Every year, Anaheim, California, becomes a hub for music industry professionals as they gather for the National Association of Music Merchants (NAMM) trade show. This four-day event is a vibrant mix of product launches, live performances, and insightful presentations. For the past four years, John Towner, director of the music business program at Elmhurst University, has ensured that his students are part of this significant gathering.
This year, Towner accompanied a group of 20 Elmhurst students, primarily music business majors, to NAMM. The convention center transforms into an educational environment where students engage in workshops, network with industry experts, and explore the expansive trade show floor. Many students benefited from financial assistance provided by Dinah Gretsch, vice chair of the NAMM Foundation Board and executive vice president of the Gretsch Company, a long-time supporter of Elmhurst’s music initiatives.
Towner emphasizes the unique nature of the event, stating, “It’s a one-of-a-kind opportunity because you have the entire music industry under one roof. There is no better opportunity to interact with professionals.” This year’s show marked NAMM’s 125th anniversary, attracting over 60,000 attendees from 122 countries, along with around 500 guest speakers and performers. While NAMM is renowned for showcasing cutting-edge products, Towner believes the real value lies in the connections students can forge.
Eliana Kiltz, a music business major, shared her enthusiasm, noting, “The place is just huge, and everywhere you turn there are people making music and talking about music. It’s inspiring, because people are so willing to talk to you about the work they do and to help you further yourself professionally.” In addition to networking, the Elmhurst students toured the historic Paramount Recording Studios in Los Angeles and visited Position Music, a music licensing and artist management firm, where they gained insights into industry life.
The students also had the chance to reconnect with two Elmhurst alumni who are making strides in the entertainment sector. Ke’ala Valencia, a 2020 graduate, works for AEG, an international concert promoter, while Geo Calawerts, a 2021 graduate, serves as a production assistant for Sony TV. Towner believes that meeting successful professionals instills confidence in students, making the music business feel more attainable. “They’re meeting people who not long ago were in their shoes as students,” he says. “That self-confidence can be as important as your knowledge and your experience.” Kiltz echoed this sentiment, stating, “My experience at NAMM made me even more motivated and excited to enter the music industry. I feel like the possibilities are endless.”
