NAMM 2021 Cancels Due to COVID-19, Replaced by Virtual "Believe in Music" Program

If you're a regular reader here on Reverb, you probably know by now how much we love the bi-yearly NAMM shows—especially the one held in Anaheim, California every January. In the weeks leading up to the show, we cover all of the exciting gear rumors and releases we can find, and once on the convention floor, the coverage only intensifies.

But this year, NAMM, like so many other things, is going to be different. In fact, it's not quite going to happen at all. In a commitment to keeping NAMM members and show-goers safe and healthy first and foremost, NAMM has decided to launch the virtual "Believe in Music" program in place of the standard trade show, which kicks off the week of January 18, 2021.

According to a release from NAMM, Believe in Music is a "global gathering to unify and support people who bring music to the world." On BelieveinMusic.tv, you'll be able to find and participate in "a mix of comprehensive programming and professional education," and NAMM has also mentioned that there will be a virtual marketplace for connecting buyers and sellers.

NAMM Believe in Music

"While it remains unsafe for us to gather in person in January, Believe in Music week will use new, intuitive technology to connect us all to harness the incredible energy that happens when we come together," said Joe Lamond, NAMM President and CEO.

"With a robust marketplace to launch new products and share your brand story, Believe in Music will also feature networking and matchmaking for our buyers and our sellers, education for all segments of the industry, and live music and concerts. And just like at all NAMM events, these activities will raise awareness and financial support to serve our NAMM family across our Circle of Benefits model. Believe in Music week will be a critical step for our industry to help us prepare for the new year and new opportunities."

In addition to the special programming, the weeklong Believe in Music event will also host the MI industry annual events we're used to catching at NAMM, like the TEC Awards—which recognize achievements in he sound of recordings, live performances, films, television, video games and multimedia—and the Top 100 Dealer Awards.

More information is to come in the following weeks regarding the programming, events, receptions, and other activities planned for Believe in Music week, so stay tuned for more. In the meantime, see NAMM's full statement here.

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