The National Association of Music Merchants (NAMM) anticipates a substantial international presence at its 2027 show, set to take place in Anaheim, California, from January 26-30. According to NAMM, the event will welcome a larger global audience than any previous iteration, furthering its role as a central hub for the music products industry.
NAMM, a worldwide nonprofit organization focused on the music sector, highlighted previous attendance figures as a benchmark. Last year’s show saw more than 60,000 individuals from 122 nations, demonstrating the event’s significant global reach. The organization also noted that these attendees collectively represented an estimated $9.8 billion in purchasing power.
Exhibition halls will be open from January 28-30, and organizers expect continued success in connecting exhibitors with their target customer base. Past participants have reported high levels of engagement, with 92% of vendors making contact with their desired audience and 90% of attendees encountering the brands they intended to see. Geographic regions like Europe (34.6% of international attendees) and Latin America (23.1%) are expected to be strongly represented, alongside countries like China, Mexico, and Canada.
Beyond the trade show floor, the 2026 event generated over 70 million views through content created by participants, and featured over 250 educational opportunities. A substantial portion of the attendee base—26.1%—consisted of artists and performers. The online exhibitor directory also saw considerable usage, with over 150,000 unique visitors globally.
For more information, visit namm.org.