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0NAMM 2025: A Trade Fair Experience with Jimmy Rocha
The future looks bright in the sense that we have all the best tools to work and be successful just a click away.
The excitement for NAMM 2025 began even before the doors officially opened. Arriving in Anaheim after spending a few days in Los Angeles, I immediately felt the buzz surrounding the event. Walking down West Katella Avenue toward the Hilton Hotel, I could see the crowds, a clear sign that NAMM was returning to its pre-pandemic glory. The energy was palpable, and even before the official start, I had the pleasure of reconnecting with old friends from China.
The first event I attended was about the future of music recording studios. It was completely packed, as were most of the sessions I managed to attend throughout the day. The discussions revolved around the incredible tools available today, making success in the industry more accessible than ever. AI was a key topic, but in the end, the human element remains irreplaceable.
A highlight was listening to stories from industry veterans who had worked in legendary studios with iconic artists. Rick Beato perfectly bridged the gap between the golden era of music and today?s fast-paced digital landscape. Later that evening, I had the chance to speak with Rick at the Fender Custom Shop event. In an interesting twist, the first thing I asked him?about Willow Smith?s new album?was exactly what he was about to do next, as he was heading to LA the following day to interview her.
The Fender event started calmly but quickly turned into a frenzy, with hundreds of dealers eager to get their hands on the latest instruments. Demand far exceeded supply, but it was a great opportunity to see emerging trends and exchange insights with fellow dealers.
Day 1: The Show Begins
As thousands made their way to the Anaheim Convention Center, the atmosphere was electric. Live music set the tone for the long and loud days ahead. Moving through the crowds to attend meetings and check out new products felt like a marathon.
One of my first encounters was a spontaneous conversation with Uli Behringer. His company's return to NAMM was highly anticipated, with a massive lineup of new products, particularly in mixers and synthesizers, drawing significant attention.
Between meetings, I was struck by the powerful sound of Friedman Amps?big news is coming on that front. Meanwhile, Ibanez, Marshall, and Ernie Ball dominated the show floor with non-stop demos, artist signings, and performances.
I also caught up with our friends from Hotone and Valeton, who introduced me to their latest releases, including new loopers/samplers (GP-5 and VLP-400), a compact wireless MIDI pedal for the Pulze range, and the new Pulze Mini. Hotone is making serious strides in the high-quality effects market with upcoming exclusive FX pedals.
A quick lunch with a friend from Reason Studios recharged me for the afternoon. Strandberg continues to solidify its position as the go-to brand for headless guitars, while Marshall unveiled an exciting lineup of new pedals, a studio head, and the highly anticipated Modified JCM and JTM Amps.
Xvive was another standout, with an impressive booth, new products, and live presentations. Korg, Nord, Viscount, and Studiologic all showcased incredible innovations, with live performances highlighting the versatility of their instruments. As expected, Pioneer DJ kept the party atmosphere alive throughout the show.
Before wrapping up the day, I visited Wavebone?always a pleasure to meet such a friendly and passionate team. A final stop at Digico, SSL, Waves, and Allen & Heath provided insights into the latest high-end mixer developments before a great meeting with Jet Guitars and Spira Guitars.
On my way out, I caught a stunning performance by Marcus Miller. The night ended with a drink alongside Swiss friends, followed by an unforgettable gospel concert at the Yamaha Stage.
Day 2: More Meetings, More Discoveries
The second day kicked off with a deep dive into Roland?s latest innovations, particularly their new V-Stage keyboards, which left a lasting impression. After a quick revisit to the Xvive booth for more product demos, the meetings continued, bringing exciting updates on our Blackline brand.
Navigating the crowded show floor was challenging, especially when Nuno Bettencourt's presence caused traffic jams. This turned into an opportunity, allowing me to visit some booths that were momentarily less packed.
Fender had more exciting developments, while ENGL Amps impressed with their new offerings. SKB Cases introduced a new case designed for the Behringer Wing Compact. Catching up with my longtime friends at Jocavi and a quick meeting with a Swiss supplier rounded out another packed day.
The highlight of the evening was meeting Phil X, a name to remember as he continues to make waves in the industry. Exhausted but excited, we both looked forward to the final day.
Day 3: Wrapping Up with Big Announcements
The last day was a whirlwind of last-minute meetings and surprises. A visit to Reverend Guitars showcased their latest models, and a meeting with Pageflip brought further exciting discussions.
One of the most memorable moments was my meeting with the Marshall team. I was genuinely impressed by their dedication and thoughtful approach to their brand's future. This reaffirmed my belief in their direction and upcoming innovations.
As I prepared to leave for the airport, an unexpected yet incredible moment occurred?I found myself walking alongside Mr. Hans Thomann. Our conversation along West Katella Avenue, the very street where each day had begun, was the perfect way to close out my NAMM experience. His wisdom and kindness left a lasting impression.
NAMM 2025 was a thrilling mix of nostalgia, innovation, and connection. The music industry is evolving rapidly, but the heart of it remains the same?passion, creativity, and the human element. Exciting times are ahead, and I can?t wait to bring these discoveries to our customers.
See you soon, LA!
