By Valerie Milano & Peggy Phillips
Anaheim, CA (The Hollywood Times) 1/21/26 – On the ground at The NAMM Show, staying on premises at the Anaheim Marriott
Day two of The NAMM Show proves the momentum is only building. With the Anaheim Convention Center buzzing from early morning badge pickup through late-night performances, Wednesday delivers a full slate of education, networking, innovation, and live music, underscoring why NAMM remains the heartbeat of the global music products industry.
From business strategy to cutting-edge audio technology, Wednesday’s programming leans heavily into professional development. A standout conversation, The Evolution of Music Retail, brings together Jerry Brandehoff, EVP and Chief Merchandising Officer of Guitar Center, in dialogue with Katie Kailus of Music Inc. The session explores how the nation’s largest music retailer continues to evolve the customer experience in a rapidly changing marketplace.
Meanwhile, the TEC Tracks Studio Summit runs throughout the day, offering deep dives for pro audio and entertainment technology professionals, while Women of NAMM: Leadership Amplified highlights the voices and impact of women shaping the future of the industry.
The evening turns celebratory with The NAMM Retail Awards at the Hilton Pacific Ballroom. The annual honors spotlight the Top 100 music retailers worldwide, selected by an independent panel of judges. From this elite group, nine “Best of” category winners will be named, culminating in the coveted Retailer of the Year award, recognizing innovation, resilience, and excellence in music retail.
As the sun sets, live music takes over hotels and stages across the NAMM campus. Wednesday’s Bands at NAMM lineup spans genres and geographies, from blues-inflected rock to genre-blending ensembles. Highlights include New York-based guitarist-vocalist Bay Melnick Virgolino with The Only Bay Allstars, Honolulu’s ethereal Lovejack, and the Los Angeles–born Angel City Fiddle Squad. The night wraps up steps from our home base at the Anaheim Marriott, where Southern California rockers Sugar Fix light up the AFEELA Stage.
Thursday morning begins with NAMM U’s Industry Insights Breakfast, led by John Mlynczak, President and CEO of NAMM, offering a forward-looking discussion on how music businesses stay relevant in an era of constant reinvention. Later in the day, hitmaker Charlie Puth shares his creative process in Turning Ideas Into Hit Songs, while sessions on trade, tariffs, and compliance address the practical realities facing manufacturers and retailers alike.
In honor of NAMM’s 125th anniversary, philanthropy is also front and center. A $125,000 matching gift from Chris Martin, Chair of Martin Guitar, means every contribution to The NAMM Foundation is doubled, reinforcing the show’s long-standing commitment to music education worldwide.
Watch for THT’s exclusive interview with Chris Martin which will take place on Friday, Jan. 23rd in the Martin Guitars booth.
As Day Two unfolds, one thing is clear: from boardrooms to ballrooms, and from breakout sessions to live stages, NAMM 2026 is firing on all cylinders, and we’re just getting started.
