2027 NAMM Show Expands Its Focus on Global Reach and Creators

The 2027 NAMM Show will return to Anaheim, California, from January 26–30, bringing together the international music products industry for five days of business, education and live events. The main exhibition floors will be open from January 28–30.

NAMM announced the dates on July 27, 2026, as it outlined plans to expand the trade show’s global and digital reach. The organization expects the event to attract manufacturers, retailers, creators, artists, educators and other music industry professionals from markets around the world.

Five days of music industry events

The 2027 NAMM Show will feature five days of professional education, musical performances and special events. Three days will be dedicated to exhibits and brand activations across the NAMM campus in Anaheim.

Over the past three years, NAMM has repositioned the event as a year-round platform combining commerce, content, professional development, creator engagement and industry networking. Its expanded digital tools are intended to connect exhibitors with potential customers before, during and after the physical show.

2026 NAMM Show attracted more than 60,000 attendees

NAMM’s plans for 2027 build on the results of its 2026 event, which attracted more than 60,000 attendees from 122 countries, regions and territories. According to the organization, those attendees represented an estimated $9.8 billion in purchasing power.

NAMM reported that 92% of exhibitors connected with their intended audience, while 90% of attendees said they saw the brands they had planned to visit.

“For NAMM member companies and attendees, success means measurable outcomes, qualified business leads, meaningful partnership discussions, and media influencer exposure that extends throughout the year,” said NAMM president and CEO John Mlynczak.

Mlynczak said the show gives companies an opportunity to present their products and business stories directly to media representatives, influencers, creators and international buyers.

International attendance continues to grow

More than 8,650 international attendees participated in the 2026 NAMM Show. Europe accounted for 34.6% of international attendance, followed by Latin America with 23.1% and East Asia with 22.9%.

NAMM said attendance from Brazil, Colombia and Guatemala continued to grow significantly year over year. China, Mexico, Canada, the United Kingdom, Germany, Italy, Japan and Brazil were among the most represented countries.

The figures reflect NAMM’s effort to position the show as an international business gathering rather than an event focused primarily on the US market.

Creators become a larger part of the NAMM audience

Artists, performers and content creators have also become a more prominent audience segment. In 2026, artists and performers represented 26.1% of all NAMM Show attendees.

Creator and influencer content connected to the show generated more than 70 million social media views during the year. NAMM said this figure has grown at an annual rate of 83.6% since 2023.

• Creator coverage generated more than 2.1 million likes and nearly 50,000 comments.
• NAMM’s Instagram channels reached 553,000 accounts.
• The organization’s Instagram content generated 5.7 million views.

Creator Lounges, Creator Studios and expanded influencer programming have been added to help brands work directly with creators producing content from the exhibition floor. NAMM is encouraging exhibitors to combine their physical booth presence with broader creator and influencer strategies.

Digital tools extend exhibitor visibility

The show’s digital audience begins engaging with exhibitors months before the event opens. In 2026, the online exhibitor directory recorded more than 150,000 unique visits from users around the world.

The NAMM Show mobile app was downloaded 31,000 times and launched 330,000 times. NAMM also reported that more than 87,000 exhibitors were added to attendees’ personal planners before the show began.

These digital discovery opportunities start when the NAMM Show map is released in September and continue beyond the conclusion of the physical event.

Education program recorded 91,000 engagements

Professional education and career development remain central to the event. Attendees participated in more than 250 educational sessions in 2026, generating over 91,000 total engagements.

The program covered business strategy, the creator economy, recording, live sound, music education and emerging technologies. Headline presentations featuring prominent artists and industry figures attracted standing-room-only audiences, according to NAMM.

Awards and live performances return to Anaheim

The NAMM Show will continue to provide a platform for music industry awards and recognition programs. Events associated with the show include the NAMM Retail Awards, TEC Awards, Bass Magazine Awards, She Rocks Awards, Parnelli Awards, Backline Talk Awards and Best in Show.

Artists, executives, producers, engineers, educators and content creators have taken part in previous editions. Performers and guests appearing across the last three NAMM Shows have included Jon Batiste, Jacob Collier, Queen Cora, Billy Corgan, Green Day, Primus, Charlie Puth, Chad Smith, Lindsey Stirling, Jack White and Victor Wooten.

What to expect from the 2027 NAMM Show

NAMM says the 2027 event will provide additional ways for brands to reach buyers, creators and music professionals both in Anaheim and internationally. The organization plans to support those connections through its physical exhibition, education program, special events and a new suite of digital brand-experience tools.

The 2027 NAMM Show will take place at the NAMM campus in Anaheim from January 26–30, with the exhibition floors operating from January 28–30. Further information for exhibitors and attendees is available through the official NAMM website.