Expanding the NAMM Show


The world’s longest enduring and arguably most successful trade exhibition for everyone involved in the business of music, The NAMM Show was The Inside Story’s first client.

Taking place every January in Anaheim, California, the four day event has been a mainstay of the musical instrument and audio world for more than 100 years. But in 2016, The Inside Story were engaged to help create an entirely new wing of the show, focused on the professional touring sound industry.

The Anaheim Convention Center
Expand into live sound
Build multi-year strategy
Help shape comms strategy
Provide market intel
Anaheim Convention Center ACC North


While The NAMM Show had long attracted audio manufacturers to exhibit at the show, the majority of visitors at that time were from the retail side of the musical instrument industry. The result was an unmissable event for makers of portable loudspeakers, microphones and studio recording equipment, but less of a draw for the highly influential touring sound companies that NAMM wanted to attract.

At the time, the Anaheim Convention Center was planning the construction of a major new addition to its facilities – now known as ACC North. The Inside Story worked closely with the team at NAMM to create a multi-year strategy aimed at filling ACC North with the world’s most respected touring sound brands.

Dubbed the Domino Strategy, the 36-month plan encompassed numerous communication strategies, brand development projects and a tight working relationship between the team at NAMM and The Inside Story. Finally, after many trips across the US and Europe, ACC North opened its doors in 2019.


The 2019 NAMM Show was hailed as the best edition of the event to date, as well as the largest by a significant margin. As planned, the new ACC North building was filled with high-end touring sound brands plus the rental companies, venue operators and sound engineers they wanted to see.

The Domino Strategy proved so successful that it led to not only the new halls but also the creation of the Live Sound System Showcase – a highly popular demonstration of new loudspeaker technology, plus the arrival at The NAMM Show of the prestigious Parnelli Awards. In 2020, the show grew even further with more visitors, more exhibitors from multiple sectors and the debut of a co-sponsored social event, the Pro Audio Party, complete with mermaids.

The Inside Story is proud to continue its work with The NAMM Show as we continue to innovate with new ideas for the annual event.


The NAMM Show

Founded in 1901, NAMM (National Association of Music Merchants) has a mission to strengthen the music products industry and promote the pleasures and benefits of making music.
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