As many had feared, it was with much sadness that overnight we received official news of the cancellation of the physical 2021 Winter NAMM Show.  However, in this morning’s video announcement NAMM CEO Joe Lamond asked the global music products industry to still come together in January for their virtual event Believe in Music Week.

“We’ve held off a long as we could but the reality is, there is no path forward at this time to bring our industry family together safely in Southern California at the NAMM Show,” said Joe Lamond.

“It’s hard to imagine isn’t it, it’s the first time not had a physical gathering in almost in 80 years and just like back then in times of trouble, the world has turned to music, the one thing everyone could believe in.”

“Today I would like to introduce Believe in Music Week, our global online gathering to unify and support the people that bring music to the world. This virtual event scheduled for our show dates in January will be fun, interactive and productive, using state of the art technology to connect us all… robust market place, to launch new products, share your brand story, ‘Believe in Music’ will also feature networking with AI facilitated match making for our buyers and our sellers… education for all our sectors of the industry and live music and concerts to raise awareness and financial support for our NAMM family, especially those in the live event and tour industry which has seen their world come to a halt with the global pandemic.”

“While in my opinion nothing can compare to the excitement of our global family reunion at the NAMM Show, this foray into the virtual world has been an exciting project and in some ways could bring new value to all involved .. pretty exciting and likely something we would not have jumped into had we not been forced to. We must all adapt and change I guess and why does that remind me of every NAMM U session from the past decade.”

“While we are not out of the pandemic woods yet and we will likely see more news before it is over, Believe in Music will be a critical step for our industry to help us prepare for the new year and new opportunities.”

“We’ll have much more to share in the coming days but in the meantime let’s ll do our best to take care of each other. Many have thought of the NAMM community as a global family and being there for each other is just what family do right? Especially in times like this. In a world filled with uncertainty there is one thing that we can believe in and that’s music and we believe in the future of music and we believe in the future of our industry and we look forward to seeing you in January.”

Our association with our media, Australian Musician online, looks forward to participating in, supporting and covering Believe in Music Week and bringing you the latest product releases, performances and other news that comes out of this exciting week. Standby for more Believe in Music Week news as it comes to hand.