> Page 26 My Turn
> Page 28 View from the Repair Bench
> Page 30 NAMM YP
> Page 31 Women of NAMM
MY TURN I BY JOHN POWELL SIGNALS FROM NOISE O ver the past 20 years, musician- ship amongst young people in America has declined. The then maybe more young people will gravitate to music versus video games. Perhaps we’ll help society with expression, elevate the creative form and strengthen our businesses. Because if we’re not here, we can’t do any good. Now I will speak to my mis-
atmospherics in retail, hospitality and restaurants — music and video that align with their brand image and sound systems that deliver the content for brand resonance. Music draws the right foot traffic, retains the right customer (even repels the non-aligned) and supports com- merce in scientifically proven ways. If all the big brands are doing this in their hotels, high street stores and trendy restaurants, why aren’t we doing it in MI retailing? It won’t take much to transform the retail environment into a destination for our customers — Metal Mondays, Techno Tuesdays, Folk Fridays — and transform customers into a community to support conversion. That’s essentially what those fun- nel experts are doing online! The next step is also an embrace — embrace the phone and use it to our advantage. The digital deni- zens will tell you that we live in a “content economy” where artists command eyeballs, and eyeballs are the currency. Retailers need to have a social presence, but it needs to tie in with step two, being fiercely local, with an emphasis on creativity and possibility. By cre- ativity, I mean demonstrating how to utilize instruments and devices to create art and beautiful experi- ences, while also teaching creators how to showcase and share their art online and, ultimately, in real life. If we can break down barriers and show that creativity is within the grasp of the next generation,
root cause of this shift could be that the next generation of musi- cians are spending more time on their phones and less time with one another in bands, clubs, ga- rages and schools making music or together in dens, bedrooms or cars listening to music. Music is a critically important thread in the fabric of American culture, and it’s being lost in the same way that indigenous languag- es, customs and skills have been lost in other societies around the world. The result could be a loss of identity at the local, regional and national level. No new additions to “Jack And Diane,” “Blowin’ In The Wind,” “Free Bird” or “Stairway to Heaven” as American anthems, and no more signature regional tie-ups like jazz in New Orleans, rap in the Bronx, grunge in Seattle or techno in Detroit. So, as we kick off The 2026 NAMM Show, what do we do about it? We need to embrace our greatest threat — get to the smartphone and make it a forum for music creativity, community, collaboration and commerce. The first step towards that end is to book a flight to Anaheim, Cali- fornia, and bring together as many members of our broad community of retailers, brand enthusiasts, mu-
sion. I love the DJ art form. I think it’s so creatively inclusive, rich and diverse. From techno to trance and house to EDM, there are countless stories, communities and incred- ible artists. However, we need to have greater confidence, a stronger voice, and a more prominent pres- ence in retail. We’ve always been the rebels, but it’s time to step up and accept our role as leaders in bringing more new musicians into the creative fold. I work on this mission every month with AlphaTheta Music Americas. We partner with schools, community groups, emerging art- ists, social media initiatives and charity groups to fly the flag of the DJ art form. Just because it looks like tech doesn’t mean it’s easy, and the truth is that not everyone can pick up a gateway product and become good overnight. It’s tough and demanding of time and effort, but it’s also incredibly rewarding, and I’ve seen it bring great joy to both the artists and the audiences. At NAMM this year, we’ll double down on DJ, and I hope that you do as well! MI John Powell is the president of AlphaTheta Music Americas, parent company of Pioneer DJ.
How to make music retail
sicians, media and influencers to discuss, learn about, create and connect with one another through music. The energy of a show is not simply inspiring and empowering — it also comes with education, experiences and insights that can inform strategies for growth in the year ahead. The second step is embracing the obvious: music is a powerful experiential driver of emotions and decisions. It’s no secret that brands employ music to support heard in today’s congested media environment — and how that’s the key to growth in 2026.
JANUARY 2026 I MUSIC INC. I 25
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