Succession Summit will reveal what drives value in your business and how to prepare for a successful transition. In the afternoon, the NAMM Financial Summit will show busi- nesses how to take control of their finances by understanding how to monitor their financial health and strengthen the bottom line. Also that afternoon, the inaugural NAMM Music Educa- tion Advocacy Summit will arm attendees with practical tools and messaging they can bring straight back to their businesses to advocate for music education funding. Wednesday continues with the new NAMM AI Marketing Summit. Building on the success of previous Marketing Summits, this year’s edition will dive into leading- edge marketing strategies by harnessing the latest AI technology. New this year, the NAMM Sync Summit will take place on Thursday and explore the latest developments in sync and music placement, straight from industry pros. This new summit is offered to serve the over 24,000 artists who attend The NAMM Show each year.
NAMM ANNOUNCES EXPANDED 2027 SHOW SCHEDULE N AMM has announced the expanded schedule of events and experiences
global platform that brings together the people, products and ideas shaping the future of music,” said John Mlynczak, NAMM president and CEO. “The 2027 show builds on that momentum with more opportunities to do business, experience incredible brands and the diversity of our industry, connect with live musical performances and content creators, plus celebrate the achievements of our global industry throughout the entire week.” Tuesday, Jan. 26 will kick off the show with education, networking and professional development opportunities, including a full day of financial training for music businesses presented by financial experts Alan Friedman and Daniel Jobe. In the morning, the NAMM move that wheel, it’s really tactile. It feels so good to control echo that way. Black Mountain designed that concept. It’s really well designed. We’re so glad we were able to do that.” White said Third Man and Black Mountain had been working on the pedal for years. He noted that using the echo and trem at the same time created some “really cool staccato mo- ments. I can push them both on while you’re performing. You can ease back the wheel on either and change the whole [sound].” The conversation also covered White’s love for touring, especially playing in small venues where he and his band can really connect with the audience. That style of intimacy is also how he likes to record music, including his latest album, “Frozen Charlotte.” “Almost 100 percent of it starts with tape and me and several other musicians playing together something,” he said. “And I’m not a big fan of putting things that I created and
for The 2027 NAMM Show, taking place Jan. 26–30, 2027, at the Anaheim Con- vention Center in Anaheim, California. The five-day event will bring together music makers, creators, artists, retail- ers, manufacturers, educators, technol- ogy professionals and industry leaders for a week of networking, professional development, live performances, special events and industry recognition. The main exhibition floors will be open Jan. 28–30, offering three days of product discovery, demonstrations, business meetings and brand experiences. “The NAMM Show has evolved into a on July 26 and stopped in at the offices of Reverb for an invitation-only interview and product launch from Third Man Hardware, his guitar gear company. During a conversation, White spoke about his life as a musician, his love of gear and Third Man Hardware, a company he founded to create new pedals and gear in collaboration with some of the most gifted boutique and large manufacturers of guitar gear. While speaking with Jim Tuerk, Reverb’s vice president of marketing, White offered an in-depth tour of his pedal boards and intro- duced Third Man’s long-anticipated Roto-Trem pedal, which has been shrouded in secrecy. “We had the Roto-Echo that came out recently, which is outstanding,” White said. “If you ever get a chance to use this and play with it and stand up and use your foot and
Beginning Thursday, The NAMM Show exhibit floor will open. New to the show will be the Percussion Showcase, which will feature top brands, with live demos on the hour, creating an immersive and energetic environment in Hall C for the percussion community. {namm.org} Reverb Hosts Jack White for Exclusive Gear Launch G uitarist, songwriter and entrepreneur Jack White popped into Chicago for a concert
Jack White displays the new Third Man Hardware Roto-Trem.
taking all the solo stuff and using plug-ins and fixing all the supposed mistakes. All those mistakes, quote/unquote, are the best part.” After the interview in front of a few hundred invited guests, the space turned into a Third Man Hardware x Reverb pop-up shop selling gear to the public before the show, including a few hundred pedals signed by White. This was the first time Reverb tried such an event in the company’s new headquarters based at The Salt Shed, an indoor/outdoor music and community space in Chicago. MI — By Frank Alkyer
16 I MUSIC INC. I OCTOBER 2026
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