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The NAMM Show is an annual event in the US that its organizers describe as "the world’s largest trade-only event for the music products industry". It is held every January in Anaheim, California, US at the Anaheim Convention Center, and is one of the two largest music product trade shows in the world. Its European counterpart is the Musik Messe in Frankfurt. The event attracts numerous famous musicians, many of whom are endorsed by exhibitors and come to promote their own signature models and equipment.
NAMM is a trade-only business show catering to domestic and international dealers and distributors. The product exhibits are an integral part of the show, allowing the dealers and distributors to see what's new, negotiate deals and plan their purchasing for the next 6 to 12 months. Only employees and guests of the exhibiting manufacturers and/or NAMM member retailers and distributors are allowed to attend, along with credentialed members of the press. Exhibitors are allotted a specific number of badges based on the square footage of their booth. Retail Members are allowed a certain number of badges based on their full-time employees.