To go or not to go, and the perils of the no-show.
“The NAMM Show is quickly approaching!”
That’s either a battle cry or a warning, depending on your perspective, heard biannually in the music industry. (At least in non-pandemic years.) The most universal analogy I use for NAMM is: “Think of it as Comic-Con for music gear.” For many of us in the instrument business, the trade show seems to be constantly looming. In addition to convention preparations always occupying the back of our minds, I feel it has also created pressure for companies to release products around its schedule, if not almost dictated it.
I have lived on both sides of the curtain. I used to be in the audience, wondering how I could gain access to the show as an exhibitor. I have also been backstage, directly involved with most of the aspects of presenting Coppersound’s pedals. So, I’ve got a perspective of NAMM from both viewpoints. And with the latest NAMM show just behind us, that perspective is the catalyst for this month’s column.
As an outsider looking in, a big attraction to attending the event is seeing what new products are going to be released by some of my favorite companies. That hunt rarely requires clues because exhibitors typically plaster their booths with media and signage that promotes their newest releases. For us manufacturers, that also raises a big question: “Should a company present at NAMM without a new release?” That query naturally does a cannonball into the pool of philosophy. But for the sake of this article, I would prefer to keep the focus more in the pool of psychology—most notably appearances and perception.
As an insider looking out, I have had many conversations in the past with industry colleagues about all aspects of attending NAMM. We often discuss booth layout, travel plans, shipment logistics, costs, and more. There is also a specific day that we all wait for: the day the show map is made public, and each exhibitor can see the upcoming floor plan. We can see who our booth neighbors are going to be and take stock of what other companies will be attending. And therein lies the root of the most speculation, along with possible concerns.
“What should drive new products is the excitement of innovation and not the notion of releasing something just to release something.”
The showroom floor is filled with many types of companies within the industry, big and small—from single-owner outfits with a small table-top booth to medium operations with five to 10 employees to large household names occupying a booth the size of a mall food court.
Everybody, regardless of size, attracts attention in one way or another. However, it is not uncommon to worry about a lack of attendance if we see large companies—who tend to attract lots of music-store order writers—not attending the event. That’s especially troublesome if there is a lack of big presenters within our own line of business.
If a large, established company does not attend the show, people will notice and ask themselves, “Do they know something we don’t?” If a small, younger company does not attend, it’s quite possible those who are used to seeing that company’s booth will ask, “Are they not around anymore?” Especially in our Covid-tinted world.
I also wonder if attending the NAMM show is the perceived benchmark of determining if one has “made it.” I often define success by the act of achieving a premeditated goal. For those that do not know, registration for NAMM is many months before the show dates. If you are a company that has presented at these shows in the past, you will most likely not want to attend again without a new product. After all, new products are the big attraction. This brings us back to the release schedule for new products. NAMM is traditionally held twice a year: during winter in Anaheim and summer in Nashville. These shows are about six months apart. If a company decides to present at both shows, that entails a pretty intense product-release schedule—especially for small outfits. For larger companies, that’s typically not as difficult. But for even a medium-sized company looking to place and/or keep their flag in the ground, it can still be very tough.
I am a big proponent of the belief that deadlines create productivity. So, the NAMM release schedule may actually be a good thing for companies like ours. However, I feel that what should drive new products is the excitement of innovation and not the notion of releasing something just to release something.
So, while I deliberate our future NAMM events, here’s another thing that’s under my skin: Does anyone else find that the word biannually meaning both twice a year and once every two years is confusing?
Miss our NAMM Videos? We have you covered! See them all here in one place to find your next gear obsession.
B3 Guitars Telstar | NAMM 2022
Master builder Gene Baker talks about his new model that pays tribute to two classic designs.
Learn More: https://www.b3guitars.com/phoenix/
Positive Grid Spark MINI Demo | NAMM 2022
Although the new Spark Mini is extremely portable, it packs a lot of punch and a ton of tech.
Learn More: https://www.positivegrid.com/spark-mini
Earthboard EBII | NAMM 2022
Check out a new way to solve your pedal-power problems using a system that’s powered by rare magnets.
Learn More: https://earthboardmusic.com/shop/ols/products/eartboard-ebii
Blackstar St. James | NAMM 2022
Watch a demo of the British company’s new line that offers quite a punch in a lightweight package.
Learn More: https://blackstaramps.com/stjames/
La Bella Olinto Bass | NAMM 2022
The famed stringmakers launch a new 5-string bass that combines comfort with a classic look and feel.
Learn More: https://www.labella.com/bass/olinto-5-string/
Imperial Electrical Zeppelin | NAMM 2022
Designer Ben Fulton pays homage to two seminal guitar heroes with a pair of amp-in-a-box stomps that cover British arena rock and Sunset Strip sludge.
Learn More: https://www.premierguitar.com/videos/namm/imperial...
Manhattan Prestige Basses | NAMM 2022
Affordability and reliability come together in a new collection of low-end thump machines.
