NAMM EVENT PREVIEW
Vets and virgins
The NAMM show is looming just the other side of the holidays again and 2011’s show looks to be quite a special one, with new events and pavilions as well as a big dollop of good old-fashioned bigging-up of the global MI industry…
THE NAMM SHOW, ANAHEIM CONVENTION CENTER, CALIFORNIA, JANUARY 13TH TO 16TH
taking over (for the time being) from a couple of large, centralised shows, than it begins to brace itself for the onslaught of even more in 2011. It’s an issue that will split the trade on these islands until the natural balance is restored – in whatever guise that might be. For the US, however, there is no such
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dispute. The NAMM show represents the very heart of the MI trade in America – and that heart is made up of many of the biggest names in the industry beyond the borders of the US. The sheer weight of names such as Fender,
Taylor, Martin, Mesa, Steinway and D’Addario (to name a handful off the top of my head) then bring in swathes of exhibitors from the rest of the world and you have an international show that far exceeds the tag of ‘must attend’ and has become more of an indelible stamp on the MI calendar. Of course, you all know this. The world of MI business is orbited by three moons and NAMM
WWW.MI-PRO.CO.UK
o sooner has the UK recovered from an unprecedented fragmentation of its MI shows, with specialist, regional events
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The NAMM Show represents the very heart of the MI trade in
America – and that heart is made up of many of the biggest names in the industry way beyond the borders of the US.
is arguably the brightest of them, although this year has seen some changes in the association’s build up to the annual bash in Anaheim, California. As alluded to above, NAMM has got MI
covered. Therefore, while keeping its MI contingent at the fore, the organiser is starting to turn a lot of attention to the pro audio business.
AURAL EXAMINATION With the giants of the audio business, such as Shure, Harman and Loud, all US companies, the NAMM Show has punched a little below its weight up to now, but with the introduction of the HOT Zone last year, the show is now going the full 12 rounds for its pro audio exhibitors. The HOT Zone is aimed at examining
The compulsory marching band opens the NAMM show every year, in typical American fashion
challenges in the audio industry and sharing essential information. It is a forum designed to create custom solutions, targeting professionals in the recording, live sound, DJ, houses of worship, and stage and lighting industries. The forums cover over 90 educational topics, from basic live mixing techniques, to Pro Tools, to social marketing, to DJ equipment integration. One-hour classes are held, offering concentrated learning from many educational institutions, including the USC Thornton School of Music, Musician's Institute, Expression College for Digital Arts and the Berklee College of Music. The courses take place over the four days of the show on
miPRO DECEMBER 2010 17
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