COVID-19 has thwarted much of the music industry’s 2020 plans, causing uncertainty for the near future. The NAMM Show’s 2021 edition has been in question since the beginning of the lockdown, with the organisation claiming that it will push on in spite of the pandemic. However, as summer slowly comes to an end, COVID-19 is still very much a concern and the NAMM Association has taken the tough decision to cancel the show. Taking its place will be Believe In Music – a “global gathering to unify and support the people who bring music to the world”, the NAMM website reads.
Being held over the week of 18 January 2021, Believe In Music will introduce a new channel, BelieveInMusic.tv, where professional education and programs will take place. An interactive marketplace will also reside here, where buyers and sellers can connect and find inspiring new products, services and instruments. This won’t be near the usual calibre of The NAMM Show, but it is designed to meet the immediate business needs of usual attendees.
Joe Lamond, NAMM president and CEO, says, “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 your brand story, Believe in Music will also feature networking and matchmaking for our buyers and our sellers, education for all segments of the industry, and live music and concerts. And just like at all NAMM events, these activities will raise awareness and financial support to serve our NAMM family across our Circle of Benefits model. Believe in Music week will be a critical step for our industry to help us prepare for the new year and new opportunities.”
“If there’s any one common vision”, Lamond continues, “it’s that as a global community, we believe in music. We believe in the future of music and in the future of our industry, and in this moment, we will unite and support music makers around the world.”
For those interested in participating or to learn more, head to believeinmusic.tv.
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