Virtually Attend NAMM Believe in Music Week

In light of The NAMM Show being virtual in 2021, they have announced Believe in Music Week: 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 BelieveinMusic.tv, 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.

The Global Livestream unites NAMM members and musicians around the world to kick off Believe in Music Week.

Livestreaming performances will take place with musicians from around the globe, on every continent, highlighting that despite the diversity of places, musicians, and genres, we all Believe in Music.

The online celebration will feature a mix of comprehensive programming and professional education at BelieveinMusic.tv, 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. The event will also offer live music, content and product discovery for all who believe in music, helping connect music makers and enthusiasts across the world.

  • Connect with a global audience of buyers
  • Interact with international media
  • Generate leads with new prospects
  • Build brand visibility to end-users
  • Tell your brand story in a cost-effective way
  • Support our industry

Schedule at a Glance

January 4:  Meeting Bookings Begin
January 18
:  Full Schedule Released
January 18: NAMM Foundation Sessions Begin
January 20: Global Livestream Launches
January 21–22: Marketplace Opens
January 21–22: Believe in Music TV Launches
February 28: Marketplace and Believe in Music TV content closes


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.

"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. With a robust marketplace to launch new products and share brand stories, Believe in Music Week will also feature networking and matchmaking for our buyers and our sellers, education for all segments of the industry, and live music and concerts to engage music makers across the world." - Joe Lamond, NAMM President and CEO

Registration is free for all participants.

Brands have many ways to get involved, learn more here.

NAMM Members will have unique access to the event, learn more here.

For general attendees, learn more and register here.

For more information, click here.

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