Chinese brands shine at US music industry show

The National Association of Music Merchants presents the latest trends in the music industry at the Anaheim Convention Center in the United States on January 27, 2018. Photo: IC

China-made musical instruments gained a foothold in a prominent exhibition held in Southern California over the weekend, attracting much attention and recognition from customers and American dealers.

More than 3,500 music industry brands from around the world attended the 2022 National Association of Music Merchants (NAMM) Show, one of the world’s largest music industry trade shows, held at the Anaheim Convention Center.

Chinese companies, a major force at the annual show in recent years, showcased their latest music, sound and entertainment products and technologies. A record number of around 220 Chinese companies participated in the latest show held in early 2020.

The annual exhibition resumed the in-person exhibition for 2022 after it was canceled in 2021 due to the COVID-19 pandemic. However, the number of foreign exhibitors, including Chinese exhibitors, has dropped due to international travel risks.

Many Chinese companies have shipped their latest music products to the United States and sent their representatives based in the country to the show, aiming to reach more customers.

The Pearl River Piano Group, China’s leading piano manufacturer, set up a private showroom at the fair, attracting crowds of visitors to try out different styles of pianos.

Leng Tshua, director of global sales and marketing of Pearl River Piano, told Xinhua News Agency that the company shipped 40 first-class pianos from China to the show, including Kayserburg pianos that combine the know- make German with the latest advancements in acoustics and manufacturing technology.

Calling North America a very important market for the company, Tshua said that in recent years the brand has gained increasing recognition among global users, including US customers.

Pearl River hopes to reach more dealers and music lovers through the show, and will make long-term efforts to boost brand awareness, he told Xinhua.

Sunsmile Musical Instrument Corporation, a company based in Shandong Province in eastern China, sent its latest electric guitars to the show.

Jennifer Price, owner of a music store in Simi Valley, California, stopped by the booth and ordered several guitars from the company.

Price told Xinhua that his store was closed for two years during the pandemic and recently reopened. The Chinese musical instruments were her store’s best sellers and she planned to order more at the show.

“These vintage Chinese guitars are handcrafted, with exceptional qualities and a very fair price,” Price said, adding that she has been a customer of Chinese musical instruments for more than 20 years.

Shenzhen Joyo technology company, which specializes in manufacturing and marketing digital music products, showcased a wide range of guitar palettes and amplifiers at the show.

Tuerdi Aikebai, a representative of the company, told Xinhua that the company plans to introduce its latest products to customers around the world at the main music fair and further expand its overseas market.

The show, which ran from Friday to Sunday, offered attendees a dynamic way to experience the latest music products and technologies, educational sessions and live concerts.

For the first time, select content and experiences from NAMM 2022 were shared via a new digital interactive platform with exhibitors, attendees and attendees around the world who were unable to participate in person.

Alice P. Darby