NAMM: Harmonizing Innovation

March 4, 2024

Behind the scenes of The NAMM Show

In January, Smart Meetings had the privilege of attending The NAMM Show (National Association of Music Merchants) in Anaheim, California. Smart Meetings sat down with Cindy Sample, Director of Trade Show Operations at NAMM, to get a better sense of how the show came together between working with Visit Anaheim, security set-up, and the inclusion of AI within the many discussions that took place this year.

Smart Meetings: The NAMM Show has been in Anaheim for a while now. What made this destination an ideal location for NAMM?

Cindy Sample: NAMM will celebrate 50 years in Anaheim in 2026. It’s close to NAMM HQ, it’s Southern California with ideal weather in January and it’s a big time convention center with a small town feel.

SM: How close does NAMM work with Visit Anaheim (VA)? Talk about the ways the CVB has been able to add value. How soon in the process you do start working with them and how would you describe the communication arrangement?

CS: We work with VA very closely. They are my sales contact for ACC (Anaheim Convention Center) and we work together on future dates. I have also been on the customer advisory board for Anaheim for many years. They take a very invested interest in their customers and our feedback.

As they have grown over the years, we have been a part of the discussions. They are a city-owned building so that has its limitations, however, VA and ACC have always strived to put NAMM’s needs up front. VA also stays on the pulse of the city and surrounding area through their board and connection to city council. We have had the opportunity to present at their meetings, which has helped to improve communication with the city and businesses within the community. We work well in advance of the shows. We have regular meetings and we go to Anaheim frequently since we’re nearby.

SM: In terms of the security of the event, attendees were required to present their government ID upon entering the perimeter. Was this a new security feature? Is this a standard part of security at NAMM or is it relatively new? Was there a specific reason why it was important to include?

CS: NAMM is a consumer-friendly event, given its publicly attractive music draw, although it is not open to the public. For security and to protect the integrity of the event, we check ID at the perimeter entrances. And control the entrances and the badges so it’s clear who has access, since it is a private event for NAMM members and their guests. NAMM invests quite a bit into safety and security and so does the city of Anaheim. We work closely with APD (Anaheim Police Department) and AFR (Anaheim Fire & Rescue) to ensure the most balanced approach to ensuring the safety of our event.

SM: One of the interesting aspects of the show was the NAMM Idea Center. It was in front of the main hall and included seats for people to sit down and listen, as well as space for people to stand. What was the thought process that went into designing a space like this and how did you decide what content would be displayed?

CS: The goal of the NAMM Idea Center is to create an immersive, convenient and non-committal space for our members to attend educational sessions and unwind during the show. It’s purposefully built to be open and comfortable, with multiple entrances, so our members can come and go as they please. That’s essential to the concept. The shorter, 30-minute session length is also vital, as it gives our members the opportunity to attend presentations while maximizing their time with brands on the show floor.

The front-and-center location of the NAMM Idea Center tells NAMM Show attendees that we value education as part of our mission to help strengthen the music industry. And again, it helps attendees with scheduling. There’s a lot to see and do during The NAMM Show.

SM: For the opening breakfast discussion with NAMM CEO John Mlynczak, I was very impressed by the choice of speakers. It felt like there was an intention to offer diverse voices. What was the process for this and what did NAMM hope their attendees took away from those conversations?

CS: The goal of the opening session was to provide a snapshot of where we are as an industry and where we’re going through the perspective of industry influences. Likewise, we were highlighting how different industry leaders serve the role of influencer, be it a music retailer, platform, content creator or artist. It was our hope that our members walked away inspired and with a broader perspective of their role in the industry’s ecosystem.

SM: In the planning process for NAMM, what were the new aspects to the show that you offered in 2024? How did attendees respond to them?

CS: One area of focus was ensuring we were welcoming content creators to the show. That community is such a vital part of our industry’s ecosystem and inspiring the growth of music making. Along with highlighting them at the opening session via a content creator and artist like Mary Spender, we also hosted NAMM’s inaugural Creator Night—a gathering of social influencers on Friday evening. From what I hear, the response was overwhelming.

SM: NAMM had a lot of discussions involving AI. Why was it important to bring the AI discussion to this type of event?

CS: We heard from members that they were seeking insights into how they could harness AI to improve everything from business efficiency to marketing. Also, I think most are curious to hear how AI might impact the future of music making, recording and content creation. It was vital to ensure those conversations were happening at The NAMM Show.