NAMM unveils the products that make our feet tap and bodies dance, sometimes at well over 85 decibels that organizers try to keep levels within. But just as movie theaters that routinely jack up the volume to the chagrin of the audiences (they just don’t get that it is important to please an audience not blast them out of their seats), sometimes the enthusiasm of the moment gets the exhibitors and participants (professionals only; not open to the general public) carried away.

Even so, the professional models and presenters hired for this year’s show will be demonstrating and showing keyboards, guitars, drums, sound systems, electronic hardware with enough controls to frighten a jet pilot, and software products that will do more and at lower prices than devices and equipment has done before. With the advances in industrial or digitally produced sounds, the additions to ideas for both conventional musical instruments and new effects could have made Jimi Hendrix envious.

There will also be big name artists (previous names included Slash, Booty Collins, Yngwie Malmsteen, Peter Frampton, Kenny G, No Doubt, Dave Mustaine, Lemmy, Danny Carey and more) and promotional prizes. There will be killer bands with killer gear for what demonstrators hope will make them a killing. But with all this competition there are opportunities for companies to make their brands stand above the others.

Through it all will be crowd gatherers, hostesses, promotional models, product specialists and demonstrators to make the most of every sales opportunity of the show. Retailers will find better ways of selling by watching the pros engage the audience and draw them into their exhibits—it never fails! And they will see again how their sales efficiencies increase due to the efforts of these professionals who create advantages and channel the prospects in, while allowing the viewers to move along and not expend more of the sales team’s time and energy.

We are here to help with brand-building efforts again this year. Our models and presenters will be right at home among the most serious and intuitive of audiences passionate about the music business and the business of music.

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