitors, we have decided to use that as an experience to educate attendees, which often results in them bringing back a colleague or friend who deals in lighting and a meaningful business connection is made.
What advice would you give a company considering exhibiting at The NAMM Show for the first time?
You need to get people to your booth. In the lighting area of the arena there is a lot of eye-catching booths, so it is essential that you stand out. With attendees having varying levels of experience with lighting, it’s imperative to show, not just tell what your product is capable of.
When you are not at the booth, what is your favorite part of The NAMM Show?
The networking opportunities available. No other time or place can I get together with our customers and make the connections than at The NAMM Show. Besides that, I loved the concert Thursday night. Seeing a mosh pit at The NAMM Show may be a once in a lifetime experience.