Pro audio at The NAMM Show

Since the launch of The Inside Story, we have proudly worked with The NAMM Show to build the professional audio wing of the exhibition


When The Inside Story launched in April 2016, we were proud to announce NAMM (the National Association of Music Makers) as our first client.

Taking place annually in Anaheim, California and boasting more than a century of storied history, The NAMM Show was, at that time, the world’s biggest trade-only exhibition for musical instruments and recording equipment. For some years, it had also increasingly become home to a small but growing community of pro audio manufacturers.

The NAMM Show takes place every January at California’s Anaheim Convention Center

With plans in place for the construction of an entirely new wing of the Anaheim Convention Center, due to be named ACC North, NAMM began considering how best to expand the exhibition to become a true North American home for professional audio and live sound.

Drawing on the strength of its international network and knowledge of the professional audio industry, The Inside Story began a long-term consultation with NAMM management.

The core challenges were:

  • Identifying the scope of the opportunity
  • Advising NAMM on how it could best serve the professional audio sector
  • Assisting in the formation of a multi-year strategy
  • Advising NAMM on relationships with industry media and messaging
  • Becoming a bridge between NAMM and key influencers within the industry
The NAMM Show
The NAMM Show takes place in Anaheim, California every January

Delivery and results

Over the course of four years, The Inside Story has been honoured to play a role in the creation of what is now widely considered the world’s principle exhibition for live sound technology.

Milestones have included the first NAMM Show to incorporate the Anaheim Convention Center’s new wing, ACC North. Taking place in January 2018, the event drew record numbers of first time exhibitors and visitors, with a wealth of key brands on the show floor.

Similarly, in January 2019, the inaugural NAMM Show Live System Showcase opened in the Anaheim Arena, bringing large scale concert sound demonstrations to the exhibition for the first time and dramatically increasing the event’s appeal to touring sound professionals. The same year, we launched the Pro Audio Pool Party, creating a pivotal networking event for the community.

  • Category: Brand & Business Development
  • Client NAMM
  • Date Ongoing since 2016
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