Believe in Music Week FAQs

More details on the weeklong celebration will be released over the coming weeks and months. Here are a few ways you can stay up to date on all Believe in Music Week news and announcements: 

  • Sign up for updates at 
  • Sign up for a variety of our newsletters
  • Follow along with us on Instagram, Facebook and Twitter and through the official hashtag, #BelieveinMusic 

General Information

  • What is Believe in Music Week?

    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, 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 

  • What dates does Believe in Music Week take place?

    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 

  • How does it work?

    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 

    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. 

  • Will there be an in-person NAMM Show in January?

    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. 

  • What are the dates for future NAMM events?

    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 

  • What is NAMM doing to support our members at this time?

    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 for the latest, trusted resources. 

  • Can I donate?

    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.  

  • Where does my donation go?

    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.


  • Why should I attend?

    Attendees will be able to review products and brand stories from hundreds of manufacturers, sharpen your skills with education across tracks, and have a great experience featuring live music, panel discussions and more, all from the convenience of your favorite device. 

    The event will have programming to speak to a wide audience of professionals across music, sound, live event production and house of worship, helping connect the community that unites at The NAMM Show each year. 

    A variety of partners, music educators, policy, nonprofit and association leaders and those that believe in the power of music will integrate their content leading up to the celebration, engaging their audiences, creating a global online event. 

    Music makers, enthusiasts and consumers will also have the opportunity to participate in the event, experiencing performances throughout the week. 

  • Who should attend?

    All those that believe in music are welcome to attend. 

    Examples include: 

    • International audience of distributors and retail buyers 
    • Media groups, social media and influencers 
    • Pro audio, live sound, touring and live event professionals 
    • House of worship representatives 
    • Venue and theme park buyers and influencers 
    • Artists, musicians and managers 
    • Music educators, students and administrators 
    • International leaders of mission-driven music and human-service organizations 
    • Music-makers, enthusiasts and end-users 

    The weeklong celebration will welcome domestic and international NAMM members from the music instrument, pro audio, live sound and live event industries, artists, media and policymakers, along with participants from GenNext (college music students and faculty), Music Education Days (school music administrators and buyers) and Nonprofit Institute (NAMM Foundation grantees and nonprofit affiliates). Emerging and established musicians and fans are invited to connect with brands and in special music-making projects and opportunities to showcase their talents and performances throughout the week, opening the potential to gather music makers in a capacity not restricted by location. 



Education and Content

  • Where can I access content?

    Just visit, January 18–22, 2021, via your mobile app, desktop or device. 

  • What content will be available?

    Believe in Music Week will feature some of the best content from The NAMM Show. Join us for opening sessions featuring marketing, industry and music visionaries; the TEC Awards, celebrating the best in pro audio and sound production; Top 100 Dealer Awards, honoring excellence in music retail; The Grand Rally for Music Education, uniting music advocates worldwide, education across seven business tracks; and live concerts and events to excite and inspire. It will also showcase new content targeted at a variety of business communities, and to attract music makers and enthusiasts from across the globe. 

    The 36th TEC Awards will recognize the individuals, companies and technical innovations behind the sound of recordings, live performances, films, television, video games and multimedia. In 2020, Joni Mitchell was presented with the Les Paul Innovation Award, an honor that recognizes musical artists whose work has exemplified the creative application of audio technology. The Hall of Fame Award, recognizing audio pioneers, as well as the music industry’s most accomplished producers and audio technicians, was presented to the creative powerhouse behind Pensado’s Place, Dave Pensado and Herb Trawick. 

    The Top 100 Dealer Awards will also be celebrated during the week. Now in its 10th year, the annual awards honor music retailers who have demonstrated a commitment to best practices, creativity and innovation in retail. The submissions process is now open for NAMM retail members and will close on October 2, 2020. Learn more and submit now

    Along with the award shows, music advocates will come together for The Grand Rally for Music Education. The annual event convenes music education advocates for a celebration of the benefits and pleasures of making music. In 2020, the Grand Rally welcomed 10-time Grammy winner Bobby McFerrin and Gimme5 for a special performance, along with a preshow performance by The Langley Ukulele Ensemble, The Legacy Ukulele Ensemble and winners of the “A Cappella at NAMM” contest. 

    Additional details of these events, receptions and other activities will be provided in the weeks to come. 

  • Will content be available after it takes place?

    Yes, the majority of sessions will be available on-demand through February 28. However, many live sessions will only happen during Believe in Music Week. Sign up for our email newsletter to receive the latest updates. 

Getting Involved

  • What is the cost to participate?

    We have many ways for brands to get involved, including creating brand experiences on our robust, online marketplace, utilizing the latest in AI and matchmaking software to connect buyers and sellers, showcasing products by category, and content integration into must-see programs on, as well as sponsorships, activations and other brand-building opportunities. 

  • Can brands sell products directly to industry buyers and end-users?

    The Believe in Music Week platform is not intended to be an e-commerce platform, but brand experience pages do link directly to brand websites to facilitate sales discussions beyond the digital event. 

  • How can I get involved?

    Learn more about how to get involved at Believe in Music Week or email us at for any questions.


If you have any questions, please contact us at 1-760-438-8001 or Our team is available Monday—Friday, 8 am–5 pm PT.