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NAMM Announces Expanded 2027 Show Schedule, Adding New Summits, Awards, and Digital Touchpoints
The National Association of Music Merchants (NAMM) has released the full program for its 2027 Show, scheduled for January 26–30 at the Anaheim Convention Center in California. The five‑day event will open with education and networking on Tuesday, begin product and award presentations on Wednesday, and feature the main exhibition floors from Thursday through Saturday.
The 2027 Show will host more than 250 education sessions and 91,000 engagements, building on the 2026 program. Key new summits include the NAMM AI Marketing Summit, the inaugural NAMM Sync Summit, and a new Percussion Showcase in Hall C that will feature live demos every hour. Earlier in the week, the NAMM Succession Summit and the NAMM Financial Summit will address business strategy and financial health for music‑related companies.
Awards programming will continue to be a centerpiece. The TEC Awards, Backline Talk Awards, Bass Magazine Awards, and the Parnelli Awards will take place on Thursday, Friday, and Saturday, respectively. The Bass Magazine Awards will move to the ACC Arena and will be sponsored by RCF. Yamaha will host a Night of Worship concert on Thursday evening, and the She Rocks Awards will honor women who are making an impact in the industry on Saturday.
The main exhibit halls will open on Thursday, January 28, and remain open through Saturday. Exhibitors will showcase instruments, audio equipment, lighting, and emerging technologies. The show floor will also feature live musical performances and artist appearances on multiple stages. According to NAMM, the 2026 Show drew more than 60,000 attendees from 122 countries and territories, representing an estimated $9.8 billion in buying power.
Digital engagement will begin before the show and continue afterward. In 2026, the online exhibitor directory received over 150,000 unique visits, and the NAMM mobile app logged 31,000 downloads and 330,000 launches. The 2027 Show will release a detailed map in September to give exhibitors and attendees early visibility. Social media coverage from industry influencers is expected to generate more than 70 million views, mirroring 2026 numbers.
The 2027 Show will also feature a Grand Rally for Music Education on Friday, celebrating the role of music education in the industry and presenting world‑class performances. The event will be followed by the Parnelli Awards, which honor excellence in live event production.
NAMM president and CEO John Mlynczak said the 2027 Show “builds on that momentum with more opportunities to do business, experience incredible brands 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.”
The event will conclude on Saturday with the Best in Show and She Rocks Awards, highlighting the most innovative products and services and recognizing women leaders in music. NAMM will continue to release additional details throughout the year.
The 2027 NAMM Show is positioned as the largest gathering of the global music products community, offering a comprehensive mix of product discovery, professional development, live performance, and industry recognition. Attendees can expect a full schedule of educational sessions, networking opportunities, and award ceremonies that reflect the evolving landscape of music technology and business.
The 2027 Show will host more than 250 education sessions and 91,000 engagements, building on the 2026 program. Key new summits include the NAMM AI Marketing Summit, the inaugural NAMM Sync Summit, and a new Percussion Showcase in Hall C that will feature live demos every hour. Earlier in the week, the NAMM Succession Summit and the NAMM Financial Summit will address business strategy and financial health for music‑related companies.
Awards programming will continue to be a centerpiece. The TEC Awards, Backline Talk Awards, Bass Magazine Awards, and the Parnelli Awards will take place on Thursday, Friday, and Saturday, respectively. The Bass Magazine Awards will move to the ACC Arena and will be sponsored by RCF. Yamaha will host a Night of Worship concert on Thursday evening, and the She Rocks Awards will honor women who are making an impact in the industry on Saturday.
The main exhibit halls will open on Thursday, January 28, and remain open through Saturday. Exhibitors will showcase instruments, audio equipment, lighting, and emerging technologies. The show floor will also feature live musical performances and artist appearances on multiple stages. According to NAMM, the 2026 Show drew more than 60,000 attendees from 122 countries and territories, representing an estimated $9.8 billion in buying power.
Digital engagement will begin before the show and continue afterward. In 2026, the online exhibitor directory received over 150,000 unique visits, and the NAMM mobile app logged 31,000 downloads and 330,000 launches. The 2027 Show will release a detailed map in September to give exhibitors and attendees early visibility. Social media coverage from industry influencers is expected to generate more than 70 million views, mirroring 2026 numbers.
The 2027 Show will also feature a Grand Rally for Music Education on Friday, celebrating the role of music education in the industry and presenting world‑class performances. The event will be followed by the Parnelli Awards, which honor excellence in live event production.
NAMM president and CEO John Mlynczak said the 2027 Show “builds on that momentum with more opportunities to do business, experience incredible brands 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.”
The event will conclude on Saturday with the Best in Show and She Rocks Awards, highlighting the most innovative products and services and recognizing women leaders in music. NAMM will continue to release additional details throughout the year.
The 2027 NAMM Show is positioned as the largest gathering of the global music products community, offering a comprehensive mix of product discovery, professional development, live performance, and industry recognition. Attendees can expect a full schedule of educational sessions, networking opportunities, and award ceremonies that reflect the evolving landscape of music technology and business.