Registration is now open for the 2027 NAMM Show, which returns to the Anaheim Convention Center in Anaheim, California, January 26–30. The five-day program adds new education summits and a dedicated Percussion Showcase, with the main exhibition floors open January 28–30.
The National Association of Music Merchants (NAMM) announced registration on September 9. Education, professional development, networking and special events begin January 26, two days before the exhibits open.
The event brings together manufacturers, retailers, distributors, artists, creators, technology professionals, educators, media, influencers and industry leaders for product launches, business meetings, training and live music.
Expanded Program Follows NAMM’s 125th Anniversary
The 2027 edition follows three years of changes to the show and NAMM’s 125th anniversary celebration in 2026. Organizers are expanding opportunities across commerce, content creation, education, technology and live entertainment.
“The NAMM Show has evolved into a global platform that brings together the people, products and ideas shaping the future of music,” said John Mlynczak, NAMM president and CEO. “The 2027 show builds on that momentum with more opportunities to do business, experience incredible brands throughout the show and the diversity of our industry, connect with live musical performances and content creators, plus celebrate the achievements of our global industry throughout the entire week.”
2027 NAMM Show Schedule: January 26–30
Tuesday, January 26: Education and Industry Summits
The opening day focuses on education, networking and professional development. Scheduled events include the NAMM Succession Summit, NAMM Financial Summit and inaugural NAMM Music Education Advocacy Summit.
Wednesday, January 27: New AI Marketing Summit and Global Media Day
Wednesday’s professional-development program includes the new NAMM AI Marketing Summit, TEC Tracks Studio Summit, TEC Tracks Live Sound Summit, Entertainment Technology Summit, Women of NAMM: Leadership Amplified and Music Education Leaders Summit.
The NAMM Retail Awards also take place Wednesday. Global Media Day will feature product and business announcements from leading brands alongside live musical performances.
Thursday, January 28: Exhibits Open and Percussion Showcase Debuts
The inaugural TEC Tracks Sync Summit will examine music placement, synchronization and entertainment. The main exhibition floors then open for three days of product demonstrations, business meetings, creator engagement and hands-on experiences.
Hundreds of brands will present instruments, audio equipment, lighting, technology and emerging innovations through flagship spaces, boutique exhibits and interactive demonstrations. New for 2027, the Percussion Showcase in Hall C will feature leading brands and live demonstrations throughout the day.
Thursday evening’s events include the TEC Awards, Backline Talk Awards and Bass Magazine Awards. The Bass Magazine Awards will move to the ACC Arena as an official on-campus NAMM event, sponsored by RCF, with a program of honorees, collaborations and live performances.
A musical celebration on the Yamaha Grand Plaza Stage is scheduled for 6 p.m.
Friday, January 29: Music Education and Parnelli Awards
Friday begins with the Grand Rally for Music Education, featuring performances and stories highlighting the role of music education worldwide.
Product demonstrations, networking, education, creator activities and live music continue throughout the day. The evening includes the Parnelli Awards, recognizing excellence in live event production, and another Yamaha Grand Plaza Stage performance program at 6 p.m.
Saturday, January 30: Best in Show and She Rocks Awards
The final day opens with Best in Show, recognizing standout products, innovations and services introduced during NAMM week.
The week concludes with the She Rocks Awards, honoring women making significant contributions across music and audio through performances and industry recognition.
2026 Attendance and Business Figures
According to NAMM, the 2026 show attracted more than 60,000 attendees from 122 countries, regions and territories, including more than 8,650 international attendees. Organizers estimated attendees’ combined buying power at $9.8 billion.
NAMM also reported that 92% of exhibitors connected with their target audience, while 90% of attendees said they saw the brands they came to see.
Creators Extend the Show’s Digital Reach
Artists and performers accounted for 26.1% of attendees in 2026. NAMM reported that creator and influencer coverage generated more than 70 million social media views, over 2.1 million likes and nearly 50,000 comments.
According to the association, creator reach has grown at an annual rate of 83.6% since 2023. NAMM’s Instagram channels separately reached 553,000 accounts and generated 5.7 million views in 2026.
Creator Lounges, Creator Studios and expanded influencer programming provided additional opportunities for brands to connect with creators, extending product coverage beyond the convention center through social media and other digital channels.
Education and Live Music Remain Central
The 2026 show offered more than 250 education sessions, generating over 91,000 engagements, according to NAMM. Topics included business strategy, the creator economy, recording, live sound, music education and emerging technologies.
The 2027 program expands with new summits and experiences for entrepreneurs, executives, retailers, artists, educators, engineers, creators and technology professionals.
Live performances and appearances across the NAMM campus will feature emerging artists, creators and established performers. Artists and groups appearing at the past three 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.
NAMM said the 2027 artist lineup would be announced in the weeks following its September 9 registration announcement.
Show Map and Digital Planning Tools
The 2027 NAMM Show map is scheduled for release in September. Attendees can also use NAMM’s digital resources to research exhibitors, products, education and events before arriving.
In 2026, the online exhibitor directory recorded more than 150,000 unique visits worldwide. The show’s mobile app generated 31,000 downloads and 330,000 launches, while attendees made more than 87,000 exhibitor additions to their personal planners before the show opened.
These tools support advance planning and give exhibitors visibility before, during and after the event.
How to Register for the 2027 NAMM Show
NAMM members and qualified industry professionals can register through the official NAMM Show registration page.
Additional visitor information is available on the NAMM Show attendance page. Companies can find exhibiting and digital brand opportunities through NAMM’s exhibitor website.
About NAMM
Based in Carlsbad, California, NAMM is a not-for-profit trade association representing the $18.1 billion global music products industry. It describes itself as the world’s largest not-for-profit music trade organization, with more than 9,000 member companies and individual professionals worldwide, supporting an industry that employs more than 400,000 people.
NAMM provides public policy advocacy, education, events and member services to strengthen the industry and broaden access to music-making. It also operates The NAMM Foundation, supporting music education, global grantmaking and programs that expand participation across all ages and stages of life.
dshowmusic.com
