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NAMM Show 2021 Replaced by ‘Believe in Music Week’ Online

With the Covid-19 pandemic continuing to rage on, NAMM reimagines its January convocation as an online event.

NAMM Believe In Music WeekCarlsbad, CA (August 10, 2020)—With the Covid-19 pandemic continuing to rage on, NAMM has shifted gears in regard to its annual NAMM Show convention, which was scheduled to take place in January, 20201. The in-person convention will not be held, but instead replaced by “Believe in Music Week,” a week-long online music event kicking off January 18, 2021.

The organization expressly states the event will not be a virtual tradeshow, but rather a panoply of programming and professional education, presented alongside “an interactive marketplace to connect buyers and sellers.” In an announcement for Believe in Music, NAMM emphasized educational offerings aimed at all segments of the MI, pro audio and retail industries that would provide thought leadership, raising the possibility of its trademark NAMM University presentations typically given at the annual trade show. Nonetheless, the organization fully plans to also provide B-to-B opportunities for product announcements, brand initiatives, customer engagement and more.

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“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,” Joe Lamond, NAMM President and CEO, said in a statement. “Believe in Music week will be a critical step for our industry to help us prepare for the new year and new opportunities.”

While The NAMM Show will not be taking place, many of its tent-pole events, such as the TEC Awards and Top 100 Dealer Awards will be held during Believe in Music Week. As always, the 36th TEC Awards will recognize individuals, companies and technical innovations behind the sound of recordings, live performances, films, television, video games and multimedia. Accordingly, the TEC Awards’ annual call for entries remains open through August 31 at

The event will be accessible at, and NAMM plans to announce more details of events, receptions and other activities in the weeks and months ahead.