The National Association of Music Merchants, known as NAMM, held its annual show in Anaheim from June 3 through June 5, 2022. This was my first time attending the trade show that caters to domestic and international dealers and distributors. Although I am a novice guitar player at best, I consider myself somewhat of a music connoisseur, and I felt like a kid who found himself standing in the middle of Santa’s workshop. I was awestruck as I walked around the convention floor filled with rows upon rows of merchant booths. There was every type of instrument and equipment you might hope to see, and you could also sample almost everything. As musicians and music enthusiasts sampled the plethora of musical devices, the den of drums, horns, violins, and guitars resonated throughout the 813,607 sq. ft. exhibit hall.
L-R” Acores Gold” “Eternity Lost” “Auros”
Three gorgeous guitars exhibited against a black background grabbed my attention. The display was lit perfectly, showcasing their golden luminosity. Talking to one of the vendors, I learned that Project of Three is their company’s brand. Project of Three is comprised of 3 luthiers who have come together with a mission to bridge the gap between musical instrumentation and art by creating iconic guitars. Every year they engage in a specific theme to create a collection of unique guitars. This year the Gold Collection was on display here at NAMM. Each guitar bears the unique vision of the specific luthier who designed it. Michael Spalt’s “Auros,” Adriano Sergio’s “Acores Gold,” and Ulrich Teuffel’s “Eternity Lost.” All three guitars were designed exquisitely; my favorite was the “Acores Gold,” which reminded me of a Tiple or similar antiquated instrument from the 15th or 16th century.
InZane Skins had some interesting designs on display at their booth. I’m not sure I would want a Fruity Pebbles guitar, however, the “Psycho” skin was pretty cool. John G., the creator, sells custom skins that you can apply yourself. You can also design your own, and using his tutorial, you can give your ax a mesmerizing makeover in a mere ten minutes.
Gary Holt
Over at the Arachnid Guitar Cabinet booth, Exodus and Slayer guitarist Gary Holt was signing autographs. Holt is one of many ambassadors for this top premier custom metal cab maker based in Sacramento. He took a minute to give me a thumbs up and let me snap a quick pic.
At the Minarik guitar booth, encased in a shadowbox gold frame with flickering lighted gargoyles at the corners, was a custom guitar featuring images of Disney’s Haunted Mansion ride. Minarik collaborated with the Disney corporation to develop one acoustic guitar and thirteen electric guitars uniquely hand-painted. The artwork commemorates the ride’s 50th anniversary. They sold all but one guitar, which they held back to feature at the NAMM show. The fretboard is decorated with an exact copy of the green wrought iron fencing seen throughout the ride. There are also ten hidden mickeys, of which some can only be seen under a black light because they used UV paint on many parts of the guitar. The electric guitars sold for $13,000, and the acoustic sold for an astounding $33,000. If you search the guitar online, you can find many more tidbits of info and see it illuminated with a blacklight. It’s worth checking out.
I have to say the most exciting and indelible merch of the show was at the Ibanez booth. Ibanez and Steve Vai’s Hydra guitar, officially released in January, was on display. Five years in the making, this beast is monstrous even for Vai. The Hydra is multifaceted with two headstocks and three necks that host seven and twelve-string guitars and a four-string ¾ scale length bass. In addition, it boasts thirteen sympathetic harp strings, half-fretless necks, single-coil, humbucking, piezo, MIDI and sustainer pickups, floating and hardtail tremolo bridges, and phase splitters. On a large screen next to Hydra was the reveal video featuring Steve Vai performing his track “Teeth Of The Hydra.” I couldn’t hear the video, but when I got back to my room, I checked it out, and I highly recommend giving it a look and listen. It is sonically as well as visually incredible.
Bassist Singer-songwriter Fred Hammond
Merchandise is not the only thing that NAMM has to offer attendees. There are also several stages featuring bands and musicians throughout the day. In the evening, NAMM features some exceptional talent on the large Yamaha stage. I attended the Night of Worship show featuring Fred Hammond and Saddleback Worship. Saddleback Worship is a community of talented singer-songwriters who are worshipers serving the Saddleback Church in Southern California. They took turns singing lead on some lyrically spiritual songs. Their high energy and outstanding vocals lit the stage and uplifted the audience. Gospel singer-bassist and record producer Fred Hammond followed Saddleback. He is considered one of the most famous figures in contemporary gospel music, which was evident by the crowd’s excitement. Hammond is a multiple Grammy and Dove Award winner. He has released countless albums both as a solo artist and with the band Commissioned. The choir that accompanied him was remarkable with their resonant gospel vocals and enraptured energy. The evening was inspirational and emanated a joyous vibration that flowed throughout the crowd.
Guitarist Singer-Songwriter Mike Pinera
The NAMM events are not exclusive to the convention center. There are also several things going on at the Hilton hotel adjacent to the center. I was at the Renkus-Heinz stage at the Hilton for the Legends concert. Legends band is a culmination of stellar musicians from some excellent bands of the 60s and 70s. (Guitarist Mike Panera of Iron Butterfly , bassist Jerry Salas from El Chicano, keyboardist Bob Luna who played with Paul McCartney, percussionist Marcos Reyes from War, Bassist Larry Antonino from Pablo Cruise, and Drummer Greg Alban who played with Patrick Moraz Band and Denny Laine.) With such a fantastic lineup of musicians, the instrumentation was superb as Legends delivered some great classics from their prospective bands.
The unsung heroes of music are those who, through their expertise, are paramount to creating the songs, albums, and concerts that music lovers like me revel in every day. NAMM recognizes these individuals at the Tech Awards. The Tech Awards are considered the highest honor dedicated to the pro audio and sound recording industry. I attended the awards hosted by comedian, actor, and musician Fred Armisen. Armisen entertained with humorous anecdotes and had the crowd laughing with a guitar montage parodying the nuances of the guitar stylings from various countries around the world. The show’s highlight was NAMM’s Hall of Fame inductee Peter Asher. The record producer, artist manager, and musician was a member of the 60s singing duo Peter & Gordon. He also was in charge of the A&R department at the Beatles’ Apple Records. James Taylor, Joni Mitchell, Linda Ronstadt, and Diana Ross are just a few artists he has managed or produced in the past. The Bangles co-founder Susanna Hoffs introduced Peter Asher, who, after giving an uplifting speech, picked up his guitar and performed the Peter & Gordon hit “A World Without Love.” It was a poignant performance.
Musician, Producer, Manager Peter Asher
My entire three days at NAMM were a cohesive, musically abundant experience that left this music enthusiast looking forward to the next show in 2023.
BackStage360 would like to thank NAMM and the Lippin Group for their hospitality. We look forward to seeing you again in 2023.
JenB@BackStage360.com