The 2027 NAMM Show will run from January 26–30 at the Anaheim Convention Center, expanding the industry gathering into a five-day program of education, networking, live music and awards. The main exhibition floors will open from January 28–30 for three days of product launches, demonstrations and business meetings.
NAMM, the National Association of Music Merchants, announced the expanded event schedule on August 18. The organization expects the show to bring together musical instrument and technology manufacturers, retailers, artists, creators, educators, audio professionals and other industry leaders from around the world.
“The NAMM Show has evolved into a global platform that brings together the people, products and ideas shaping the future of music,” said NAMM President and CEO John Mlynczak.
Mlynczak said the 2027 edition would offer additional opportunities to conduct business, discover brands, attend live performances, connect with content creators and recognize achievements across the global music industry.
Education program begins ahead of the exhibition
The 2027 NAMM Show schedule begins on Tuesday, January 26, with professional development, networking and half- and full-day educational summits aimed at different sectors of the music business.
Financial experts Alan Friedman and Daniel Jobe will lead a full day of financial training for music companies. The morning’s NAMM Succession Summit will examine the factors that influence business value and how owners can prepare for a transition.
The afternoon NAMM Financial Summit will focus on monitoring financial health and strengthening profitability. The inaugural NAMM Music Education Advocacy Summit will also take place that afternoon, providing businesses with tools and messaging to support music education funding.
AI, audio and leadership summits set for Wednesday
Programming on Wednesday, January 27, will include the new NAMM AI Marketing Summit. Building on NAMM’s previous marketing events, the summit will examine how companies can apply current artificial intelligence technologies to their marketing strategies.
Audio professionals will have access to the TEC Tracks Studio Summit and TEC Tracks Live Sound Summit, with speakers discussing developments in studio recording and live sound. The Entertainment Technology Summit will provide practical strategies for professionals working in lighting and live event production.
The Women of NAMM Leadership Amplified summit will return with leadership training for professionals and their teams. Music educators, industry representatives and workforce partners will also meet at the Music Education Leaders Summit to examine how music education prepares students for careers throughout the wider music ecosystem.
Wednesday’s schedule will additionally feature the NAMM Retail Awards, recognizing members of the international music retail community. NAMM’s Global Media Day will host product and business announcements from major industry brands alongside live musical performances.
NAMM adds Sync Summit and Percussion Showcase
The new NAMM Sync Summit will take place on Thursday, January 28. Industry professionals will discuss developments in music synchronization and placement, with the program designed in part for the more than 24,000 artists who attend The NAMM Show each year.
Another addition for 2027 is the Percussion Showcase in Hall C. The dedicated area will feature leading percussion brands and live demonstrations scheduled every hour.
Education will remain a central part of the event. The 2026 NAMM Show offered more than 250 educational sessions and generated 91,000 engagements. The 2027 program will cover business strategy, the creator economy, recording, live sound, music education, artificial intelligence and emerging technologies.
Exhibition floors open January 28
The main exhibition floors will open on Thursday following Industry Insights sessions hosted by Mlynczak and featuring industry and artist guests. The halls will remain open through Saturday, January 30.
Exhibitors will present musical instruments, professional audio equipment, lighting products and entertainment technologies. The three-day exhibition will include product demonstrations, brand activations, meetings, creator engagement and networking between buyers, sellers, artists and other music professionals.
Live music and artist appearances will take place across multiple stages and venues throughout the NAMM campus during the week.
2027 NAMM Show daily schedule
Tuesday, January 26: Education and professional development
The opening day will focus on educational summits, industry programming, networking, professional development and special events across the NAMM campus.
Wednesday, January 27: Global Media Day and NAMM Retail Awards
The second day will combine education and networking with the NAMM Retail Awards. Global Media Day will feature product and business announcements from participating brands, as well as live performances.
Thursday, January 28: Exhibition opening and industry awards
The exhibition floors will open after the Industry Insights sessions. Thursday evening will feature the TEC Awards, Backline Talk Awards and Bass Magazine Awards, while the Yamaha Main Stage will host the Night of Worship concert.
For 2027, the Bass Magazine Awards will move to the RCF-sponsored ACC Arena and become an official on-campus NAMM event. The program will feature honorees, artist collaborations and live performances recognizing established bass players, influential artists and emerging talent.
Previous editions of the Bass Magazine Awards have included performances or appearances by artists associated with Tool, Green Day, Primus, Khruangbin, Metallica and Earth, Wind & Fire.
Friday, January 29: Grand Rally and Parnelli Awards
Friday will begin with the Grand Rally for Music Education, featuring performances and stories about the effect of music education on students around the world. The event is intended to highlight the role of music education within the wider industry.
The exhibition floor will continue with demonstrations, meetings, networking, educational sessions, creator activities and live music. The Parnelli Awards will take place in the evening, recognizing achievement and commitment within the live event production industry.
Saturday, January 30: Best in Show and She Rocks Awards
The final day will include a full schedule of exhibition-floor activities. The show will conclude with Best in Show, recognizing products and services presented by 2027 exhibitors, and the She Rocks Awards, honoring women making an impact across the music industry.
NAMM reports strong international reach
More than 60,000 people from 122 countries, regions and territories attended The NAMM Show in 2026, according to the organization. NAMM estimated that those attendees represented $9.8 billion in purchasing power, with more than 8,650 international attendees participating.
Content created at the event generated more than 70 million social media views. The organization said the 2027 show would build on that international reach following the NAMM NeXT Europe event held in June.
Digital platform extends exhibitor visibility
NAMM is also expanding the show’s digital presence beyond the five-day event. Its online exhibitor directory recorded more than 150,000 unique visits worldwide in 2026, while the NAMM Show mobile app generated 31,000 downloads and 330,000 launches.
The map for The 2027 NAMM Show is scheduled for release in September. NAMM said the directory, app and other digital services would allow exhibitors and attendees to connect before arriving in Anaheim and maintain visibility after the exhibition closes.
Further program, performance and exhibitor details are expected to be announced in the months leading up to the event.
About NAMM
NAMM is a not-for-profit trade association representing the global music products industry, which it values at $18.1 billion. The association comprises more than 9,000 member companies and individual professionals and represents an industry employing more than 400,000 people worldwide.
The Carlsbad, California-based organization supports the music products sector through events, education, advocacy, public policy work and member services. It also operates The NAMM Foundation, which supports music education, international grantmaking and programs intended to expand participation in music across different ages and stages of life.
More information about The 2027 NAMM Show is available at NAMM.org.
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