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NAMM's 'Believe in Music Week' Virtual Event Kicks Off Today

NAMM's Believe in Music Week virtual event is kicking off today and will be running through this Friday, Jan. 22. Registration is free to all. To check it out, go to attend.believeinmusic.tv.

“When we conceived of Believe in Music, we were very careful to incorporate elements that translated well online. We were also very careful to avoid the temptation of looking at it as The NAMM Show. That is among the reasons we renamed it and also one of the reasons we have a slightly different format for education,” reveals the association’s Director of Professional Development, Zach Phillips. “We are really focused on the user experience. In my opinion, nothing recreates a NAMM Show. Nothing recreates an in-person gathering. But we were focused on making Believe in Music intuitive to navigate and an event that ultimately inspired connections between people.”

As well, NAMM CEO and President Joe Lamond explains, "Believe in Music Week will present a marketplace that’s powered by artificial intelligence (AI) matchmaking to connect buyers and sellers, helping all industry members learn about the latest products. At the marketplace, members will be able to discover new products and demos, and schedule and hold meetings with the brands, including video meetings."

To read Canadian Music Trade's comprehensive preview of the event, go HERE.

Believe in Music Week will feature a wide range of programming, including some of the top-end education and entertainment you’ve come to expect from The NAMM Show, along with new content to inspire and connect the global music and live entertainment communities.

Below you'll find the current schedule for Believe TV. Like the Grand Plaza at The NAMM Show, Believe TV draws and excites a broad audience.

(Please note: Programming times and content are subject to change.)

Thursday, January 21

Pacific Time (PT)
9 AM — NAMM Live Anchor Desk, Featuring Joe Lamond and Herb Trawick

9:10 AM — Live Interview With Garth Brooks

9:30 AM — Musical Performance and Interview (Taylor Artists)

9:45 AM — NAMM Foundation Donor Segments With Joe Lamond and Mary Luehrsen

10:30 AM — The Golden Brick With Eric Whitacre and Imogen Heap

11:30 AM — Global Impact, Featuring Joe Lamond and Betty Heywood

12:30 PM — How to Level Up Your Virtual Communication (Scott Stratten)

12:45 PM — Unsung Heroes

2 PM — Worldful of Pianos

2:30 PM — NAMM Industry Tribute

3 PM — Top 100 Dealer Awards

4 PM — Muriel Anderson’s All-Star Guitar Night

Friday, January 22

Pacific Time (PT)
9 AM – NAMM Live Anchor Desk, Featuring Joe Lamond and Herb Trawick

9:10 AM — Live Interview With J.C. Curleigh, CEO of Gibson

9:20 AM — Live Interview With Melissa Etheridge

9:30 AM — NAMM Foundation Donor Segments With Joe Lamond and Mary Luehrsen

12 PM — NAMM Foundation's Grand Rally for Music Education

1–2 PM — To Be Announced Soon!

2 PM — TEC Awards: A 35-Year Retrospective

3 PM — Yamaha Presents: The Sound of Us

Author image
Michael Raine is the Editor-in-Chief at Canadian Musician, Canadian Music Trade, Professional Sound, and Professional Lighting & Production magazines. He also hosts the Canadian Musician Podcast.
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