NAMM 2026: John Mlynczak on AI, influencers, travel restrictions & keeping the world’s biggest music trade show relevant

As John Mlynczak prepares for his third NAMM Show as president and CEO of NAMM, the stakes – and the significance – have never been higher. NAMM 2026 marks an extraordinary milestone: 125 years of the world’s largest non-profit music trade organisation and 50 years in Anaheim. Set against a backdrop of industry transformation, from AI and the rise of influencers to evolving business models, global travel challenges, and the resilience shown in the wake of the L.A. wildfires, this year’s show is shaping up to be one of the most pivotal in NAMM’s history. 

Mlynczak caught up with Headliner ahead of this year’s show to discuss how NAMM is honouring its legacy while adapting to keep the show relevant, inclusive, and future-focused.

NAMM 2026 marks a major milestone: 125 years of NAMM and 50 years in Anaheim. What does this anniversary represent for you personally and for the wider music products community?

There’s a ton of energy around coming together this year for the 125th anniversary. I’m excited for it, and the people I have been speaking to are as well. People are telling me that they want to come together and talk to their global partners in one place. 

It’s been established for the last couple of years that NAMM is the only global show for our part of the industry, and people want to come together to be there. So the energy is really exciting.

To harness this energy, we’re putting together an unforgettable 125th anniversary event with exciting new experiences, starting with our new in-depth education summits, and continuing with a new NAMM Show App.

Indeed, the 2026 show promises five days of activity, with three dedicated to exhibits and brand activations. What can attendees expect to experience that will make this anniversary show stand out from previous years?

The NAMM Show 2026 will be a bigger experience for every community at the show. As part of this, we have expanded our show education programs, which now start on Tuesday and run through the end of the show on Saturday. This includes our new robust suite of half- and full-day summits on Tuesday and Wednesday, as well as a full lineup of complimentary education sessions on a range of relevant topics.

This includes: All-day sessions with topics including marketing strategy, AI and business, music-education advocacy, and social media. Professional summits: Retail Financial Summit, NAMM Marketing Summit, TEC Tracks Studio Summit, Women of NAMM: Leadership Amplified, and the Music Education Leaders Summit. There are also Education Tracks: Sessions for retailers, brands, pro audio, entertainment technology, artists, music educators, and students.

When you add in the live performances, demo sessions, awards shows, and networking events, it’s going to be a week filled with opportunities for every visitor.

You’ve announced that NAMM 2026 will feature over 200 educational sessions. What inspired this expansion, and how does it reflect NAMM’s mission to strengthen the global music ecosystem?

Our half- and full-day summits have come as a direct result of feedback from our members. Our unwavering commitment to supporting music making and workforce development for our industry has always been part of our core mission at NAMM. So when the membership tells us that sessions where you can really delve into detail on specific subjects would be beneficial, we do our absolute best to make that happen.

We feel that this plan reflects where the industry is right now and will help to provide strong foundations for growth. With our industry in a regrowth phase, it is more vital than ever to be laser-focused on creating more music makers from a variety of backgrounds, communities and programs that further enrich arts and music in our society.

NAMM’s Day of Service continues to champion music education in the local community. Why does this initiative remain such an integral part of NAMM’s identity, especially in its 125th year?

The Day of Service and giving back to the local community remains the heartbeat of The NAMM Show. Every year, NAMM’s Day of Service highlights the positive impact of music education on students' lives and society. It is a core part of our identity, and we love to see NAMM members partnering with the local Anaheim school district and community to highlight the benefits of music education. 

NAMM has always been more than just a trade show; the networking and after-show events are often where deals and collaborations begin. Why are those social and community moments so vital to the show’s success?

Human connection is what the music industry is built on. Every year, new business relationships begin based on people meeting up at The NAMM Show and starting a conversation at the bar or over dinner. This is one of the great things about the show, and we want to make sure these opportunities are there for every community. 

Events like the Pro Audio Pool Party are the perfect example of this. It gives the pro audio segment of the show the opportunity to come together and network. They know that every year, everyone will head to the Marriott pool straight after the show floor closes on Friday night. It’s a great fun event every year, and I’m excited to be there again this year.

This is why we are constantly building up the roster of events that are officially part of the show, like the Bass Magazine Awards this year. We want to include things that are off campus as well because we are maxed out on space. My ultimate goal is to turn Anaheim into NAMMaheim and have the event truly take over the city for the week.

The NAMM Show is the crown jewel event of the year for all things music and music products, and we have something for everyone. No matter what your niche is, join us to spend time with your community and discover the industry trends that influence your organisation and career.

The She Rocks Awards and other live events have become signature celebrations at NAMM. How do these programs contribute to the show’s broader cultural impact?

Through the events we provide a platform for, from She Rocks Awards to the TEC Awards, we strive to honour the different sectors that collectively make up the NAMM Show. We aim to ensure that every community at the show can celebrate their success stories and come together to help everyone grow. We see this as a vital part of our mission and look to grow it and recognise more communities every year.

For example, the new addition to the NAMM Show official lineup is the Annual Bass Magazine Awards Show, which will honour Lifetime Achievement Award Recipients Les Claypool of Primus, Mike Dirnt of Green Day, and Marcus Miller, along with Future of Bass Award Recipients Laura Lee of Khrungbin and Blu DeTiger.

Given the current political climate in the United States and the recent decline in international visitors, how is NAMM working to ensure that global attendees and exhibitors still feel welcome and supported?