Learn More: https://manhattanprestigebasses.com/instruments/
Seamoon FX Funk Machine & Octatron | NAMM 2022
Legendary bassist Neil Jason unveils a trio of bass-centric pedals that offer grinding distortion, blissful chorus, inventive octaves, and more.
Learn More: https://seamoonfx.com/product/seamoon-funk-machine/
Taylor Guitars 724ce & 722ce Demos | NAMM 2022
After discovering a batch of builder’s-grade Koa, Andy Powers went to work on a new line of instruments that sport an airy sound and an ultra-thin finish.
Learn More: https://www.taylorguitars.com/guitars/acoustic/724ce
Black Volt Amplification Earthcaster | NAMM 2022
Born out of a rustic ethos and old-growth wood, the amp builders show off their new line of guitars.
Learn More: https://blackvoltamplification.com/products/earthc...
Gamechanger Audio Bigsby Pedal | NAMM 2022
Watch how this new collaboration with Fender has made the most extreme Bigsby moves much easier.
Learn More: https://gamechangeraudio.com/shop/bigsby-pedal/
Eastman Guitars Juliet Series | NAMM 2022
Designer Otto D’Ambrosio crafted a new series of offset solidbody guitars that balance a modern aesthetic with vintage vibes.
Learn More: https://www.eastmanguitars.com/electric_solid_body
Audient Evo 16 & iD44MKII | NAMM 2022
A pair of feature-packed interfaces that can cover full-band sessions and at-home demos.
Learn More: https://www.premierguitar.com/videos/namm/audient-...
Vola OZ RV TNC | NAMM 2022
These pure shred machines are sleek, loaded with useful features, and give classic body shapes a modern makeover.
Learn More: https://www.volaguitar.com/product/oz-rv-tnc/
GTRS Intelligent Guitar | NAMM 2022
With dozens of amp, cabs, and effects on board, these tech-heavy instruments offer a boatload of options under the hood.
Learn More: https://www.gtrs.tech/
Eventide Dot9 Pedals - NAMM 2022
Watch how a quartet of highly customizable pedals cover everything from spacious ambient ‘verbs to EVH-inspired micro-pitch delays.
Learn More: https://www.eventideaudio.com/
Dreadbox FX | NAMM 2022
Watch this demo of an interesting take on an otherworldly tremolo.
Learn More: https://www.dreadbox-fx.com/
Godin Guitars | NAMM 2022
The company celebrates its 50th anniversary with a signature model from a Canadian rock legend and a powerhouse HSS-loaded double cutaway.
Learn More: https://godinguitars.com/product/session-r-ht-pro-...
Dophix | NAMM 2022
Dig into a new line of Italian stompboxes that include a versatile tremolo, dead-simple dirt boxes, and more.
Learn More: https://www.dophix.it/
Vega-Trem | NAMM 2022
Check out a demo of a high-tech tremolo and get a sneak peak of a newly designed setup for T-style addicts.
Learn More: https://vegatrem.com/product/vt1-ultra-trem-standa...
ProCo Lil' Rat & Lava Coil Cable Demos | NAMM 2022
The classic sound of a seminal stompbox gets shrunk down into a micro-sized box.
Learn More: https://www.ratdistortion.com/product/625/lil-rat-...
Ernie Ball Music Man Tosin Abasi Kaizen | NAMM 2022
Tosin Abasi shares the backstory on his wildly inventive collaboration with Ernie Ball Music Man.
Learn More: https://blog.music-man.com/news/ernie-ball-music-m...
Martin D-28 Rich Robinson Demo | NAMM 2022
Check out the roots rocker’s new namesake dread, which is an exact copy of his father’s flattop.
Learn More: https://www.martinguitar.com/guitars/D-28-Rich-Rob...
Abasi Concepts ēmi Series Guitars | NAMM 2022
Watch Tosin Abasi shred through the highlights of a trio of new models.
Learn More: https://abasiconcepts.com/
Two Notes Engineering Revolt Series | NAMM 2022
The digitally-focused company goes analog with a new line of tube-driven amp sim pedals for guitar and bass.
Learn More: https://www.two-notes.com/en/revolt-guitar/
Versoul Raya 12 & Swan 4 | NAMM 2022
See how the company took one of their standout models and added a wealth of high-end features including a gold-leaf finish.
Learn More: https://destroyallguitars.com/collections/197-versoul
Paoletti Guitars Stratospheric Loft Series SSS & Nancy Loft Series Demos | NAMM 2022
Watch how a very long legacy of Italian winemaking informed the design of a pair of new guitars.
Learn More: https://www.paolettiguitars.com/guitars/series/sig...
Watch how a very long legacy of Italian winemaking informed the design of a pair of new guitars.
Stratospheric Series
What makes a Paoletti guitar unique is the careful selection and use of aged chestnut woods, preserved and reclaimed from our 130+ year old wine barrels. The vibrations that a chestnut body generates is one of a kind in frequency, harmony, and offers tonal sustain across the full harmonic spectrum.
Here is a Paoletti Stratospheric Loft HH - Heavy Deep Blue equipped with Roasted Maple, Tremolo Bridge and Paoletti OEM hardware. Designed by Darrell Braun.