NAMM (The National Association of Music Merchants) held NAMM NeXT Europe 2026, a summit that brought together executives and professionals from the music industry to discuss trends, innovation and the sector’s development.
The event gathered senior executives and industry leaders from the musical instruments, professional audio, live events, distribution, retail and music education sectors across Europe.
Following the success of its inaugural edition in Brussels in 2025, NAMM NeXT Europe 2026 further expanded its role as a leading forum for high-level strategic dialogue within the industry, bringing together professionals for two days of market analysis, strategic discussions and collaborative working sessions focused on the future of the sector.
The continued growth and level of engagement surrounding NAMM NeXT Europe reflect the importance of creating spaces where industry leaders can collaborate on the opportunities and challenges shaping our global business environment. The conversations held in Amsterdam reinforced a shared commitment to innovation and to expanding the global community of music makers, said John Mlynczak, President and CEO of NAMM.
NAMM NeXT Europe 2026 welcomed leading European and international companies from the manufacturing, distribution, retail and live event production sectors, including C.F. Martin Guitar, Henri SELMER Paris, Buffet Crampon, GEWA Music, Roland Europe, Taylor Guitars Europe, Thomann, Gear4music, Adam Hall Group, Audiotonix, Focusrite Group, QSC, Solid State Logic, MUSIK MEYER, ALGAM and Hal Leonard Europe, among others.
Many have tried to bring Europe’s music industry together in one place, but few had succeeded until now. NAMM NeXT in Amsterdam has shown that it is possible. This ability to connect the different players across the sector is what distinguishes NAMM as a leading global association. Bringing manufacturers and representatives from the education sector to the same table—two communities that have traditionally had limited interaction—creates new opportunities for the future. The goal is clear: to grow the community of people who make music. And thanks to the involvement of the European Soundmakers, we are moving in the right direction, said Marcel Messner, CEO of GEWA Music.
Economy, artificial intelligence and music education
The 2026 edition featured presentations from experts in economics, technology and education, alongside interactive executive working groups designed to generate actionable business ideas and encourage cross-sector collaboration.
Discussions focused on global economic and trade trends, artificial intelligence, evolving consumer behaviour, the latest developments in retail, manufacturing and live events, as well as advocacy and support for music education.
Featured presentations included:
- John Mlynczak, President and CEO of NAMM — Welcome and Opening Remarks.
- Koen Berden, Managing Director of Trade Impact B.V. and Senior Fellow at the European Centre for International Political Economy — European Economic and Trade Outlook for 2026 and Beyond.
- Reinier Evers, Founder of TrendWatching — Artificial Intelligence and Consumer Trends.
- Finn Schumacker, Executive Director of the Association Européenne des Conservatoires; Romain Asselborn, Board Member of the European Music School Union; and Benno Spieker, Board Member of the European Association for Music in Schools — Strengthening Advocacy Through Education-Industry Collaboration.
Strategicworking groups
One of the central elements of NAMM NeXT Europe was once again its executive working group format, in which participants collaborated across three strategic areas:
- Commercial
- Retail
- Live Events
These sessions examined the next steps for driving industry growth, adapting to disruptive change and encouraging the development of new generations of music makers. The groups also promoted the development of collaborative strategies aimed at supporting sustainable growth and innovation beyond the summit itself.
It was a pleasure to participate in NAMM NeXT Europe and engage with industry leaders on the economic and geopolitical forces shaping our future. During my presentation, I examined Europe’s geo-economic and trade outlook, highlighting how an increasingly weaponised economy through the control of critical chokepoints, evolving trade policies, shifting global alliances and broader economic trends are creating both challenges and opportunities for companies across the music products industry. As Europe navigates an increasingly complex global geopolitical landscape, remaining informed, adaptable and prepared for the unexpected will be essential for organisations seeking to thrive in the years ahead. I appreciated the quality of the discussions and the exchange of ideas that made NAMM NeXT Europe a valuable forum for reflecting on the future of the industry, said Koen Berden, Managing Director of Trade Impact B.V. and Senior Fellow at ECIPE.
Stronger cooperation between industry and music education
The summit reinforced the growing importance of collaboration between the music products industry and European music education organisations.
Representatives from the education sector shared updates on advocacy initiatives and explored untapped opportunities to support future generations of musicians and strengthen access to music education across Europe.
Future editions
NAMM NeXT Europe 2026 reflects NAMM’s continued commitment to leadership development, international collaboration and the long-term advancement of the industry.
Following the momentum generated by the Brussels and Amsterdam editions, NAMM will continue developing the NeXT platform as a catalyst for strategic dialogue, business innovation and global industry connectivity.
The next summit will take place in South America with NAMM NeXT Latin America, scheduled to be held in São Paulo, Brazil, in November 2026.
