NAMM President and CEO John Mlynczak discusses global unity and industry resilience, as he pulls back the curtain on how The NAMM Show is evolving into a powerful catalyst for collaboration, innovation and international growth.

What does a truly global industry meeting point look like in an era of economic uncertainty, rapid technological convergence and shifting regional power?

For decades, The NAMM Show has been far more than a trade event—it has been a barometer of where the global music and entertainment technology industries are heading. As markets recalibrate and communities seek stronger collaboration, NAMM’s role as a unifying platform has never been more critical.

In this exclusive conversation with Entertainment Technology Asia, John Mlynczak, President and CEO of NAMM unpacks how the show is evolving for 2026—technologically, geographically and culturally. From cross-sector synergies and immersive brand experiences to the rising influence of APAC and the Middle East, Mlynczak offers a candid look at how NAMM continues to shape, and be shaped by, a rapidly transforming global industry.

ETA: The NAMM Show has long been regarded as a cornerstone for global music and entertainment technology. How would you describe the show’s evolving focus for 2026—both from a business and technology standpoint? Have there been any significant shifts in approach to reflect the changing dynamics of the global industry?

JM: What we are seeing at the moment is very much a feeling of “we have got to be there” from our exhibitors and visitors. I have been travelling around the US, Europe and Asia, and people I meet around the world are looking at The NAMM Show as the place to meet all of their global partners and global suppliers. That brings a real energy to our preparations for the show.

From the music side, people are telling us that NAMM is the only global show they can go to, and on the pro side we are seeing more and more people treating it as a global meeting place where they can see suppliers and resellers all in one location.

Everyone knows that there has been a lot of economic uncertainty in every sector and every market this year, and that has put real stress on the industry. That has encouraged people towards using the global platform of The NAMM Show to help figure things out together and come together around the solutions we need. This sense of togetherness was really prominent around the devastating LA wildfires last year and highlighted the strength of the industry community around the world.

ETA: Technology has increasingly blurred the lines between musical instruments, audio, lighting, and entertainment control ecosystems. What kind of innovations or cross-sector synergies can attendees expect to see take centre stage at NAMM 2026?

JM: This is one of the great things about The NAMM Show. People like to put our visitors into one community or another, but the truth is that there is real synergy between all of the communities that come to the show. You may have a guitarist who is coming to look at what’s new from Fender or Martin Guitars, but often they will also be a worship tech at their local church and want to go and see the new equipment from Allen & Heath or DiGiCo. NAMM is now the only place where they can do all of that on the same campus.

To support this level of broad interest, we have created a complete package to help people get the most out of their time in Anaheim. For the musical instrument side, we have more performers and endorsers taking part than ever before. On the education side, there are hundreds of sessions during both the dedicated pre-show days and the show itself. To build on this, we have more demo rooms than ever before, so every visitor can get a taste of the latest equipment in entertainment technology.

We know that our attendees aren’t focused on only one aspect of the show, and our exhibitors are doing a great job of inspiring and helping to grow those synergies across every part of the event.

ETA: With the live events and entertainment technology industries bouncing back stronger post-pandemic, what trends do you foresee defining the business landscape for 2026—particularly in how brands, distributors and creators engage through the NAMM platform?

JM: The NAMM Show is all about generating brand demand. We see brands using our platform to reach people through experiential moments. That could be products being used in real-world settings on one of our stages, brand activations on the show floor, or training through dedicated education sessions.

Another thing we are seeing is brands creating experiences in their demo rooms. At The NAMM Show 2025, the teams from L-Acoustics and d&b audiotechnik both created very different, but equally amazing, demonstrations of their spatial audio technology. This is the kind of thing that proves the technology to the people making the buying decisions and sticks in the minds of those who experience it.

For The NAMM Show 2026, we are helping people make the most of these experiences. Our visitors now have an upgraded app to make navigating the show and planning their time as rewarding as possible, while our exhibitors will have even better opportunities for engagement through technology-driven connections.

This mirrors what we are seeing in the wider industry. The strength of the live market relies on having the right technology, reaching the right people and delivering an experience to remember. NAMM is definitely the right platform to do that.

ETA: APAC and the Middle East have seen exponential growth in entertainment infrastructure and event technology adoption. How would you describe participation and engagement from these regions at the NAMM Show in recent years, and how do you expect this to shape NAMM 2026?

JM: APAC and the Middle East are both incredibly dynamic and powerful markets for the entertainment technology sector. As an organisation, NAMM has always tried to support people visiting The NAMM Show from these regions, whether through special events and dedicated representatives on our team or something as simple as visa invitation letters.

We understand the potential of these regions and the strong desire for people to be in Anaheim in January for The NAMM Show. We are seeing encouraging signs of increased participation from both regions for The NAMM Show 2026. From the conversations I have had with people around the world, I know how NAMM is viewed and how we can create a memorable and valuable experience for visitors from APAC and the Middle East. I am really looking forward to meeting many guests from these regions at the show.

ETA: Regional innovation often brings fresh energy to global platforms. Are there any standout technologies, companies, or collaborative initiatives from APAC or the Middle East that you believe are influencing the direction of the NAMM Show—or even the wider industry?

JM: Innovation is at the heart of everything we do in this industry. The entertainment technology sector has grown through the constant need to improve experiences for audiences, performers and technicians. We see companies from all over the world pushing barriers and expanding possibilities every single day.

That could be through remarkable uses of drones to turn the sky into a canvas, immersive sound where art and technology come together to create intimate experiences for every audience member, or projection mapping that bends reality.

None of these technologies are particularly new, but the way they are being applied continues to evolve. This is especially true in APAC and the Middle East, where audience expectations are higher and technology often becomes the key differentiator that makes an event stand out. At NAMM, we celebrate this innovation and actively share compelling use cases with the global community. That is why education remains a core focus, alongside recognising technical excellence through various awards programmes.

ETA: Looking ahead, how do you see NAMM’s global mission aligning with the momentum building in the APAC and Middle East markets? What role do you believe NAMM can play in catalysing further growth, education and international collaboration across these fast-evolving regions?

JM: We absolutely see NAMM as a global mission—whether that is providing a global meeting place for the industry to start the year in Anaheim, or through the international organisations supported by The NAMM Foundation. Our aim is to keep promoting the industry and the opportunities it provides to the next generation of performers and technicians.

Education sits at the heart of what we do, because a better-informed industry delivers better results for everyone. At The NAMM Show 2025, we trialled two full days of education before the exhibition halls opened. This worked phenomenally well, so we have expanded it for The NAMM Show 2026. This year, we are also introducing a range of full- and half-day summits, allowing visitors to go much deeper into specific topics. This is something our members have been asking for, and we are confident it will be a great success.

We see this strategy of supporting and educating the industry as being perfectly aligned with the momentum in fast-evolving regions such as APAC and the Middle East. By presenting these opportunities to the global community, we believe everyone benefits—and NAMM continues to be the platform that drives the global entertainment technology market forward.