Off the Record
Fri., July 27, 2007
NAMM Dropping
Unknown Hinson is an unexpected spokesman for the International Music Products Association, commonly referred to as NAMM. The Charlotte, N.C., native is a professed vampire who claims to be the "King of Country Western Troubadours," but the music industry has always been dominated by image, and Hinson's mug shot -- greased sideburns and fangs -- is one that scars (check Hank III's bicep for proof). The rockabilly ghoul is sponsored by Coffin Case, Reverend guitars, Vox amplifiers, and Everly strings, just four of the hundreds of musical-instrument and -accessory manufacturers whose products will be on display for thousands of retailers and performers from more than 30 countries at the 2007 Summer NAMM this weekend at the Austin Convention Center. "I keep things pretty simple," says Hinson, who's booked for two private events, "but I keep my eyes and ears open. Everything I do is for the womans."
Though the convention is closed to the general public, NAMM distributed
1,515 one- and two-day passes to local music businesses and musicians with assistance from Texas Music Office Director Casey Monahan, while Elysium, Emo's, and Red 7 host open events on Saturday. On the local front, Dan'l Guitars launch two of their slick, lightweight electric models. "We're doing some things a bit different, with design elements to make the playing more comfortable and to expand the tonal capacity," says founder and local musician Dan'l Terry, who developed the beasts over the last five years. Collings Guitars ("Building the Perfect Beast," July 14, 2006), the renowned acoustic-guitar manufacturer, unveils a new and currently unnamed electric guitar model. Judybox amps, which surveyed the market at last summer's convention before embarking on their project, debuts their line of hand-wired, all-tube, vintage-style amps. And Retail Up! offers the technology used to connect the various musical-instrument manufacturers to independent retailers around the world. "NAMM is a perfect fit for Austin, because there's a sector of the industry that will always be here," says Monahan, who was integral in bringing NAMM to Austin last summer after it was previously held in Nashville, Tenn., and Indianapolis.
Unfortunately, this will likely be the last time NAMM returns to Austin. While the conference has registered approximately 340 companies and expects to generate $14 million for Austin, those numbers are roughly one-third lower than last summer's figures. Scott Robertson, director of marketing and communications for NAMM, attributes the decrease to slower sales throughout the music industry and the increased popularity of NAMM's January session in Anaheim, Calif. "Right now we're taking the pulse of the members to see who wants and needs this show," admits Robertson.
