18th November 2025

The Australian Music Association was represented at one of the largest and most important MI trade shows, Music China.

The AMA is proudly supporting exporters through the Music Australia International Conference Contribution (MAICC) program, with government funding to support travel and accommodation for individuals representing Australian brands in the same way that artist managers, record labels and other music industry professionals are supported. Two AMA members, PUG Cymbals and Kentville Drums, were supported with MAICC funding to exhibit at Music China. “Music China provided an ideal gateway to introduce our products and connect with Chinese customers,” said Steele Turkington (Kentville Drums). “On the first day alone, we made contacts with several performers and boutique store owners. The quality of visitors has been exceptional, enabling us to set a solid foothold in this vast market.”

Taking advantage of similar opportunities to the NAMM Show, AMA CEO Alex Masso met with representatives from international MI associations and trade shows, AMA members and other Australian businesses, exhibitors, and in this case the AMA presented information about Australian made products as an exhibitor.

Music China will be held from 28th – 31st October, 2026 in Shanghai, China. Read more about MAICC funding for exporters.

This project was supported by Music Australia.

Alex Masso (AMA) and Steele Turkington (Kentville Drums) at Music China 2026

Robert Dugdale (Encore Music Distributors / AMEB), Alex Masso (AMA), Carmen Tam (Messe Frankfurt), Steele Turkington (Kentville Drums), James Waples (PUG Cymbals) and Richard Snape (Encore Music Distributors) at the Australian booth

Phyllis Tsang (Messe Frankfurt), Alex Masso (AMA) and Chang Jie (China Musical Instrument Association)

Alex Masso (AMA) and Ray Williams (Music Marketing / IMSTA- International Music Software Trade Association)

Christopher Neil (AustCham – China Australia Chamber of Commerce) at the Australian booth