Though the annual NAMM show won’t be happening as usual, the music industry continues to produce new and innovative instruments and technology. The yearly gathering of musical instrument makers, artists, music shops and other professionals from across the industry, usually held in person in Anaheim, California, has been canceled due to safety concerns from the COVID-19 pandemic. However, thanks to a bit of ingenuity and dedication, the NAMM team has created Believe in Music, a virtual event that will showcase the latest developments in instruments and music tech, accessed from the safety of your home anywhere in the world. Taylor Guitars is thrilled to participate in this year’s modified NAMM event, and we can’t wait to show you everything we’ve been working on these last few months, from new guitars and accessories to original music created to support music industry employees.
NAMM’s Believe in Music virtual event will be held January 18-22, 2021. The livestreaming “conference” will include a full daily schedule of brand showcases, product demos, artist performances, panel discussions and awards to celebrate the achievements of the music industry in a year of unprecedented challenges.
Together with dozens of other musical instrument brands producing everything from acoustic and electric guitars to drums, folk instruments, DJ and recording gear, and orchestral instruments, Taylor Guitars will be showcasing our latest developments at our brand page. There, registered attendees can explore the new Taylor GT, the American Dream Series, a full range of new TaylorWare guitar accessories and more. The Taylor brand page will go live for audiences on January 11, a week before the event begins.
Taylor’s Believe in Music brand page is also where we’ll be premiering “I Know What Love Is,” a philanthropic project and original song created by Taylor in collaboration with songwriter Keith Goodwin (Good Old War) and over 50 other artists from around the world who sent in their own parts to be included in the song. A testament to the connecting, healing power of music, the song will raise proceeds for MusiCares, a nonprofit organization that provides emergency relief as well as physical and mental health support for music industry employees whose livelihoods were affected by the pandemic. At Believe in Music, we’ll be sharing the first-ever live performance of the song by several of the artists who participated.
Music industry professionals associated with manufacturers, dealers and media outlets, as well as artists, music educators and students, can register for the Believe in Music event at https://attend.believeinmusic.tv/.
We’ll see you there!