We see The NAMM Show as a truly global event rather than a US show with international visitors. We want to be the safest, most inclusive, diverse place you could possibly go to. We work very hard to make The NAMM Show feel inclusive for people from any country. When you come to The NAMM Show, you are at a show run by an organisation that highly values and cares deeply about the global diversity that makes up our industry.

To us, this is more than just words; there are actions too. We are demonstrating inclusivity through the international networking events we are hosting, the translation of more educational sessions than ever into different languages after the show, and the number of international meetings and coalitions we are running.

NAMM is looking forward to welcoming our community from around the globe to The NAMM Show, and our goal is to create a smooth and seamless travel process as you plan to attend the show.

Some nations have issued travel advisories concerning the U.S. border experience. What reassurances or practical steps can NAMM offer to help foreign visitors navigate these challenges ahead of NAMM 2026?

The United States State Department has created the Visa Wizard, a tool to help identify if you are required to obtain a visa when travelling from your country of origin. If you need one for your visa application, you can request a letter of invitation via The NAMM Show website. 

Please note that some countries are part of the Visa Waiver Program, and you are not required to obtain a Letter of Invitation. If your country is part of the Visa Waiver Program, you may register for your Electronic System for Travel Authorisation (ESTA) approval before travelling.

As we look toward 2026, what emerging industry or technology trends do you think will most shape the music products sector, and how is NAMM adapting its platform to highlight these innovations?

AI is the hot topic on everyone’s mind right now. There are lots of stories around AI in the creative process for music makers, but I am interested in how NAMM members will be using AI in the products they make.

We’ve also anticipated interest in the subject from our attendees, so we are running different educational sessions every day that touch on how AI can and is being used in different parts of the industry.

Coming out of a challenging few years, including the L.A. wildfires during NAMM 2025, how did the organisation and its community rally to ensure the event remained strong? How did the fires affect attendance last year?

The fires were devastating for the community, but they also showed the real positive side of our industry. The community came together at The NAMM Show and showed everyone that we want to work together.

The story of NAMM over the last 125 years has been about resilience. It's the story of massive challenges to our industry, where we overcame and thrived. This is everything from world wars to massive shifts in consumer behaviour, not to mention genre shifts. 

NAMM was founded before The Beatles, before the guitar, bass, drum, and keyboard bands even existed. So this year, we are celebrating 125 years of resiliency. The reason we've overcome everything in 125 years is that just like with last year’s wildfires, the reaction has always been to come together and work together.

Creating more music makers and making sure there are more customers out there having an amazing experience with a passion for this wonderful thing called music making that we all love. That's the ultimate goal.

NAMM attracts a high number of influencers and social media creators. Some view them as vital for visibility, others question their actual impact on business. What do you see as the real benefit of influencers at the show, both for NAMM and for the brands that exhibit?

We believe that influencers, creators and podcasters are as important as traditional media, and we give them the same access and opportunity. We have designed badges for the 2026 show to exclusively serve industry segments, which include media outlets, podcasters, content creators and social media influencers, and we have set aside space on level three of the Anaheim Convention Centre for a dedicated creator studio where content can be produced at the show.

Of course, influencers come in all types. In the pro audio community, for example, the influencers are the engineers creating videos from the front of house about their mix. The content they create is fantastic, and I know the community finds it really useful to see what people are using and how they are getting the most out of their gear.

At NAMM, we want to keep inspiring more people to get involved in making music. We understand that there are many ways to reach people through both traditional and social media, and we have to embrace every route we can. We are determined to take every opportunity we can find to reach new audiences and grow the talent pool in our industry.

One exhibiting manufacturer told Headliner that while they acknowledge the significance of face-to-face meetings and networking, they’re not convinced that trade shows are worth the investment anymore. How would you respond to that sentiment, especially given the cost and scale of exhibiting at NAMM?

The NAMM Show is what you make it. Whether you’re an entrepreneur, small business or legacy brand, The NAMM Show is your place to connect with thousands of industry leaders with purchasing power. This is where the game changes.

Exhibitors who do well at The NAMM Show are the ones who use every tool in the box. They are looking at the entire campus as a canvas, they are looking at what products on their booth will make it an experience, and they are looking at extra dedicated meeting rooms for conversations that need to be taken away from the show floor. 

They are looking at which employees to send to the various global receptions and networking events. They are looking at how they advertise their presence at the show, either physically or digitally. They are making sure their exhibitor listing is up to date with full and complete information.

The NAMM Show is the largest global gathering of the music industry, and we want our exhibitors to make the most of the opportunity it presents. If anyone is unsure how they can best do this, they will have a dedicated NAMM rep whom they can contact, and we can help them to maximise the value they get from being part of the show.

As NAMM looks beyond its 125th anniversary, what is your long-term vision for how the show and the association will evolve over the next decade?

As we look to the future, we know that we need to be incredibly nimble and flexible to ensure we deliver the best event for our members. We are using things like our new app to provide us with real-time data so we can see what is working and what isn’t, allowing us to adapt faster. 

We are looking at how we break down the different communities at the show to see what works best for different sectors, so we can create the right things for every sector in the industry.

We know we’re going to have to move fast. We're going to have to experiment more, and in order to do that, the two things you need are data and incredible flexibility. We are setting ourselves up to be adaptable and make sure that The NAMM Show continues to meet the changing requirements of our industry now and into the future.