Mark your calendars music makers! The world’s largest not-for-profit music trade organization, NAMM (The National Association of Music Merchants), just announced that registration is now open for its 2027 Show, taking place January 26–30, 2027 at the Anaheim Convention Center in Anaheim, Calif.
The five day event sees the global music industry converge in Orange County for what is touted as "the most consequential week on the music products calendar — bringing together the people, products, ideas and experiences shaping the future of music and live entertainment."
The 2027 NAMM Show will once again unite manufacturers, retailers, distributors, artists, creators, technology professionals, educators, media, and industry leaders for business, product discovery, professional development, live music, networking and celebration.
The main exhibition floors open January 28–30 for three days of immersive brand experiences, product launches, demonstrations, meetings, and discovery across the music business landscape. The experience begins two days earlier, with education, professional development, networking, special events and industry gatherings beginning Tuesday, January 26.
Looking to build on the momentum of NAMM’s milestone 125th anniversary celebration last year, 2027 promises to be bigger than ever, transcending a trade show and presenting a global platform for commerce, content, innovation, professional development and industry celebration.
According to NAMM's press announcement, the 2026 edition saw "more than 60,000 attendees from 122 countries, regions and territories gathered in Anaheim, representing an estimated $9.8 billion in buying power. More than 8,650 international attendees participated, demonstrating that The NAMM Show has become one of the most influential global business gatherings in the music products industry."
Acknowledging the significance of creator culture on music and music commerce, NAMM says that "artists, creators, performers and influencers have become an essential part" of the event, especially in terms of "how music products are discovered, evaluated and adopted." Artists and performers represented 26.1% of all attendees in 2026, while creator-generated content from the show reached more than 70 million social media views, with creator reach growing at an 83.6% annual rate since 2023. The press announcement adds that "creator and influencer content generated more than 70 million social media views and more than 2.1 million likes and nearly 50,000 comments," while NAMM’s Instagram channels "reached 553,000 accounts and generated 5.7 million views."
For 2027, NAMM will provide Creator Lounges, Creator Studios and expanded influencer programming to give brands new ways to connect directly with the people driving global conversation around music, extending its reach beyond the convention center. NAMM's announcement also highlights its focus on educational programs, innovation spotlights and live music experiences. The full 2027 performer lineup will be announced in the next several weeks.
“The NAMM Show is where brands turn vision into impact—bringing their stories, innovations, and ambitions to life before a global audience of tens of thousands of media, influencers, creators, and business leaders," John Mlynczak, NAMM president and CEO tells Music Connection. "It is a powerful platform to shape the conversation, elevate a brand’s presence, and drive what’s next for the industry."
Register for The 2027 NAMM Show at namm.org/thenammshow/registration-process
