Every January I make my way down to Anaheim Convention Center for The NAMM Show for a few days immersed in music, chaos and connections, along with about 100,000 others in the music industry. This year had it all, plus the sweet bonus of Jack White! I was doubting if I should go this year due to the horrible tragedy of the LA fires. My initial plan was to head down early and lend a hand to help out in Altadena or where ever needed. But when I reached out, I was told that they have a lot of help and I'm not needed. So with that and my not wanting to be another car in the way on the already crowded LA roads I gave the helping out a miss. When I started my journey down south, some of the fires were at the very least contained if not completely extinguished. However, when I got close, near the Grapevine, (way too late to turn back), a fire broke out in Santa Clarita and I was diverted through Bakersfield. I finally got to my destination and began my week.
I began with enjoying much needed reconnecting with family. Then came the friends and music. Family, friends and music are all good medicine at times like this. Waking up at my cousins' house I saw the LA Times eyecatching headline, "L.A. may learn from Santa Rosa":
The first night of NAMM for me was something I was very much looking forward to. A lovely dinner awards show - The TEC Awards. They were honoring Jack White this year. I'd never seen Jack White play so I was super excited for this event. I know that Whites' shows usually prohibit photography, both by the attendees and photographers. Tonight was special because beforehand they
told us photographers that we'd be able to use our cameras for Whites' performance. Five minutes before he was due on stage, we were told that White just gave contridicting instructions and said that he'd leave the stage if he saw one professional camera pointed his way. So naturally my gear was put away before he hit the stage.Therefore these Jack White photos and videos were all shot on my phone. He came out and accepted the TECs Innovation Award, and then after his speech, he walked over to the band end of the stage and peformed a couple songs. Oh my! He was amazing! So much so that I look forward to seeing a full set of Jack White at some point in my future. Fantastic! The whole event was lovely and I felt like a fan girl by the time Jack finished. Smiling from ear to ear and thrilled that I finally got to see him play!
The following day was Day 2 of The NAMM Show. If you are unfamiliar with this event, The NAMM Show fills the Anaheim Convention Center with gear...lotsa gear, musicians and gearheads roaming the halls. Musicians such as Stevie Wonder, Steve Vai, Steve Ferrone, Glenn Soble, Richie Ramone and literally hundreds of top musicians. Also lots of techies, recording engineers, bookers, managers, bands and people in education sitting in the dozens of offered sessions to learn more about all areas of the music industry.
I usually roam the halls, hang in the drum section a lot, make connections and enjoy all the live music going all day and into the wee hours at both the Hilton and Marriott Hotels on either side of the Convention Center. My favorite events at all NAMM shows are the Remo Drum Circle and the Safe Harbor meetings as well as all the fantastic live music! I see friends from the UK and Australia at NAMM that I see every year at the show. This year I ran into so many people I knew. 'Twas like a NAMM Show reunion for me. A four day music industry party!
A few of the live music highlights apart from Jack White this year at NAMM were Jon Batiste, Ron Artis II, The Wreckless Strangers, Paula Cole, Samatha Fish, Peter Frampton, The Gusted and many more. Live music goes on from noon until about 2am, both on and off campus. Sting was also scheduled to play but got sick and had to cancel at the last minute.
Another highlight of this years' NAMM show was the "She Rocks awards". That took place on the Saturday night of NAMM. Fantastic, poignant and politically flavored speeches by women in the music business. Some of the speeches made me cry as they were so real and so very heartwarming. Women in the music biz coming together to resist the sexist, racist, rapist, felon, and malignant narcisist that just took occupancy in the White House. The women speaking made this point again and again in their speeches. It made me realise that unless you are a woman or a person of diversity, you really cannot feel deep down what it means and how if feels in society today since 47 took office. The inauguration was on the very same day that we honor one of the most honorable humans, Martin Luther King Jr. On that day, the total opposite type of human to MLK Jr., was inaugurated as President of the United States, no less. At this awards show it was very apparent that I am not the only one feeling the insulting injury of the results of this election. Seemingly, all the women in this room in the music biz also feels the big "FU" we women (and people of diversity) received on voting day, November 5, 2024. This event did get political hence my getting political describing it. In all truth, it is how I feel personally too. The event made me feel a lot less alone in these dark times of hate, lies, inequality, racism, sexism and divisiveness.
