NAMM 2023 Ramblings

Twenty years of NAMMs (for me)...what will the next 20 look like?

I think this may have been my 20th visit to NAMM, the musical instrument industry’s annual trade show. That number includes the annual flagship January event held in Anaheim, the occasional Summer NAMM in Nashville, and even the group’s lone attempt at a Summer session in Indianapolis, of all places, way back in 2005.

No two are ever the same. All have been a bit exhausting and a bit wonderful. But, each time, I ask myself, “Do I really need to do this again?” Yet I always come back, if not for the gear updates, for the networking. Where else can I bump into so many old industry friends at once? Some of our earliest and longest-running supporters of the magazine—Collings, Martin, Santa Cruz, Huss & Dalton, Elderly Instruments, etc.—are all regulars. And every year there’s some memorable piece of gear announced that eventually works its way into my life.

But this year’s NAMM felt a bit different.

In the old days, NAMM was where brands showcased new products to their dealers. And dealers would decide on their annual allotment of said products and place orders. Media (I’m in this camp) would also be present to cover the announcements, along with various rock stars, friends of stores/brands, and random characters who seemed plucked off Sunset Strip circa 1985. You’d see cool product unveilings, you’d tell your friends, and there was a sense of anticipation and excitement in the air: An insider’s glimpse into where things are headed.

Of course, trade shows across the board (whether NAMM, C.E.S., Outdoor Retailer or the North American International Auto Show, to name a few) don’t pack the punch they used to. The web, it turns out, is a great way for brands to announce products globally…with minimal expense. Meanwhile, costs to exhibit keep going up, freight to even move the gear to the trade show is insane, and the returns on everyone’s investment are uncertain.

NAMM was already being questioned by some brands before the pandemic hit. Then the pandemic happened and a lot of MI brands flourished (at least at first) with no NAMM in sight. The question was raised once again: “Do we really need to do this?”

Which brings us to this year’s NAMM, held in April as it transitions back to its January-in-Anaheim roots.

Attending this year was a bit of a statement of sorts: Attendees told the conference they were ready to travel and see their old friends. The brands that took the time and expense to exhibit told the world they still believed in this format…or maybe they just thought they’d stand out. This was a scaled-down show where some of the key players (Gibson, PRS, and Fender) were noticeably absent. Either way, the convention seemed to be around the half the size it used it to be.