A candid conversation on innovation, store evolution, and how Guitar Center is redefining the musician experience
WESTLAKE VILLAGE, CALIF. – Guitar Center, the world’s largest musical instrument retailer, will present a featured NAMM session examining the future of music retail with Jerry Brandehoff, EVP and Chief Merchandising Officer, in conversation with Music Inc. editor Katie Kailus. The session will take place Wednesday, January 21, 2026, from 1:00–1:30 PM PST at the Anaheim Hilton Hotel, California Ballroom A.
The discussion, titled “Guitar Center on the Evolution of Music Retail,” will explore how Guitar Center is driving transformation across the customer experience—from digital innovation and accelerated product launches to store evolution and deeper community engagement. Brandehoff will share how merchandising strategy, technology, and culture are coming together to empower musicians at every level and inspire the next generation of creators. Drawing from real-time transformation inside one of the industry’s most visible brands, the conversation will offer a behind-the-scenes look at what’s changing, what’s working, and what’s next for music retail.
Topics Include:
- How the traditional retail model is evolving and what the store of the future looks like
- How technology is transforming the retail experience, including helping musicians find the right gear
- Looking ahead five years, what innovations or cultural shifts will define music retail
- What Brandehoff is most excited about for NAMM 2026
- And more
“As music retail evolves, our responsibility is to anticipate how musicians discover, connect with, and experience gear—both online and in our stores,” said Jerry Brandehoff. “Our focus is on innovation, access, and relevance, ensuring we deliver the right products, experiences, and inspiration to support creativity across every channel.”
Moderated by Music Inc. editor Katie Kailus, the session will provide a candid look at leadership, relevance, and the forces shaping the next era of music retail. “Guitar Center has a unique vantage point on where the market is heading,” said Katie Kailus. “This conversation with Jerry will offer valuable insight into how merchandising, innovation, and culture intersect to shape the future of the music retail ecosystem.”
The session is part of NAMM 2026’s official educational programming and is open to registered NAMM attendees.
For more information about this NAMM Session click HERE.
