NAMM Show 2027 Guide: Dates, Badges, App & Attendees
By Ilyas Kerbal,
The NAMM Show 2027 returns to the Anaheim Convention Center in January, this time billed as a five-day global celebration of music, product innovation and industry leadership. Around 60,000 registrants and thousands of brands make it the main yearly meeting point for the music-products business.
It is trade-only, but it doesn’t feel like a typical trade show. Live performances, artist appearances and demos run all day. Behind the noise, retailers, distributors and manufacturers are doing serious business, and that is what this guide focuses on.
NAMM Show 2027 at a glance
| Next edition | January 2027 (announced as a five-day ‘global celebration’) |
| Venue | Anaheim Convention Center + Hilton and Marriott Anaheim |
| City | Anaheim, California, USA |
| Typical month | January |
| Frequency | Annual |
| Attendance | ~60,000 registrants |
| Exhibitors | ~1,700 exhibiting companies (thousands of brands) |
| Industry | Music products, pro audio, live event & entertainment tech |
| Organizer | NAMM (National Association of Music Merchants) |
| Official website | namm.org/thenammshow |
What is NAMM?
The NAMM Show is the main annual gathering of the music-products business. Instrument makers, pro-audio and lighting brands, music-tech software companies and distributors meet retailers, distributors, educators and artists from around the world.
It is a trade-only event, but with a strong creative culture: concerts, artist appearances and product demos fill the halls. Education tracks cover retail, pro audio (TEC Tracks), live events and music education.
Where does NAMM take place?
Anaheim Convention Center plus the neighbouring Hilton Anaheim and Anaheim Marriott.
Does it change location? No. Anaheim, normally every January.
Room filled with guitars and music equipment. Photo by Hashem Al-Hebshi on Unsplash.
NAMM attendee profile
- Music retailers and buyers
- Distributors and importers
- Manufacturers’ product teams
- Audio engineers, producers and live-event professionals
- Music educators and students
- Artists, media and influencers
The floor mixes brands, retail buyers, distributors and service providers. For B2B sellers, the value comes from filtering the list down to the companies that actually buy from you, whether that is retailers or the brands themselves.
Exhibiting or attending NAMM? I can deliver the NAMM attendee and exhibitor list, enriched with job titles, company size, industry and LinkedIn profiles, as a CRM-ready file before the event starts. Ask for your NAMM list on Prospector
Target industries at NAMM
- Musical instruments
- Pro audio, recording and live sound
- Lighting and staging for live events
- Music software, plugins and AI music tools
- Music education
- Retail and distribution of music products
- House of worship tech
The sales opportunity at NAMM
The music-products industry runs on relationships between manufacturers, distributors and retailers, and NAMM is where those relationships get renewed. International distributors in particular use the show to sign or review product lines.
For suppliers, software companies and service providers, the most valuable attendees are retail buyers, distributor executives and manufacturers’ product teams. They are hard to catch on the floor, so arranging meetings ahead of time is the most reliable approach.
Should you go to NAMM?
Best for: brands looking for retail and distribution buyers, and suppliers or service providers whose customers are the brands exhibiting at NAMM.
Less ideal for: vendors without a clear retail or brand angle. The attendee list needs heavy filtering if your buyer is not part of the buying chain.
Passes and pricing
| Option | Price / details |
|---|---|
| Qualified attendee badge (incl. individual members) | $150 |
| Students | $75; member over-allocation badges: $75 |
| Non-exhibiting commercial member | $325 |
| App-only access | $35 (free for members) |
| Typical cost | About $150 per qualified attendee. |
Prices change between editions and by registration date, so treat these as a guide and check namm.org/thenammshow before you buy.
The NAMM app and platform
Yes, The NAMM Show app is included with every registration (exhibitors, sessions, maps, scheduling).
From a sales point of view, the app’s main limitation is access. You see the people who chose to be visible, you can’t pull them into your CRM, and once the event ends the data usually disappears with it.
Is NAMM worth it?
| Pros | Cons |
|---|---|
| The whole music-products supply chain in one place | Loud, crowded environment for meetings |
| Strong international distributor presence | Niche industry |
| Affordable badge for qualified attendees | Badges restricted to members/qualified trade |
| Great for product launches with built-in artist marketing | Hotel prices rise near the convention center |
How to prospect at NAMM
| When | What to do |
|---|---|
| 6-8 weeks before | Get the attendee and exhibitor list. Segment it by job title, company size and industry, and remove existing customers and competitors. |
| 3-5 weeks before | Start outreach on email and LinkedIn. Mention the event, give a specific reason to meet and offer two or three time slots. |
| Show week | Confirm every meeting 48 hours ahead, keep a short list of walk-in targets, and log every conversation in your CRM the same day. |
| 1-5 days after | Follow up while the event is still fresh, then add non-responders to a nurture sequence. |
The halls at NAMM are loud. Suggest meetings in the Hilton or Marriott lobbies next door, or early in the morning before the demos start.
Already exhibiting at several shows this year? I can track the same buyers across events so nobody falls through the cracks. Talk to me about NAMM and your other shows.
Frequently asked questions
When is NAMM Show 2027?
January 2027 (announced as a five-day ‘global celebration’). Dates can shift, so confirm on the official website (namm.org/thenammshow) before booking travel.
Where is NAMM held?
Anaheim Convention Center plus the neighbouring Hilton Anaheim and Anaheim Marriott.
Does it move? No. Anaheim, normally every January.
How much does a NAMM ticket cost?
About $150 per qualified attendee. See the pricing table above for pass types.
Who attends NAMM?
Mainly music retailers and buyers; distributors and importers; manufacturers’ product teams; audio engineers, producers and live-event professionals.
Can I get the NAMM attendee list?
Event organisers rarely sell attendee lists. Prospector builds one for you from the event app and website: attendees, exhibitors and speakers, enriched with job title, company, company size, industry, LinkedIn profile and work email where available, delivered as a CRM-ready file before the event. Ask about NAMM here.
Get the NAMM attendee list
If NAMM is on your calendar, the best time to build your target list is now, while there is still time to book meetings. Contact me on Prospector with the event, your target roles and your CRM, and I’ll tell you what I can deliver and how fast.
Related event guides
- NAB Show 2027 Guide: Dates, Passes & Who Attends
- InfoComm 2027 Orlando Guide: Dates, Passes & Attendees
- SEMA Show 2026: Dates, Badges, Who Attends & Buyer Lists
Photo credits
- Cover image: Photo by Susan Mohr on Unsplash
- In-article image: Photo by Hashem Al-Hebshi on Unsplash
Sources
- Official website: namm.org/thenammshow
- NAMM - Registration pricing
- Music Inc. - Registration opens for 2027 NAMM Show
Event details were last checked in October 2026. Dates, venues and prices can change, so confirm them on the official event website.