Twice a year, and celebrating its 104th session, the NAMM show brings together manufacturers and dealers of all things musical in a rich pageant of sight, sound, and innovation. It attracts artists, musicians, and producers to a convention hall that's the musical gear equivalent of Christmas, New Year's Eve, and Thanksgiving all rolled into one.

I have attended about 8 of these shows, and they never cease to amaze me with the sheer volume of people, the fantastic new products rolled out, and the company reps that work overtime to ensure a successful outing. I went to my first show in 1997, just got back (yesterday) from the Winter Session. I go for many different reasons, and maybe you are thinking of hitting the next one. Let me tell you why you should go, and what you can look forward to.

Eden web columnist Steve Cook does a Photo Op shot with the handsome and talented John Vitale, our Arist Relations Director at Winter NAMM 2006. Steve's a total Edenite and a very cool guy with a unique insight into building a music career. If you're not already reading his monthly column, you should be.

When I went to my first show, I had no idea what to expect. I had just signed with a string company, and all I knew is that I had to go to Los Angeles. When I got there, I was floored by so many things. First, I saw artist after artist walking around and trying new guitars, amps, etc. These were guys I grew up listening to, and here I am watching them three feet in front of me. I tried to walk every foot of the convention (wear comfy shoes), and took home 60 lbs of literature. I came home with star-struck pictures, and couldn't wait for the next show.

At the first show, I learned many things. First, figure out your purpose for being there. If you are just going out there to play new gear, great, but there is so much more you can take away from the show. You need to be armed with your business card, press packs, etc. and a game plan of what you hope to accomplish while out there. You meet so many musicians, you never know what can happen with a chance meeting. I found myself talking with Fieldy from Korn one-on-one my first year out, and he was looking for bands for the Family Values Tour. We weren't the right genre for it, but that door was wide open for somebody.

NAMM is also a great place to start business relationships. If there is a company you would like to work with, the best way to approach things is to contact them a couple of months before the show with a press pack and your intentions. If there is a positive response, then follow up with them about 3 weeks before show time to let them know you are coming, then visit the booth and do your thing.

'Face time' is a very valuable commodity, and if you can get it, use it. Maybe you can set up your endorsement there at the show, and pick out items for your initial order. Maybe you have an endorsement. Go to the booth and show your love for the gear. Take some pictures and look at the new toys. They are your product reps, but they are people, too, so go to dinner, get some drinks, and have a good time.

There are always functions to attend at night as well. Different companies sponsor parties, in which they have 3 or 4 artists or bands play a night at various venues. You get to see some great players, and the beer flows like wine. Again, it's a great setting to talk to the artists and reps, and meet people that may be able to help you in your career.

Many manufacturers also have artists come by and either sign autographs or play in their booths. Not only do you get to be up close and personal with some of the best players in the world, for me personally it is an inspirational kick in the butt to get home and try new things, or practice that much harder. Many of the players are happy to give you a little one-on-one time if you have specific questions. How cool is it that you can ask Omar Hakim about a stick technique, or Trae Daniels about a bass lick?

So what do you take away from NAMM? Hopefully it's a bag full of brochures, a head full of ideas, one or two new licks, and a pocket full of business cards. It is a wealth of opportunity and knowledge, so take full advantage. Personally, NAMM is a time to reconnect with friends that I see twice a year- at NAMM. But I'm OK with that. As much as we all go out at the convention, it takes me the six months between shows to catch up on sleep. See you on the road!!

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