NAMM Joins 2004 Rose Parade "Music, Music, Music" with Sesame Street-Themed Float

International TV Broadcast Will Spread Association’s Message to Millions

October 22, 2003

NAMM, the International Music Products Association, today announced that it will co-sponsor a float in the 2004 Tournament of Roses Parade™ with long-time partner Sesame Workshop and the American Music Conference (AMC). The theme for this year’s event is Music, Music, Music and “conducting” the 115th Rose Parade will be Grand Marshal John Williams, composer of award-winning music from more than 90 films including Star Wars, E.T., Superman and Harry Potter.

The float, designed in collaboration with Sesame Workshop, the nonprofit educational organization behind Sesame Street, will feature beloved Sesame characters making music and will communicate NAMM’s message, “Believe in Music,” to the expected 1 million revelers in attendance and a massive television audience around the world. NAMM will direct viewers to get involved in making music by joining AMC or by logging onto to ensure music remains a vital part of communities across the country.

“NAMM is constantly working to reach new audiences with our music-making message in order to serve our 8,000 Member companies,” said Joe Lamond, president, NAMM. “The Rose Parade is the seventh largest television broadcast of the year and reaches hundreds of millions of people around the world giving our industry an unprecedented opportunity to communicate the positive benefits of making music and how playing can improve people’s lives.”

“At Sesame Workshop, we believe in music’s special ability to inspire, delight, and educate children,” said Sesame Workshop’s President and CEO Gary Knell. “For over 35 years, music has contributed to Sesame Street’s unique power to engage children in new ideas and learning, and connect them in a fundamental way with cultures around the world."

The 115th Rose Parade, themed Music Music Music, will take place on Thursday, January 1, 2004, at 8 a.m. (PST) featuring spirited marching bands from throughout the nation, majestic floral floats and high-stepping equestrian units.

"Music is a language that transcends all borders and conveys so much to so many people," said Tournament of Roses President Michael K. Riffey, when announcing the theme. "Music study teaches discipline, and school band programs often allow children to travel and experience things that they may otherwise not have been exposed to. When people experience other cultures, music is a common bond that brings them together. You can be in another country and not know the language, but hear the indigenous music and clap or tap your feet to the rhythms."

Additionally, NAMM will participate in various Rose Parade events including Band Fest and Fan Fest ,as well as guiding the overall public relations efforts for the event, allowing the association to promote the benefits of making music to a global audience.

About AMC
Founded in 1947, AMC is a national nonprofit educational association dedicated to promoting the importance of music, music making and music education to the general public. For more information on the American Music Conference, go to

About Sesame Workshop
Sesame Workshop is a nonprofit educational organization making a meaningful difference in children’s lives around the world. Founded in 1968, the Workshop changed television forever with the legendary Sesame Street. The Workshop continues to innovate on behalf of children in 120 countries with award-winning programs and ground-breaking multimedia productions in South Africa, Egypt and Russia. Sesame Workshop and NAMM have collaborated extensively on "Music Works," a public service initiative that encourages children to explore, create and grow with music. Find the Workshop online at