NAMM builds on global growth ahead of expanded 2027 show

NAMM has confirmed that the 2027 NAMM Show will return to Anaheim, California, from January 26–30, with the main exhibition taking place from January 28–30, as the association continues its efforts to reposition the event as a year-round global business platform.

The announcement follows three years of changes that have broadened the show's focus beyond a traditional trade exhibition, placing greater emphasis on digital engagement, education, creator participation and international attendance.

According to NAMM, more than 60,000 people from 122 countries and territories attended the 2026 edition, including over 8,650 international visitors. Europe accounted for the largest share of overseas attendance, followed by Latin America and East Asia, with China, Japan and Brazil among the strongest represented markets.

NAMM president and CEO John Mlynczak said the show's evolution reflects changing priorities across the music products industry. “For NAMM member companies and attendees, success means measurable outcomes, qualified business leads, meaningful partnership discussions and media influencer exposure that extends throughout the year,” explained Mlynczak. “The NAMM Show is the only platform where companies can make a profoundly physical statement to a global audience of tens of thousands of media, influencers, creators and both international and US business attendees that enhances their critical business narrative.”

One of the most significant developments has been the growing influence of creators and artists. NAMM said creators, performers and influencers now represent more than a quarter of attendees, while creator-generated content from the 2026 show attracted around 70 million social media views. To support this audience, the association introduced dedicated Creator Lounges and Creator Studios on the show floor.

Digital engagement has also become a larger part of the event's strategy. Ahead of the 2026 show, the online exhibitor directory attracted more than 150,000 unique visitors, while the official mobile app recorded 31,000 downloads and more than 330,000 launches.

Education will remain a key feature in 2027 after more than 250 professional development sessions were held at this year's event, covering topics including business strategy, live sound, recording, music education and emerging technologies.

NAMM reaffirmed that next year’s edition will continue to combine education, networking, live performances and product exhibitions as the organisation seeks to strengthen its role as an international meeting point for the music products industry.