Music China to Take Place Oct. 17–20 at Shanghai's New International Expo Centre

International trade fair for musical instruments and accessories to feature NAMM University sessions, industry practitioners, academics and legal experts, and sharing of best practices

September 6, 2007

NAMM, the trade association of the international music products industry, will host its NAMM University Sessions at Music China in Shanghai in October, providing a unique forum for education and information exchange for the music products industry in Asia.

Organized by the China Music Instrument Association (CMIA), INTEX and Messe Frankfurt, the fair is scheduled for Oct. 17–20 at the Shanghai New International Exhibition Centre, and is expected to attract more than 30,000 visitors from all over the world. 2007 marks the second time that NAMM University has been held in Shanghai. The program was successfully launched at Music China 2006 with an impressive panel of international speakers and an audience of 500+ people.

The 2007 NAMM U sessions will take place over three days, Oct. 17–19. Day one will feature a Big Issue Panel, "Intellectual Property Rights for the Sheet Music Industry in China: An End in Sight for Infringements?" Exploring the much-discussed industry topic of product copying and IPR infringement, this session will bring together major Chinese and foreign publishers and legal experts for discussion on the issues and challenges facing the sheet music and music publishing industry. The session will be moderated by Wu Bin of Peoples Music Publishing House, and panelists will include Fei Weiyao of Shanghai Music Publishing Co.; Yang Yandi of Shanghai Music Conservatory; Diana Matthias of Rouse & Co. International; and Doug Lady of Hal Leonard (USA).

Session two on Oct. 18 will feature a second Big Issue Panel exploring "Music Education—Its Importance for Our Industry and Developments Worldwide." Music education is a key focus for policy-makers the world over, including those in China. China intends to transform its economic growth model by, among other things, developing science and education capabilities. Financial input for education will be increased, with government expenditure in the education sector expected to reach 4 percent of GDP by 2010.

This session aims to explore developments and trends in music education around the world, and to compare and contrast different approaches. This session will be moderated by Betty Heywood, director of international affairs at NAMM, and panelists will include Liane Hentschke, ISME—International Society for Music Education; Yu Wenwu of the Music Education Professional Committee of the Chinese Society of Education; Hong Jiale, Music School of Shanghai Normal University; Richard Letts of the International Music Council; Zeng Zemin, Hsinghai Piano (China); and Terence Wu, Parsons Music (Hong Kong).

Sessions three and four (Oct. 18 and 19) will be comprised of "How To" sessions for Chinese retailers. Topics to be covered include:

  • How to Maximize Your Sales - Alan Liu, AXL Musical Instruments (USA)
  • How to Set Up an Instrument Rental Programme - Chip Averwater, Chairman of Amro Music Stores (USA) and NAMM Chairman
  • How to Build a Branded Distribution Channel - Blue Lan, KHS Musical Instrument Co. (China)
  • How to Profit from Selling Digital Instruments - Zhao Yitian, New Central Music Co. (China)
  • How to Sell Guitars, Amplifiers & Accessories - Alan Liu, AXL Musical Instruments (USA)
  • How to Build a System to Manage a Retail Store - Blue Lan, KHS Musical Instrument Co. (China)
  • How to Profit from an In Store Repair Department and Excellent After Sales Service - Steve West, West Music Company and Miyazawa Flutes
  • How to Sell a Piano - Zeng Zemin, Hsinghai Piano (China).

"We're very pleased with the level of support NAMM University is receiving from the industry, both from experts in China and outside," said Betty Heywood, who leads many of NAMM's international trade show efforts. "The high-level participants in the panel discussions reflect the importance of the big issues that will be discussed, and we're looking forward to a lively exchange. The topics of the 'How To' sessions, which are providing professional development for retailers, are tailor-made for the Chinese market, but are modeled on NAMM University at the NAMM shows held in the USA. The fact that retailers are willing to share best practices with their fellow retailers is encouraging—it's an important development for the process of maturation of a marketplace."

All sessions are free of charge. The Big Issue Panels will be held in both English and Mandarin. The "How To" sessions will be held in Mandarin (Averwater and West will speak in English with translation). Attendance should be booked in advance by e-mailing icon email

Music China 2007 will feature more than 1,000 exhibitors from 23 countries and regions, and will cover over 60,000 squar meters in five halls. Advice for visitors on travel and hotels can be found online at icon link

The fair is organized jointly by the China Music Instrument Association (CMIA), INTEX Shanghai, and Messe Frankfurt. For information, e-mail icon email