The biggest gear event of the year will be replaced by a virtual ‘Believe in Music’ week.

Despite the cancellation of 2020 Summer NAMM and an optimistic statement by its organizers back in June, the Winter NAMM 2021 show has officially been cancelled in the wake of the ongoing Covid-19 pandemic.

The music instrument industry’s largest event was originally scheduled to take place in late January in Anaheim, California, but its organizers are now planning a virtual alternative.

NAMM 2021 Cancelled

NAMM outlined the plan for the new ‘Believe in Music’ week in their press release posted on 10 August. Some extracts:

“In light of the COVID-19 pandemic, and with the health and safety of NAMM members as the first priority, NAMM is reimagining how to connect all facets of the industry while benefiting those most deeply impacted by COVID-19 with the launch of Believe in Music: The global gathering to unify and support the people who bring music to the world.”

“Believe in Music, to be held over the week of January 18, 2021, 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.” 

NAMM 2021 Cancelled
Photo from NAMM 2020 (Credit:

“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.”

Speaking about Believe in Music, NAMM President and CEO Joe Lamond said, “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.”

“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 Nonprofit Institute (NAMM Foundation grantees and nonprofit affiliates).”

NAMM 2021 Cancelled
A Piano Showcase Performance from NAMM 2020 (Credit:

“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.

In his final thoughts, Lamond stated, “If there’s any one common vision, it’s that as a global community, we believe in music. We believe in the future of music and in the future of our industry, and in this moment, we will unite and support music makers around the world.”

Yamaha, Sweetwater, Shure and other companies have already voiced their support for the virtual event and specific details about Believe in Music’s program will be released in the coming months.

You can find out more and fill out a form to be notified when registration opens at

Author Aykan Esen
11th August, 2020

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