Why Buyers Keep Coming Back to The NAMM Show
Music retailers call it “the place to be,” the under-one-roof spot where the entire music industry unites, and the location where you can gain an edge for your business.
Yes, you thought right — that place is The NAMM Show.
When you talk to buyers in the halls of the Anaheim Convention Center, the first thing you notice is their enthusiasm.
Whether it’s a piano retailer, a founder of a professional recording studio, or a music store owner from half-way across the globe, they share their excitement for product discovery, in-person business dealings and wider networking.
And that excitement can be found among long-timers who have attended for decades and first-timers who can’t wait to repeat The NAMM Show experience.
Watch what NAMM Show buyers have to say about why they keep coming back, what sorts of products they look for, what they value and the experiences that can’t be found elsewhere. Once you hit “pause,” it’s time for you to register and be part of the mix this January 20-24, 2026.
Mat Stevens, Turramurra Music
- Mat Stevens runs a music retail store called Turramurra Music in Sydney, Australia, which offers a full line of musical and audio products, including guitars, drums, brass, woodwind and strings, recording gear and studio and live sound tech equipment.
- The most important thing about The NAMM Show for Mat is the relationships he builds. “It’s a unique opportunity to see everyone all at the same time.” He adds that it would take all year to catch up with the same number of people he meets at the show, and that a lot of the conversations he has wouldn’t happen if he didn’t attend.
- Mat says it’s always exciting to see new gear, and his team is looking at various products and meeting with people at brands that his store has been interested in. He says coming to the show is the place to “make it official.”
- Turramurra Music has a solid social media presence, and another goal of attending The NAMM Show is to produce social content that they can share with fans of the store. He says it’s important for retailers to generate content at the show to amplify manufacturer’s new product releases and drive excitement through their retail social channels.
Phlame Classic and Jay Keys, TriuneBeats & Paradise Studios
- Phlame Classic and Jay Keys own TriuneBeats and Paradise Studios in Omaha, Nebraska, professional recording studios and a content creator facility for high-quality audio and video production.
- They attend The NAMM Show to find new equipment to add to their studios, including compressors. “It’s a wealth of equipment,” says Jay. He’s also a musician and explores new keyboards on the trade show floor.
- “I love hardware, I love software,” says Phlame. He’s also passionate about education and taking in new business insights from sessions at the show.
- “As a studio, our interest is always our clients and how we can have an edge,” says Phlame. Phlame and Jay want to fulfill their clients’ needs, and “NAMM is the place to be” for demoing gear and growing their business.
Modesto Briseño, Stanford Sound & Stage
- Modesto Briseño’s company is Stanford Sound & Stage, a live events and rental company based in Santa Ana, California.
- The NAMM Show is “where the whole industry comes together,” says Modesto, and it’s the best event for learning about new products, networking and gaining education, so much so that 10 Stanford Sound & Stage team members attend.
Carmen Papalia, Ottawa Pianos
- Carmen Papalia is the second-generation owner of Ottawa Pianos, which has been in business for over 56 years in Ontario, Canada.
- She attends The NAMM Show to get motivated with education sessions and discover new technology — this is what keeps her “ahead of the curve.”
- Carmen says people may think that pianos haven’t changed, but she says they have and it’s important to explore that and to find new piano players.
Mitsuko, Jamison and Jayson Tsuchiya, Silicon Valley Piano Co.
- Jamison Tsuchiya and his parents, Mitsuko and Jayson, attend The NAMM Show from San Jose, California. Their third-generation family-owned business, Silicon Valley Piano Co., offers grand, upright and digital pianos as well as piano lessons in various languages.
- Jamison and his family focus on visiting the Piano Showcase on the second floor to discover new products.
- Jamison says The NAMM Show provides inspiration for music retailers and dealers.
Pete Schaaphok, Music Depot
- Pete Schaaphok attends the show from Music Depot, a music store in downtown Hayward, California.
- His team attends The NAMM Show to meet with their representatives and to find new products for their store.
- Before attending with Music Depot, Pete attended the show with his band to get gear endorsements. The experience bonded his band, and now he has that bonding experience with his youngest son who attends as well.
- Pete says attending The NAMM Show helps the business grow and conveys how it’s important to have face-to-face interactions.
Matthew Johnson, Matthew Braidley Pianos
- Matthew Braidley Johnson is founder of Matthew Braidley Pianos in American Fork, Utah, which offers customers grand and upright pianos as well as piano services.
- So far, he’s attended The NAMM Show twice, and does a lot of networking with dealers, manufacturers and other retailers.
- “I come here to try out all the products,” says Matthew, who’s a piano technician and dealer. “I like to compare the different manufacturers, see how they feel and sound, and see what I might potentially want to carry in my store.”
- The exposure to all the brands is also educational and helps Matthew be able to speak about piano brands with his prospects.
Register for The NAMM Show and Discover Music Product Innovation
Like buyers say, The NAMM Show is the place to be to get hands-on with a diverse array of musical products and technology, leverage education opportunities and make connections that can have a lasting effect on your business. Register today to join thousands of retailers, product manufacturers, industry pros, creators and artists for the ultimate experience of music product innovation.