During Covid many of the big companies such as Gibson, Fender, Marshall took a break from exibiting at NAMM. I'm happy to report that they were all back. All in all it seemed that NAMM was returning to normal (ish) again. The attendence was on the lower side this year which surprised me. There were aproximately 63,000+ attendees this year. I have been at NAMM in previous years when attendance was near 120,000! The 2025 attendees included 10,700+ international attendees from 125 countries, regions and territories, 1,850+ exhibitors representing 4,400+ brands, 8,700 artists demonstrating and endorsing products, 250+ education sessions with 650+ speakers, and 1,600+ media, influencers and content creators reaching over 200 million followers.
One of the things that we have all come home with from NAMM at some point, is illness. From simple fatigue to "NAMM Thrax" (NAMM flu), or Covid. Many have asked about this. It is true and it does happen. In the fifteen years I've been attending, I've only come home ill once and that was last year. It was sooooo bad. I've never had flu quite like it, and I hope never to have that again. In 2022, the person I went with, came home with Covid. Last year I heard that many of my friends also came home with covid. This year I only heard one friend that came home with the flu. When I thought about why I was so sick last year, it may have been due to the flu vaccine I forgot to get beforehand. This time I got all vaxxed (flu and Covid) back in October and came home with only the NAMM fatigue. I was indeed very very releived!
I have been to many NAMM Shows and have met so many amazing people through the years that are friends to this day! Most, I only see once a year, Lars, Nick, Michael, my Safe Harbor people, and all the new friends I make each year, I'm very grateful for knowing ya'll. Last but not least, the NAMM merch booth that sits in the middle of the convention center (and a pop up in the lobby). They are run by a lovely brother and sister team, Steve and Summer. A big Music Soup shout out for their continued commitment through the years.
This year although I did not personally see Stevie Wonder roaming the halls, I know he was in attendance at least two days. Every year NAMM provides me with different adventures and the discovery of new and fantastic music. This year was no different. For me NAMM is like Disneyland for music lovers. If you are in the music industry and can get a badge for NAMM, I'd highly suggest that you experience it at least once in your life. Warning: For many people, it's too chaotic and crazy with the amount of people and the hundreds of sounds coming at you from all directions. I've invited people to join me in the past, some have left within minutes due to the insane amount of chaos. One has to be ok with chaos, loud sounds and droves of people in order to really enjoy the NAMM Show. I love all of it! This year the Jack White appearance was at the top of my NAMM experience.
As far as the tragic LA fires go, if you are able, please give what you can to help rebuild. Fires are not fun to experience, and the destruction of a neighborhood, a city or even just one building can be trauma invoking. I know, as my neighborhood burned to the ground in 2017. 1400 homes in my neighborhood were nothing but ashes after the Tubbs fires destroyed it. LA will rebuild as did Sonoma County. If you can donate, please follow this link: https://www.directrelief.org/emergency/california-wildfires/?gad_source=1&gbraid=0AAAAADEzrS_XWTp16izgT5kxcvgqdunDQ&gclid=Cj0KCQiA-5a9BhCBARIsACwMkJ7aYwhbWrZOp1oov9gbJe2GYkKODNLr6vj6cPgPQQEt3KtGiFB21dgaAjIKEALw_wcB I try to be grateful every day, especially after tragedy and loss strike. This country will be going through some very dark times in the next four years. The hatred and divisiveness we are experiencing is just going to increase over the next 1400+ days (yes, I am counting down)...please remember, "Life is short...break the rules, forgive quickly, kiss slowly, love truly, laugh uncontrollably, meditate often, be kind to each other, and never regret anything that made you smile".... And of course...see live music!" ❤️🎵
NAMM Show 2025 Photo Gallery
© Cheryl Alterman Photography 2025
© Cheryl Alterman Photography 2025