NAMM 2012: The Epitome Of A Confused Business
For those not familiar with NAMM (The National Association of Music Merchants), it is a trade show featuring everything in music, from the latest recording software to neon guitar strings. Taking place a stones throw from Disneyland, with 1000’s of stalls lining the cavernous halls of Anaheim Convention Center, it is seemingly a musicians paradise. Or, depending on your affinity to being in close proximity to carefully coiffured, black clothed, painted nailed, wannabe rock stars – an absolute nightmare.
The invite only event means you have to be affiliated with one of the companies at the show to get a ticket, or alternatively pay an exorbitant ticket price to basically go window-shopping. It is absolutely jam packed, with most tickets no doubt acquired through a friend of a friend who works in the shipping department at some pick manufacturer. There are stars milling about, which is probably the draw for most present, though the majority that this invite only scheme seems to attract, is those so desperate to look like the stars they seek out. The amount of sunglasses being worn indoors would suggest musicians either suffer from sensitive eyes, or more probably a wish to conceal the eye wrinkles that give away their actual age.
If there is one overwhelming sense that can be taken away from Namm, it is the complete lack of creativity in the presentation. There is a constant cacophony of noise that swirls and warps around as you make your way through the halls. Musicians who have been coerced by the manufacturers to demonstrate the product widdle away to a handful of patrons, who in turn huddle around the noise limited PA systems straining to hear something to inspire. In this environment nothing stands out, though those looking are desperate to find, there is no filter to guide them.
Is this not the epitome of the cluster fuck that the music industry has become?
Everyone making so much noise, but no one actually being heard, well Namm is everything you ever wanted in one place and it leaves you with the feeling that Guitar Center is a peaceful and tranquil place. In fact you realize that you need someone to be selective for you. You need someone to sieve through what’s there and point you in the right direction. Not one person said to me “hey you have to check out this”, in fact I learned more about the latest gear from others not at Namm posting on my facebook page, than anyone actually at the event.
It is not like the popularity of music has waned, and certainly on the evidence of Namm there is a sea of people waiting to enter the ranks as music makers. But what Namm demonstrates is that everyone is so desperate to protect what they have, that no one is prepared to stick their neck out and be different. They rely on stars to draw the people in, the occasional line at a booth would signal an autograph was to be had, but that doesn’t make people connect with the product.
I am sure there was a great new little nugget that I have to have at one of the booths, but being at Namm will not expose it to me, it will be exposed by the power of the product itself, and peoples willingness to share via social network. Just like with music, it doesn’t matter if you are a part of every distribution network available, it doesn’t matter if you are at SXSW or playing the hip places in Silverlake. It matters that what you do is good and connects with people to the extent that they have to share it and tell the world about it.
The days of the “showcase” for the elite are numbered. The power is no longer with the connected; the power is with the people, because the elite like to keep things to themselves, but the people love to share.
Robin Davey is an Independent Musician, Writer and Award Winning Filmmaker. Follow him on Twitter @mr_robin_davey
– Cluster Fuck: “A chaotic mess that might be compared to group sex, in which participants are so intertwined and intermingled that they might penetrate each other rather than their intended target. Its more precise usage describes a particular kind of Catch-22, in which multiple complicated problems mutually interfere with each other’s solution. The looser usage, referring to any chaotic situation, probably prevails.”
Source: Wiktionary.
Your line: “Everyone making so much noise, but no one actually being heard…”
That doesn’t just apply to the merchants at NAMM. It actually also applies to the many music-related startups and websites and the many bands that spam with the same ol’ lines (“Listen to my music!”, “Like my band’s fb page!”, “Download my album for free–just give me your email address!”).
It’s a different music industry now because the tools to create, promote, and distribute music are all in the hands of EVERYONE, from the prodigy musicians and software engineers all the way down to the most talentless ones. It’s a clusterf*ck because the powers are no longer reserved for the few (the major record labels). The powers are now a free-for-all for anyone–including those who consider the iPhone to be a legitimate musical instrument.
We may take comfort in the fact that we have total control over our music and have access to the tools to get our music out to the listeners. But what happens when everyone else feels the same way? What ends up happening is that there’s now TOO MANY fish in the sea.
So, you didn’t like the show then.
I go for all the free guitar strings… Is there another reason?
I completely disagree with your assessment of the NAMM show (cept maybe the observations on sunglasses).
I go every year and leave feeling refreshed and inspired. What other show can you go to that is 100% in support of the creation of music? Every manufacturer there is most likely a musician themselves, and they do this because they are passionate about helping other musicians. This is the pure music business, not the music business that is out to make money at the expense of musicians.
I love the opportunity to see new products, especially those in Hall E which are the real innovators who are betting the farm on their big idea . And I love when after a year or two, you see those manufacturers graduate to the the main show floor.
Yeah, the cacophony can be overwhelming, but hey it’s a tradeshow and everyone there creates products that make noise…At least NAMM polices the DB levels at booths (you should try the Drum Hall at MusicMesse on public day some time OMG)
If you can get in as an artist you have the ability to speak with and develop direct relationships with the companies that create the tools you use. From past personal experience at Cakewalk, I know that contributes to better product development, and also better customer service experiences.
