Professional Sound - December 2017 - Page 9

INPUT Add The NAMM Show to Your Agenda W Q&A with NAMM President & CEO Joe Lamond which subjects and themes to include in the show’s educational programming to ensure they’re timely and resonate with recording and production technology professionals? hile The NAMM Show has featured exhibits and educa- tional programming for pro audio and recording professionals in the past, the organization is amplifying its focus on pro audio, lighting, and video for its 2018 edition. In addition to an expansion at the Anaheim Convention Center that will be dedicated to exhibi- tors from the pro technologies markets, NAMM has also partnered with associa- tions like the AES and ESTA to produce educational programming, networking events, and more. PS: While professional recording and live sou nd exhibitors and education have been a part of the NAMM Show for some time, what informed NAMM’s decision to amplify the focus on those market seg- ments for The NAMM Show 2018? JL: In many ways, The NAMM Show is the crossroads of the industry, and a real-time reflection of it. Music is not made, sold, or performed in a silo, and the growing use of technology in making, recording, and performing music has led us quite naturally into this direction. Our relationships with A3E, AES, Audinate’s Dante Certification and Training program, and our TEC Tracks educa- tion offers members more than ever before: professional, world-class education designed to enhance or accelerate their careers. For someone working in the pro audio or live sound space, it’s a great opportunity to come, learn new lessons and applications, and see the latest new gear from top name manufacturers on the show floor. PS: How do you plan to seamlessly merge these new pro-focused initiatives with NAMM’s longstanding MI focus to ensure there’s a workable synergy for exhibitors and attendees alike? PS: The reality is that pro audio and musical instruments have always co-existed at The NAMM Show. With the opening of the new Anaheim Convention Center North, we’re preparing a new show floor and expanded pro audio and live sound presence with the creation of “communities.” These communities place likeminded products together, making travelling from appointment to appointment easier or to talk new, hot products at one of JL: Essentially, all education programs at The NAMM Show are curated by the biggest experts in the industry. These are people who live and breathe their particular area of focus, and all of them are industry veterans and working professionals in the field. Diversity of topics is also key. The pro audio education alone – which includes TEC Tracks, AES@NAMM, A3E, and Dante train- ing – will cover everything from live sound mixing to mastering techniques to audio for virtual reality. the lounges in each community, creating great synergies and networking opportunities for attendees. PS: Much of the new pro technologies- focused programming stems from alliances with organizations and as- sociations such as AES and ESTA. Tell me about how and why these associations were brought into the fold, and more generally, what makes for a good part- nership between NAMM and adjacent organizations like these, A3E, etc.? JL: The partnerships with other like-minded organizations like A3E, AES, and ESTA share in a vision to create more music makers and a desire to serve our respective industries and their members – especially when it came to our mutual desire to continue to support the professional development of members. At NAMM, we believe that the three key ingredients of a successful NAMM Show include a robust trade show floor with the latest innovative products, relevant and high-value education, and the fun, peer- to-peer exchanges that happen at all the concerts, parties, and meet-ups that remind us all of our shared passion for music and our true purpose as we dedicate our lives to this great industry. PS: Beyond the aforementioned part- nerships with the likes of AES and ESTA, how has NAMM gone about choosing PS: Have you faced any challenges – logistical, practical, or otherwise – in integrating these many new program- ming features into The 2018 NAMM Show while ensuring the overall show experience is consistent for your long- time exhibitors and attendees? JL: We’ve long dreamt of creating a hotspot for industry education where NAMM members could network, relax, and, of course, experience world-class educational programs. The new partners and programs created an impetus to build the NAMM U Education Center, a massive five-story edu- cation complex within the Hilton Anaheim. We’ll still have the NAMM Idea Center at the front of the Anaheim Convention Center lobby, but with the NAMM U Education Center, expect more industry education than you could ever imagine under one roof – and in a space that’s an extension of The NAMM Show itself. That alone will improve the member experience by making the education robust and easy to navigate, and provide a lounge area on each level for exchanges. Joe Lamond is president and CEO of the Na- tional Association of Music Merchants (NAMM), the global not-for-profit trade association representing 9,000 manufacturers and retailers of musical instruments and sound products. NAMM’s mission is to strengthen the music products industry and promote the pleasures and benefits of making music. PROFESSIONAL SOUND 9