“Believe in Music has proven to be a valuable experience for our brands. The overwhelmingly positive response to the virtual show proves how strong our industry is and how fierce our desire to connect with fellow music makers is. The engagement and ability to watch sessions live or on-demand bring even more value to the experience,” shares Morgan Walker of KORG USA. “By supporting this event, we support NAMM’s mission to strengthen the music products industry and promote the benefits of making music. The more we can support getting instruments in the hands of younger generations, the more we can support our dealers.”
“As they say in the music business, ‘the show must go on’ even if it means trying something completely different,” says James “JC” Curleigh, President and CEO of Gibson Brands. “The team at NAMM truly demonstrated the right balance of professionalism, passion, and perseverance for virtual NAMM 2021. We all Believe in Music!.”
At the Marketplace, the latest technologies and gear were presented across brand experience pages, showcasing brand stories and information, along with special events. At press time, 768 brand events were held throughout the week.
Mitch Gallagher of Sweetwater offers, “Believe In Music week was a tremendous opportunity for everyone — not just the trade — to take part in the excitement of NAMM. Believe In Music brought us all the new gear we love and crave, along with a critical element for anyone interested in playing, writing, or recording music: inspiration. More than a substitute for the traditional trade show, Believe in Music week established a new venue for manufacturers, retailers, press, and music-makers to connect, interact, and learn from one another. A huge success!”
“We’ve been thoroughly impressed with the overall virtual experience of NAMM: Believe in Music week,” says Abby Kaplan, VP of Global Retail Sales at Shure. “While we miss seeing everyone in person, we have still been able to connect with customers, introduce them to our products, and do planning with our channel partners. The well-thought-out digital platform has enabled us to continue conducting giveaways, live streams, and live chats to new customers as if we were in person. We are optimistic about the year ahead and look forward to seeing everyone in 2022.”
Networking was a primary priority for many, with David Jahnke of Hal Leonard pointing out, “While nothing can replace the in-person experience, BIM week has given us the opportunity to introduce ourselves to members of the music retail and educational community that might not have the opportunity to go to NAMM. Virtual BIM has been the next best thing to being there.”
“Believe in Music week vastly exceeded my expectations, packed with valuable information, education and in-depth product seminars. It truly felt like a global music community connected by this platform that became a social network for the music industry and attendees,” says Chris Tso of Full Compass. “This was a great way for our staff to participate, gain skills we can use today and a powerful way to promote the benefits of making music.”
Three main TV stations — Believe, Artist, and Gear TV — offered live interviews, new gear features and special performances. On Thursday and Friday, Believe TV served as the main hub of activity and featured the likes of Lamond and co-host Herb Trawick (Pensado’s Place) for two full days of industry updates, interviews with “Unsung Heroes,” and a series of special events.
Each morning began from the live anchor desk at Gnarlywood Studios in Carlsbad, California, featuring live interviews with multi-platinum, GRAMMY award winners Garth Brooks and Melissa Etheridge as the recipients of 2021’s “Music for Life” award. In his interview, Brooks told stories of adaptation and recognized the importance of his tour team and bandmates, as well as the best advice he could offer emerging leaders in the industry: “The Bottom line: treat people the way you want to be treated. Make people feel the way you want to feel… If you truly get this gig… give it every chance you take the stage — it may be your last — get everything out of it that you can…leave it all on the stage.”
On the future of live concerts, he adds, “You never know what’s going to come in life. In the future, I will approach playing again like I never have before because it’s never been taken away from me… so get ready. It’s going to be a flurry of activity like you’ve never seen from artists, fans, everybody – get ready, I can’t wait.”
On Friday morning, Gibson Brands President and CEO James “JC” Curleigh shared his thoughts on the state of the industry and a rising generation of new creators and players, and ways to connect. After, Melissa Etheridge joined Lamond and Trawick for a live interview on her career, the pandemic, and pivoting to her online platform, Etheridge TV, where she performs three times per week for fans. In the interview, she shared her thoughts on her career and why music is so important: “What we do is so important, and it has been through all through time – can you imagine a life without music? We have a gift, and that gift has to be given, shared to be experienced. I give thanks every day that I get to do this every day.” Etheridge closed the interview with an abridged performance of her hit, “Come to My Window.” Following the interview and performance, a special Martin Guitars Jam in Place featured a performance from guitarist John Mayer.
Brooks and Etheridge joined other artists at Believe week, including Glen Ballard; Jackson Browne; Chick Corea; deadmau5; Nathan East; Lzzy Hale; Orianthi; Patrice Rushen; Billy Bob Thornton; Diane Warren; and more. Legendary composer Mel Brooks, presented by Hal Leonard, shared the story behind some of his most memorable compositions; Jimmy Jam and Terry Lewis, presented by Roland, discussed the intersection of the artist and product relationship; and keys legends Herbie Hancock, Greg Phillinganes, James Poyser, Terrace Martin, and Robert Glasper joined Korg to discuss their approach to making music.