Believe in Music Week is a new digital event—the global gathering to unite and support the people who bring music to the world—brought to you by the producers of The NAMM Show.

The worldwide social network will feature a mix of comprehensive programming and professional education at believeinmusic.tv, as well as an interactive marketplace to connect buyers and sellers—all designed to elevate the innovation and inspiration found across the industry, while offering support for those most deeply affected by COVID. 

“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. With a robust marketplace to launch new products and share your brand story, Believe in Music will also feature networking and matchmaking for our buyers and our sellers, education for all segments of the industry, and live music and concerts.” 

Joe Lamond, NAMM President and CEO 

The digital experience will take place during NAMM Show dates, starting Monday January 18, 2021 and showcasing content through Friday, January 22. 

Schedule at a Glance

November 11: Registration opens 
December 1: Exhibitor Center opens 
January 4: Exhibitor meeting portal opens 
January 6: Believe in Music channel lineup released 
January 11: Attendee meeting portal opens 
January 18–20: Industry preview meetings 
January 20: Global Livestream 
January 21–22: Marketplace opens 
January 21–22: Believe in Music TV 
February 28: Marketplace and Believe in Music TV content closes 

Believe in Music Week is facilitated by interactive, matchmaking technology through the award-winning software platform Swapcard. The digital environment can be accessed via a mobile app, available in app stores in December 2020, and or any desktop device by visiting believeinmusic.tv. 

Powered by AI and matchmaking software, the data-driven marketplace will connect buyers, sellers, media and attendees, helping all industry members learn about the latest products. Attendees will have the opportunity to view who else is in the environment and connect directly to expand their professional networks. 

Qualified buyers and media will be able to book meetings with brands, and all can explore product discovery across the Marketplace. 

Believe in Music TV will showcase some of the best education and content from The NAMM Show. Through a series of channels, new programming targeted at professional communities will provide industry members professional development, as well as networking and business-focused opportunities. The entertainment component, with live music, concerts and events, will attract a B2C audience. 

A series of education tracks will help attendee navigate the “now” and prepare for the “next.” 

While not The NAMM Show or a virtual tradeshow, the initiative will meet the immediate business needs of NAMM member companies through thought-leader-led education for all segments of the industry, networking and AI matchmaking, and business-to-business-focused opportunities to reaffirm and grow business connections, launch new products, share brand initiatives and engage with customers in real-time. 

Due to the realities of the on-going COVID-19 health pandemic, it is not possible to safely gather our global community in-person this January, and for the first time in nearly 80 years, The NAMM Show has been canceled. We look forward to seeing you all again in-person very soon, and in the meantime, we ask that we unite to Believe in Music. 

We can’t wait to see you in-person again soon! Our next event is Summer NAMM in Music City, Nashville, TN. We hope to see you there. 

2021 Summer NAMM: July 15-17, 2021 
The 2022 NAMM Show: January 20-23, 2022 

As your association, we are committed to providing real-time updates on key legislation and business concepts through this constantly evolving period. Through our federal and state advocacy work and collaboration with global organizations and initiatives, NAMM is working to ensure music education and free trade remain strong drivers of demand and business growth. We have also compiled a number of economic resources to help our members navigate the crisis, and outlined our policy efforts with an emphasis on how you can get involved with your legislators. Be sure to continue checking namm.org for the latest, trusted resources. 

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. Believe in Music week will be a critical step for our industry to help us prepare for the new year and new opportunities. By banding together, Believe in Music Week will unite the biggest names in music and brands together on one platform to encourage and inspire more music makers, through charitable opportunities to give back to those on the front line of the industry.  

We are coordinating with a variety of causes to help the industry members and to support music education and music-making everywhere. More information will be released in November 2020. All donations will receive a digital confirmation for tax purposes.