Lastly, where else can you round a corner and run into a pure musical performance from greats like stanley jordan ( http://www.youtube.com/watch?v=4mS2FL54K7w
) or terry bozzio ( http://www.youtube.com/watch?v=3x4YUG-uJgA ) my two favorites from this year).
I love the NAMM show, and cant wait to go next year.
I know someone’s name who isn’t going to make next year’s badge list. We wouldn’t want to burden you with such things.
Haha Well if you are indeed the public relations person at NAMM – yup that pretty much sums things up for me.
How about trying to improve the event, rather than keeping anyone out who might question its format and its need to be dragged into this century?
You can, however, be assured that I won’t be returning.
ooooo Tough Guy Scott
i agree with you though Robin it seems like it doesn’t matter what the company is offering more like we have a bigger flashy tent and spent the most money on talent.
HAHA Sounds about right 🙂
Having everything in an enclosed space should be an opportunity to somewhat control the chaos. I wonder if they just say yes to everyone who wants to be there so they can secure the booth fees. More selectivity would surely make for a better show.
The point of the NAMM Show is for manufacturers to demo products to press and to dealers, and to that end, it does what it’s supposed to do. The secondary benefit is that it’s a place for manufacturers to connect with each other and form partnerships, connections, and collaborations, and to that end it does what it’s supposed to do. The show is not designed for consumers to “window shop”. Sure, it’s possible, but it’s not why we do the show.
Well, at least I feel better about not going now!
@Robin — yes, I’m aware that you won’t be returning. If it helps, about 96,000 people had a really great time at the NAMM Show. …And then there’s you. Way to swim against the stream!
NAMM is a trade show. Like every trade show, the main purpose is to showcase new products to local and international distributors, not the general public or bands or musicians. You’re not the target market, so get over yourself. This article is a complete waste of 1s and 0s.
As others have pointed out – this show was never intended for the general public – the end users. If that seems elite to you then miss the point completely.
NAMM succeeds for it’s target audience!
(And I loved the comment about Hall E, the “cool kids” hall. That’s where I start!)
As an employee of NAMM, I feel compelled to comment on this. I can understand some of your comments being that you were uniformed of what the show is, but I urge you to really look into NAMM and what we do for the industry. The chaos that you speak of is beauty to me, and to many others. The hustle, bustle and excitment that is created on the floor is contagious and if you go deeper you will see that there is magic in it. Some of these companies are small, and they save up all year to exhibit, or as buyers to bring their employees, as they see it as the most important thing they can do for their business for the year. We are not about the consumer, we are about the business to business transactions that take place at these shows that keep our Members doors open. The end user comes into play when these people can bring these new products to their store and draw in crowds of anxious gear heads ready to test and purchase them. This is the life line of thier business and to critique it without a complete understanding of things is a huge disrespect to those that have spent all they have to attend. More than that, it is a family. This industry is full of the most committed, passionate and diverse group of people that I have ever seen. It is all about relationships and a shared love for what we do. NAMM itself is committed to promoting and supporting music education and providing more music makers with the NAMM Foundation and I would love if you took a look at all we do, you would be amazed at what goes on beyond those 4 days in Anaheim. Your tag line is the ‘the new music business’; I hope you are aware that even a new model involves those that are currently in it, and that we all work together for the same goal. There is nothing elitist about a private trade show where business professionals, be it green haired rockers or business suited folks, put their time, energy and heart into making their business sucessful.
Hi Candice, I appreciate your thought out response. I do have to say that as both a musician and as someone who works in many other aspects of music as well, I find it troubling that you dismiss the majority of people that attend your event – the consumers – as not an important part of it.
They are not who directly pay you the money to put the event on – that is the stall holders, but they are the ones who pay the stall holders who are then enabled to be there. The consumers are the future of your business, and if I felt that the stall holders where not able to fully utilize their position because of confused and inattentive layouts, then you are neglecting a huge part of what makes your event possible.
Why open it to the public at all if that is not what it is about? Well you have to to sell it to the people who pay the money for the booths right? So with respect, please understand that the opinion of the little people (the musicians and artists) who attend your event should be as important as the Fenders and Gibsons of the world. If to you they are not, then it can only be perceived that NAMM operates an elitist attitude. Your organization would not exist if their were no consumers would it?
Well don’t open to anyone other than those in the trade then.
Again I think it just boils down to a misunderstanding of what The NAMM Show is, it is nNOT open to the public. So no, the majority of our attendees are not consumers. It is a trade show-we represent the music products industry. Manufactures exhibit, and Retaliers make their purchases for the year to sell to the consumers (THEIR customers, which they could not survive without). It is a business to business setting. The relationship with the consumers, endorsees and artists lies with the Manufactures and Retailers. I don’t see the elitism in that, it is no different than any other products trade show out there. Suppliers go in and purchase for their stores, consumers go to the stores to purchase the product. I think I will let it go with that, as I know no other way in which to explain it.
I agree that NAMM is a clusterfuck, aisles clogged with refuseniks with little or no talent…fronting like they just played Coachella. But as a musician and producer it is an invaluable chance to connect with people and companies who very often are receptive to establishing relationships and letting you evaluate their instruments/kit. It’s also a chance to see musician friends from the past and catch up.