The 2021 NAMM Show FAQ

Thank you for supporting the industry and NAMM!

We look forward to seeing you at The 2021 NAMM Show, January 21–24, 2021, in Southern California.

We are committed to providing more value to all exhibitors with new programs and experiences, while maintaining the reliable and stable platform our global industry has relied on to connect and grow for more than a century. We anticipate that January 2021 will provide an incredible opportunity for the industry to reignite, reconnect, and reimagine new business opportunities. To learn more, please visit

What other factors are you considering?

NAMM continues to monitor developments related to COVID-19 and advisement from the Centers for Disease Control and Prevention (CDC), the National Institutes of Health (NIH), and the World Health Organization (WHO), among others, daily. We are also working with the city of Anaheim, the Anaheim Convention Center, local municipalities, and listening closely to the needs of our membership. We are all in this together and are committed to making decisions that are in the best interest of our industry.

What happens if circumstances change?

If circumstances change and The NAMM show is canceled, please be assured that we will work closely with you to make the very best out of the situation, including offering a FULL refund to any payments made directly to NAMM.

What happens if I need to adjust my NAMM Show booth size from my original exhibit space contract?

Your support of NAMM directly impacts the industry’s growth, powering events, government advocacy and lobbying on behalf of the industry, grant support for music-related charities, scientific research and other efforts looking to grow the demand for music, sound and entertainment technology products. NAMM invests significant resources to create a global  platform,  including  time and resources to process your contract. Please view full Terms & Conditions here.  To request adjustment to your booth size, please enter the request here or contact your Tradeshow Representative.

When will payments be due?

We understand these are unprecedented times, and we are committed to helping our  community to weather the storm. To better support our exhibiting members, NAMM has extended payment deadlines and developed new payment options for The 2021 NAMM Show. These extensions still allow NAMM the necessary time to plan the show map and market on behalf of our exhibitors to potential buyers. 

New payment plan options are as follows:

  • 25% of total exhibit space balance due by August 5, 2020
  • 25% of total exhibit space balance due by October 7, 2020
  • 50% balance of total exhibit space due by November 11, 2020

The final payment deadline has been extended to November 11, 2020 for all payment plans.

NAMM invests significant resources to create a global platform, plus supports our industry throughout the year with grant support, scientific research and music education advocacy. Like you, many of our financial commitments are due in advance of the show, so if your business is in a position to continue with your contracted payment schedule, it would be much appreciated. If you would like to enroll in a revised payment option, please submit your request here, so we can update your account.

Will buyers and influencers still be at The NAMM Show?

Our industry and indeed, your member association, is built on personal and professional connections. Our membership values the importance of The NAMM Show as a once-a-year, must-attend gathering to see the latest products, garner business-building education and connect with the industry. Given the uncertainty of recent months, we believe our industry's annual gathering will be an even more important event to power the future of our industry.

We are working closely with our retail membership community, along with major buying groups and organizations across music, sound and entertainment technology. Due to the cancellation of 2020 Summer NAMM, we will be staging the Top 100 Dealer Awards at The 2021 NAMM Show. This special program is designed to showcase retail excellence and welcome some of the world's most powerful retailers. In addition, we are increasing marketing efforts to connect with studios, houses of worship, sports arenas, universities, schools and other venues seeking the latest in music, audio and live event products, to increase buying power available to all exhibitors. Music educators, along with music and pro audio students, will also be welcome at the show, helping brands extend their reach.

In August 2020, we will be launching a global marketing plan across music, sound and entertainment technology communities to welcome the most powerful buyers and influencers to Southern California this January. In addition, we will be working with a variety of associations and other groups to welcome their membership bases to the show.

Starting in June 2020, we will have a dedicated section of our website outlining the steps we are taking with our venue, contractor and other support partners to help our global community convene safely. In addition, we will be launching a series of new marketing initiatives to attract the most powerful buyers from all segments of the industry.

What steps are you taking to keep attendees safe during their visits to The NAMM Show?

The health and safety of our membership and guests are our primary concern. While there are many forces out of our control in this rapidly evolving health crisis, we will be closely following guidance of the CDC, WHO, Event Safety Alliance amongst others, to evaluate and expand the measures we put in place to keep our audience as safe as possible. Ultimately, we will ensure our plans follow the recommendations of public health experts and standards set by the federal, state and local governments.

Alongside the guidance of medical experts, Visit Anaheim and the hotel community, we will work to assess and implement the latest technology and best practices, with guidance spanning travel and hotels to activities throughout the NAMM Campus.

To help achieve this goal, NAMM has contracted Intelligent Crowd Solutions (iCrowd), a consulting company specializing in business continuity planning, exercise development, and crisis management for special event and event production clients. Their guidance will help us design an environment that is as safe as possible for all show attendees.

This full suite of business and personal services is rapidly evolving, including on-site medical personnel, enhanced cleaning, expanded event security and a reimagined show layout.

These measures are just a sampling of what we plan to enact for The 2021 NAMM Show. The creativity and resolve of the live events community has been astounding, and as best practices are developed and implemented, we will continue to evaluate and implement the latest solutions in the coming months and will be in regular communications with you on our plans.

When will hotels open?

The opportunity to book hotels will open in October 2020 for members and general attendees. 

When will the show map be available?

The show map will be released on October 14, 2020, to help our global community plan their experience.

What is the Show Directory Deadline?

Final changes to brand listings are due by November 25, 2020 to be included in the printed show map. Changes after that date will reflect in the online show directory and mobile app.

When will the NAMM Shows Mobile App be released to app stores?

The updated version of the NAMM Shows Mobile App will be released mid-December to app stores to help our global community plan their experience.

Will there be a virtual option for The 2021 NAMM Show?

We understand that for some, attending The NAMM Show will just not be a possibility this time. To further enable our global community to connect and exchange ideas, we are working to create a digital platform that will run concurrently with The NAMM Show and provide opportunities to launch new products, gain media exposure and feature enhanced match-making and customer meetups. We will also be providing more options for livestreamed NAMM content, and other ways to extend your brand to customers and enthusiasts across industry segments.

While any virtual solution will not provide the same experience as being at The NAMM Show, we are committed to offering news ways for buyers and sellers to connect both physically in Southern California, and digitally anywhere, any time.

What if I have other questions?

Please contact your Tradeshow Account Representative or email us at

How can I stay informed on NAMM news and activities?

Stay up to date on all NAMM news by managing your newsletter and email update preferences here.

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.