NAMM (the National Association of Music Merchants) announced the conclusion of its annual board of directors meetings. It highlighted a year of growth and strong execution of its plans, with a clearer strategy.
In addition, the organization has defined an ambitious direction for the future, focused on improving return on investment through data (ROI), investing in advanced technologies, and strengthening its leadership in the sector. Twenty-nine industry leaders participated in three days of meetings in Carlsbad, California, from April 12–15.
Over the past year, NAMM successfully delivered on the commitments established at the April 2025 board meeting, including the introduction of a modernized technology infrastructure, improved ROI for the NAMM Show, the launch of a member dashboard, increased engagement between members and employees, enhanced segmented marketing capabilities, and a revision of its Vision, Mission and Objectives (VMO).
The organization values the contributions of top industry leaders on its board to ensure that NAMM continues to evolve and respond to the needs of the industry. We are proud to demonstrate that NAMM is operating from a position of strength and alignment, and we are ready to seize opportunities and overcome future challenges with a clear and strong VMO, said John Mlynczak, president and CEO of NAMM.
“As chairman, I have seen firsthand the level of alignment, innovation and forward-thinking leadership within this board”, said Chris White, NAMM Chair and president and CEO of White House of Music. “NAMM is not only responding to the current needs of the music products industry, but is actively shaping its future through a streamlined VMO designed to better serve its global community”.
A refined vision for the future
At the center of the board’s discussions was the evolution of NAMM’s Vision, Mission and Objectives, based on the strategic framework of Gathering, Serving and Growing. This streamlined approach is designed to better serve members and the global music products industry. The new VMO reflects NAMM’s commitment to innovation and leadership, particularly in the rapidly evolving fields of data, technology and artificial intelligence.
Board members engaged in in-depth discussions and expressed confidence in the new direction, reinforcing alignment around NAMM’s long-term strategy and impact.
NAMM Show 2026: validated success and growth
The NAMM Show 2026 was a central focus of the meeting, with results demonstrating strong validation of the event’s evolved model.
Post-show data revealed high levels of satisfaction, strong attendee engagement and a well-balanced mix of participants including industry professionals, artists, educators, nonprofits and influencers. Notably, influencer participation increased significantly, generating reach to more than 68 million consumers and amplifying brand visibility beyond the show floor.
Additional highlights included:
- The success of the 5-day format, with increased attendance at summits and educational sessions
- Increased digital engagement, including significant growth in map exploration and onsite content creation
- Strong adoption and usage of the new NAMM Show mobile app
- Enhanced badging systems, enabling more effective attendee qualification and new monetization opportunities
NAMM reaffirmed its commitment to maintaining a high-quality, fair and transparent event environment. The board discussed strategies to address challenges such as suitcasing (unauthorized commercial activity), emphasizing a balanced approach that encourages participation while discouraging non-compliant behavior.
Expanding member value and engagement
A comprehensive Member Services presentation showcased NAMM’s continued investment in delivering value across areas such as education, public policy, advocacy, data and insights, and career development.
The launch of the NAMM Member Dashboard marked a key milestone, providing companies, employees and individual members with enhanced access to benefits, content and engagement tools.
Additional initiatives highlighted included:
- Expanded global industry reporting and survey capabilities
- New career resources, including an upcoming job board and workforce development programs
- Growth of Young Professionals (YP) and Women of NAMM (WoN) programs
- Improved marketing capabilities through segmentation and automation
Inspiring impact through the NAMM Foundation
The NAMM Foundation shared an inspiring update on the expansion of its impact in music education and industry advocacy.
Key achievements included significant growth in fundraising programs, increased grantmaking, scholarship support, and the continued success of flagship initiatives such as Best Communities for Music Education and the Museum of Making Music.
Board members were energized by the foundation’s momentum and its role in advancing NAMM’s mission to support music-making worldwide.
Key takeaways
The meeting concluded with a strong sense that NAMM has evolved post-pandemic to meet the current needs of the music products industry. The NAMM Show remains the primary global gathering point for the sector, offering significant value both through relationships built and strengthened in Anaheim and through its global reach to music creators via enhanced brand experiences.
Global events such as NAMM NeXT Europe and NAMM NeXT Latin America will continue to bring the industry together and drive growth year-round. NAMM’s broad suite of member services serves all membership categories and enables greater employee participation within the organization and in their professional development. The NAMM Foundation remains central to these efforts and continues reinvesting in the music products industry.
