NAMM Expectations - or lack thereof
Winter NAMM (the National Association of Music Merchandisers trade show) in Anaheim is coming up in a few weeks on January 22nd to 25th, and while still exciting, it’s much less so than in the past.
1. Don’t expect much new. Thanks to the Internet, there are few surprises at trade shows anymore. We hear about what’s new online far before the show begins, and even if there’s a new announcement at the show, it’s available instantly online. That said, there’s very little buzz about new products this year (except for one big one heading to the cloud - don't ask as I'm sworn to secrecy).
2. We need a new breakthrough. Samples, loops, Ableton, DAWs, working in the box - those changes have gradually been accepted by the music makers of yesterday and today. Been there, done that. Microphones and loudspeakers have evolved, but the technology really hasn’t changed for nearly a hundred years in many cases. It would be great to see more new ideas instead of the same old same old.
3. You either innovate or die. The industry has been evolutionary for a number of years now. You can’t keep selling the same thing over and over and expect to flourish.
4. It’s not coming from “classic” engineers. Old school engineers are great at what they do, but set in their ways. It’s the younger generation that’s going to change things with new thinking, approaches and ideas.
5. Groundbreaking doesn’t come from the major manufacturers. It’s the small mom & pop operations located in the NAMM basement in HALL E that often have the newest, freshest ideas. If you’re going to NAMM, plan to spend more time there.
6. It’s a horrible place to test gear anyway. If you’ve not been there, imagine trying to do some critical listening on the floor of a busy airport terminal. Not good.
7. No, I can't get you a pass. Unlike other trade shows, NAMM is very strict about passes. Even exhibiters have a limited number to give out. Bottom line, I go for the friends that I only see at trade shows, and feel it’s a lucky surprise if I actually spot something useful. I’ll have a NAMM report on my Big Picture production blog after the show to show you what was hot at the show, but don’t expect the ground to break. If you know of a new cool product being introduced at NAMM, groundbreaking or otherwise, please let me know! |
