Held from October 10 to 13 at the Shanghai New International Expo Centre, Music China 2024 welcomed over 1,800 exhibitors from 26 countries, including the United States. Covering 150,000 square meters across 14 exhibit halls, the event was truly a monumental experience for this veteran of over 30 NAMM Shows and more than a dozen Frankfurt MusikMesse shows. As an American deeply involved in the music products industry, Music China offered fresh insights into the global industry and introduced me to a broader network of international connections and perspectives.
A Showcase of Every Musical Product Imaginable
Music China 2024 was, without question, one of the most comprehensive exhibitions in the world for musical products. It included halls dedicated to an enormous range of musical instruments and equipment, from rock guitars and keyboards to woodwinds, acoustic pianos, and brass instruments. If MI needs it, sells it, manufactures it, or repairs it, Music China had it. Separate halls were assigned to each product category, ensuring that rock instruments were in a different space from acoustic pianos and stringed instruments. This thoughtful layout allowed each product type to be displayed in its optimal environment, creating an engaging experience for attendees.
One of the liveliest zones of the show was the guitar section, where bands jammed to enthusiastic crowds and visitors explored the latest in electric and acoustic guitars, amplifiers, and related gear. MIDI wind controllers—a very prevalent item at the show—were also demonstrated at multiple booths, drawing much attention from musicians and industry professionals alike.
Global Connections and Familiar Faces
It wasn’t just the larger “combo store products” American companies on display; U.S.-based manufacturers like JodyJazz were also present. JodyJazz, makers of fine mouthpieces for wind instruments including Chedeville and Rousseau, is based in Savannah, Georgia, and had a constant flow of visitors at their booth. Having never been to Music China before, I was especially excited to see them exhibiting, as it highlighted the show’s global reach and the demand for quality U.S. products on the world stage. Seeing friendly, familiar faces so far from home underscored the importance of global export opportunities for U.S. manufacturers of all sizes. If JodyJazz had made their way to Shanghai, it was clear there was a strong market far outside the U.S. for American products, including those from companies in the music industry.
JodyJazz’s presence underscored the significant demand for American-made products abroad—even niche, high-end gear designed for discerning musicians. If a U.S. company like JodyJazz can attract interest at such a large show, it’s evident that American music products, including those from niche manufacturers, have a place on the global stage. This presence reflects not only demand but also the importance of investing in international trade shows to build connections and expand market reach.
Prestige and Popularity of U.S. Brands in Asia
U.S. brands carried a sense of prestige at the event, attracting large crowds of dealers, musicians, and distributors who were interested in both American quality and innovation. Although Asia is a dominant player in manufacturing, the popularity of U.S. and European brands at Music China was a powerful reminder that quality and craftsmanship are valued in the music industry. Like a NAMM Show in the United States, Music China’s halls buzzed with artist signings, demonstrations, and interactive events that drew attendees and kept foot traffic flowing.
American brands as diverse as Fender, IK Multimedia, Conn-Selmer, and Martin Guitars enjoyed impressive visibility, drawing musicians eager to experience iconic products firsthand. It was a clear indicator that U.S. brands hold significant influence, even in markets dominated by local and regional manufacturing. There were, in fact, far too many brands from the USA on exhibit to list here.
Inspiring Performances and a Sense of Connection
Music China isn’t just about products; it’s also a celebration of music and performance. Throughout the show, multiple stages featured live performances by talented young musicians, some still in school, who captivated the crowds with their passion and skill. One unforgettable moment was watching a middle school-aged band deliver an incredible performance of Nirvana’s “Smells Like Teen Spirit.” Seeing this iconic song played so well by musicians from another culture was a powerful reminder of music’s universal language.
Connecting with these young performers and other musicians at the show reinforced the common ground shared by music lovers worldwide. People are drawn to music for the same reasons everywhere—joy, expression, and creativity—and being in Shanghai underscored how much musicians share, regardless of borders. Beyond the music, Shanghai itself is a vibrant city with welcoming people and incredible food, making the entire trip an experience I’d gladly repeat.
Highlights from Music China 2024
This year’s Music China attracted 119,083 visitors from 105 countries, including a notable 10% increase in overseas buyers compared to last year. With attendees from nearby regions such as Hong Kong, Japan, Korea, Malaysia, and Taiwan, as well as from the U.S., the event facilitated a wealth of international connections. Dedicated pavilions housed exhibitors from the Czech Republic, France, Germany, Italy, Japan, Spain, and the U.K., making it one of the most internationally diverse shows I’ve attended.
Brands like Yamaha, Kawai, Taylor, and Peavey joined with international names such as Seiler, Savarez, Pearl River, Donner, and even Stylophone, offering attendees access to an extensive range of instruments that spanned traditional handcrafted classical pieces, digital innovations, and electronic equipment. The variety and quality on display illustrated Music China’s importance as a global crossroads for the music industry, where suppliers and manufacturers meet retailers and distributors from around the world.
Innovation in Digital and Audio Technology
Digital technology was a central theme at Music China this year. Hall N1, dedicated entirely to audio recording and electro-acoustic instruments, was packed with cutting-edge sound technology that drew music professionals and enthusiasts alike. From advanced recording equipment to high-end microphones and MIDI controllers, the innovations on display demonstrated the show’s commitment to leading the digital music revolution.
Digital pianos and synthesizers also attracted significant attention, with brands introducing new models designed to replicate the feel and sound of traditional instruments while adding digital versatility. These advancements make digital instruments appealing to both professional musicians and music educators, who recognize the importance of innovation in their fields.
Educational Events and Professional Development
The educational events at Music China 2024 added depth to the show, offering valuable learning and networking opportunities through workshops, masterclasses, and forums. The Industry Forum, a particular highlight, featured experts like NAMM President John Mlynczak, who shared insights on the U.S. and global music markets. This forum was packed with attendees eager to learn more about market trends and best practices from industry leaders.
Other events, like Music X and DJ Pro, showcased the latest trends in DJ technology and interactive performance, bringing a fresh energy to the fair and underscoring Music China’s role as a hub for musical innovation. These activities allowed attendees to explore trends and innovations across multiple genres, making the show an educational experience as well as a commercial one.
Looking Ahead
Music China 2024 was far more than an exhibition; it was a dynamic platform for global business, professional growth, and cultural exchange. As the music industry looks ahead to the next edition in October 2025, Music China stands as a testament to music’s universal appeal and the expanding opportunities within the global MI industry. The show’s international reach and inclusivity, combined with its focus on innovation and tradition, highlight the evolving nature of the music products industry and its ability to inspire creativity worldwide.
MMR Magazine’s Commitment to Covering Music China
MMR Magazine is proud to be the only U.S. MI trade publication to cover Music China year after year. Our commitment to bringing this incredible international experience to our readers reflects our belief in the value of connecting American and global audiences. As we look forward to covering the 2025 show, we remain dedicated to sharing the stories, insights, and emerging trends from one of the world’s most important music trade events.
