Every January, the Anaheim Convention Center becomes the focal point of the music universe, with NAMM’s music-related exhibits filling four massive, multi-floored halls, the adjoining corridors, and the many indoor and outdoor stages - - not to mention the stuff across the way in the Hilton. It’s like Coruscant without the CGI.
Photos and write up BY JACK MANGAN
NAMM stands for National Association of Music Merchants, so it’s primarily a professional industry conference. You’ll encounter musicians of every stripe, with telltale sunglasses, leather, fishnets, big hair, big boots, and miniskirts - - and in equal numbers you’ll find executives in collared shirts and merchants from all over the world, the latter eager to showcase their musician-focused products and services.
The show serves music professionals of every kind, but it affords fantastic networking and connections for the Heavy Metal world. David Ellefson’s booth was never quiet; Pamela Parks, David Ellefson, and their helpers tirelessly worked the crowds and the endless who’s who of visitors and guests, including Lorraine Lewis, Bobby Blitz, Keith St. John, Alex Skolnick, Marc Lopes, Burton C. Bell, Becky Baldwin, and so many more. . . Plus free coffee!
The vendor booths also featured star appearances, including such Metal big shots as Nita Strauss (Alice Cooper, The Iron Maidens) at Marshall, John Petrucci (Dream Theater) at Ernie Ball, and Jeff Loomis (Nevermore, Arch Enemy) and Jared James Nichols at Seymour Duncan. Be prepared for long waits if you want photos or autographs - - we only managed to do Nita Strauss’s line. Even after hundreds of fans, she was gracious and appreciative.
I had the opportunity this year to join Neil Turbin as a representative of the hallowed Metal Voice amidst the NAMM crowds and madness. I did a brief man-on-the-scene Livestream with Jimmy Kay, walking through the exhibit halls and finding on-the-spot interviews. Huge thanks to Eric Haley for his camera work and teamwork. I think we did pretty well, but let me tell you: Neil Turbin has mastered the NAMM Show. He not only got fantastic indepth superstar interviews - - he also performed at the event. And he does this every year!
This was my first time at NAMM. I loved the experience. Here’s my advice for any attendee, but especially for those who are Metal-inclined:
You’re not prepared for the scale. The NAMM Show is bigger and busier than you expect. Don’t expect or try to do the whole damn thing in a day. You might not get to all of it, and that’s OK.
Pace yourself physically. If you use a step tracker, then you’re going to set new personal records. It’s exhausting - - especially if you’re going to be there for multiple days.
Pace yourself mentally. NAMM is overwhelming in the best ways. There are constant sights and sounds everywhere, and places to stop and chat and mess around. You will be overstimulated. In the best ways.
Talk to people. You’ll meet awesome people and make new friends. Everyone is there to hang out and/or schmooze. In addition to providing Metal Voice coverage and just being tourists, Eric and I chatted with countless vendors about my Support Life And Music nonprofit for working musicians, spreading the word and making connections. Every conversation was rewarding, and as a bonus, we learned a lot about cool and exciting new music technologies.
Interview with Becky Baldwin Mercyful Fate and Fury
Go all in! We spent some time at NAMM on Wednesday afternoon, the whole day on Thursday, plus a few hours on Friday morning at the ACC, and I was hungry for more. We headed back to Phoenix on Friday, suffering massive Fear Of Missing Out for all of the great stuff and great people to see over the weekend. If I could do it over, I’d have planned to stay through Sunday.
Hit the Ellefson booth, Metalheads! That really felt like NAMM’s equivalent of Cheers for the Metal world, except it’s you who knows everybody’s name.
Catch live music. From the booths to the stages to the guy walking around with an accordion, there are live music performances at every turn. Aside from those, there are the NAMM jams, the scheduled concerts, and the unaffiliated shows that pop up around NAMM every year. Every headbanger needs to experience the all-star Metal Allegiance concert. and the Metal Hall of Fame.
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