NAMM Show Announces 2027 Dates The 2027 NAMM Show will be held in Anaheim, January 26-30, with the main exhibition floors open to attendees from January 28-30. In 2026, more than 60,000 attendees from 122 countries, regions, and territories gathered at The NAMM Show, representing an estimated $9.8 billion in buying power. Ninety-two percent of exhibitors reported connecting with their target audience, and 90% of attendees said they saw the brands they came to see "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," says John Mlynczak, NAMM president and CEO. "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 U.S. business attendees that enhances their critical business narrative." More than 8,650 international attendees participated in 2026, representing every major market around the world. Europe accounted for 34.6% of international attendance, followed by Latin America at 23.1% and East Asia at 22.9%. Several Latin American markets -- including Brazil, Colombia, and Guatemala -- continued to grow significantly year over year. Top attending countries included China, Mexico, Canada, the United Kingdom, Germany, Italy, Japan and Brazil. Creator-generated content from The NAMM Show has now reached more than 70 million social media views in 2026, growing at an 83.6% annual rate since 2023. Also, artists and performers now represent 26.1% of all attendees. More than 2.1 million likes and nearly 50,000 comments were generated through creator coverage. NAMM's Instagram channels reached 553,000 accounts and generated 5.7 million views. The addition of Creator Lounges, Creator Studios and expanded influencer programming has enabled brands to engage directly with creators producing content in real time from the show floor. Today's NAMM experience begins long before opening day and continues well after exhibitors pack up their booths. In 2026. The online exhibitor directory received more than 150,000 unique visits globally. The mobile app generated 31,000 downloads and 330,000 launches. More than 87,000 exhibitors were added to attendee personal planners before the show opened. These digital touchpoints begin when The NAMM Show map is released in September and create months of visibility and discovery opportunities, helping exhibitors connect with attendees before they ever arrive in Anaheim. In 2026, attendees participated in more than 250 education sessions that generated over 91,000 total engagements. Sessions covering business strategy, the creator economy, recording, live sound, music education, and emerging technologies attracted tens of thousands of in-person participants throughout the week. Headline presentations, including appearances by major industry figures and artists, drew standing-room-only audiences. The NAMM Retail Awards, TEC Awards, Bass Magazine Awards, She Rocks Awards, Parnelli Awards, Backline Talk Awards, and Best in Show continue to attract media attention, social engagement, and industry-wide visibility. The last three NAMM Shows have seen live musical performances and appearances from some of the most recognized musicians and groups in the world, including: Jon Batiste, Jacob Collier, Queen Cora, Billy Corgan, Green Day, Primus, Charlie Puth, Chad Smith, Lindsey Stirling, Jack White, and Victor Wooten. For more information about the 2027 NAMM Show and the Show's digital brand experience, visit exhibit.namm.org. 
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