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
