
When it comes to January tech events, CES usually takes center stage. But this year, the NAMM (National Association of Music Merchants) Show gave it some serious competition. And, if you’re in marketing, the tech on display at NAMM might have been even more relevant. Let’s be honest: we spend way more time hunting for the perfect music to pair with content than we do pondering the next robot assistant.
So, what were the standout innovations at NAMM this year? Here are four that caught our attention.
The Most Exciting New Tech from the 2025 NAMM Show
Soapbox
Soapbox introduced a refreshingly simple yet game-changing way to experience music in XR. Their app taps into the AR capabilities of the Meta Quest, allowing users to bring holographic performances into any room. Think about it: instead of the usual VR concert experience (which is often just a 360° camera view from the front row), you can now walk around the performance. Want to study how a guitarist is playing a tricky chord progression? Go ahead. The potential for content marketing and influencer activations here is huge. Imagine artists and creators letting fans get up close and personal with their performances in entirely new ways.
Entropy & Sons
The team at Entropy & Sons showcased their Recursion Studio—a standalone video art platform that’s part synthesizer, part visual art wizard. It’s designed for live performances, making it easier than ever to create stunning, reactive visuals. On the surface, it can automatically respond to any audio you feed into it. But the magic is in the details. Recursion Studio offers five built-in “instruments” to generate endlessly customizable visuals. If you’re planning to elevate engagement at events or trade show booths, this could be your secret weapon.
Eternal Research
Eternal Research debuted a mesmerizing device called the Demon Box. It’s designed to turn any electromagnetic frequency into sound. You just hold an object over the box, and suddenly, you’re hearing an otherworldly soundscape. The team demoed it with everything from mobile phones to hair dryers to retro portable TVs. For content creators looking to stand out in today’s “sound-on” world, this could unlock entirely new sonic possibilities. Custom, attention-grabbing soundscapes? Yes, please.
RT 60
RT 60 introduced Songzap, an AI-powered app for songwriters that helps turn a simple riff into a fully arranged track. It’s as easy as giving it a few notes, choosing the song structure (verse, chorus, bridge, etc.), and letting the AI do the rest. No more settling for stock music that never quite hits the mark. With Songzap, even someone on your team with a basic understanding of music can help craft a track that perfectly fits your content.
Final Thoughts on The Most Exciting New Tech from the 2025 NAMM Show
We’re seeing a clear shift in music tech—much like what’s already happened with video production. Expensive cameras and big production crews have given way to solo creators armed with mobile devices. Now, music creation is undergoing a similar transformation.
With festival culture thriving, "no-phone" events offering escapes from social media, and amateur musicians gaining influence, the next wave of creators could redefine what it means to connect through sound. For brands, this is a moment to take notice—and get involved. The tools are here, the talent is rising, and the future of music-driven content is being written right now.
Daniel Quentin Zuber
Co-Founder of 2113 Labs and influencer in trance music and EDM culture on Instagram @therealquentinZ.
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