NAMM Releases Report & Recap On 2021 Believe in Music Week Virtual Event

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For many, the virtual platform allowed for a deeper-dive across the education channels. Lauren Haas Amanfoh of Royalton Music Center says that “The format of Believe in Music week allows me to be in many places at one time – something that is impossible to do at a physical NAMM Show. It has been wonderful to be able to watch a session on-demand after its premiere, so we don’t miss any of the tremendous speakers, sessions, and performances.”

The NAMM U Business Track brought together top minds to offer actionable strategies, tactics, and best practices for music retailers and brands to navigate to the next level. At the heart of the track were sessions on pressing topics, including “SEO Tips for 2021” by SEO specialist Bill Sebald; “E-mail Marketing Tips to Increase Sales by 3x” by Ayana Webb of The Musical Webb; and a variety of sessions themed to online marketing and social media strategy, branding, virtual lesson programs, and creative ways to manage inventory and cash during a pandemic. Bob Phibbs, “The Retail Doctor,” and New York Times best-selling author Scott Stratten also returned for special sessions,

Sessions for recording, live sound, house of worship professionals, and music technologists dove into the latest tools, tips, and innovations while also exploring the landscape of new technology. Programs included TEC Tracks, which offered big-picture sessions and high-profile topics in recording, live sound, and music business, featuring industry thought leaders. Highlights included interviews with top producers, engineers, and artists, including Dave Cobb, Craig Bauer, John Boylan, Suzanne Ciani, and Peter Asher, and live streaming and remote music production tips sessions for house of worship audio professionals.

In addition, A3E (Advanced Audio + Applications Exchange) featured future-forward education on how next-generation content creation is reshaping the entertainment industry. AES (Audio Engineering Society) presented educational sessions on key topics for audio professionals, including streaming live performances and new music industry business models; and Dante Training from Audinate featured free Dante certification training of its leading audio-video network solution.

In a first, the Event Safety Alliance (ESA) and Show Makers, resources for the live event community, joined the NAMM event. The ESA shared a suite of educational sessions with a diverse roster of academics and industry professionals that explored critical issues within the live event space, including safety in production design, risk management, COVID-19 mitigation planning, and more. Show Makers offered a roster of concert industry professionals who delivered Show Maker-curated sessions and mentoring, designed to unite, uplift, and strengthen those who work in entertainment production. This included sessions on touring, careers, leadership, mental health, and more.

For emerging and established artists, songwriters, and studio musicians, the Artist track covered the new music industry landscape and tips for success. Presenters included Suzanne Ciani, Russ Kunkel, and Leland Sklar, and just a few topics included getting on a streaming playlist, making a living in the new music industry, looping techniques and music release strategies for a streaming world.

Music and arts advocates, nonprofit management, and music education professionals joined in 53 sessions and special events from The NAMM Foundation track. The programming included GenNext, a collaboration between The Foundation and The College Music Society (CMS), which offered college-aged students and faculty access to career and professional development opportunities; Music Education Days for school music teachers and administrators to preview the latest instruments, products, and tools relevant to today’s changing music classrooms; Music and Social Justice to discuss diversity and inclusion, and the role of music; Music and Wellness, to explore better living through music for lifelong learners seeking health enrichment; and the Nonprofit Management Institute to provide music nonprofits resources to grow and succeed.

Yamaha Entertainment Group debuted The Sound of Us, a documentary directed by nine-time Emmy award-winning producer and Yamaha Artist Relations Group/Yamaha Entertainment Group’s chief artist relations executive Chris Gero. The film illustrates that during this critical time in history, music gives sound to hope and courage, allows us to grieve and be honest, and is the universal language that unites us all. The documentary featured interviews and performances with artists including Ben Folds, Hiromi, Sarah McLachlan, Preservation Hall Jazz Band, Antonio Sanchez, Patti Smith, Avery*Sunshine, Butch Walker, Eric Whitacre, and Will Wells.

The Top 100 Awards made its move to Believe TV in a live broadcast, which saw the industry virtually gathered to celebrate the spirit of the music retailer and to applaud their accomplishments, resilience, and commitment to serving music makers.

At the awards, Five Star Guitars received the coveted “Dealer of the Year” award. Owner Geoff Metts accepted the award and states, “We’re truly honored – it’s thrilling. It’s been a year that’s been so full of turmoil, and that’s…I’m just at a loss for words. I would like to thank the staff and everyone who has supported our business. This award means a great deal for all of us.”

The afternoon’s other recipients included Santa Monica Music Center, “Best Community Retail Store;” Amro Music Stores, Inc., “Best Customer Service;” Heid Music Company, Inc., “Best Marketing and Sales Promotion;” Andertons Music Co. “Best Online Engagement” and “Customers Choice Award;” Drum Center of Portsmouth, “Best Store Design;” Royalton Music Center, “Innovation Award;” and The Candyman Strings & Things “Music Makes a Difference Award.” Read the full release here.

On Friday, at the 36th TEC Awards, a 35-year retrospective was presented, and winners in 22 technical and seven creative excellence categories were announced and honored. The annual event recognizes the exemplary achievements and innovations behind the sound of recordings, live performances, films, television, video games and multi-media. See the full list of winners here.

Also on Friday, the Parnelli Awards honored past award recipients in special event, “Keep the Torch Lit, 20 Years of Parnelli Awards” retrospective. The two-decade highlight reel also offered a memorial video saying goodbye to those we’ve lost this year, and some well-wishes and words from Parnelli Awards Executive Producer Terry Lowe, Chairman of the Board of Advisors Marshall Bissett, and TPI’s Michael and Elizabeth O’Keefe.

Closing out the week, the evening featured a celebration of outstanding women in the industry at the She Rocks Awards. The 9th annual awards show was hosted by Lzzy Hale (HALESTORM) and Lyndsey Parker (Yahoo! Entertainment) and honored The Go-Go’s, Heart’s Nancy Wilson, Amy Lee of Evanescence, Cherie Currie from The Runaways, comedian Margaret Cho, drummer Cindy Blackman Santana, and others.

Future Outlook
At present, the industry looks forward to gathering in Nashville at Summer NAMM, July 15-17, 2021 at Music City Center in Nashville.

NAMM Believe in Music Week