Sweetwater

Sweetwater started in a Volkswagen bus as a mobile recording operation and became the dominant online retailer in the category by pairing every customer with a named sales engineer, a model most e-commerce companies abandoned as unscalable.

Why a retailer exhibits

At NAMM the buying runs both ways. Sweetwater is there to negotiate with the brands whose products it stocks, which is why the retailer presence is as consequential as the manufacturer presence.