Drummers Dirk Brand and Timo Ickenroth caught up with Neil Golding in this latest podcast from Schlagabtausch talking about both the forthcoming Europe Drum Show taking place in Friedrichshafen, Germany on the 11th & 12th April 2026 and The UK Drum Show, which takes place at the later time of 24th & 25th October at the ACC Liverpool.
The central takeaway from the interview appears to be less about the events themselves and more about what they represent. The forthcoming drumming exhibitions are positioned as part of a broader shift toward increased physical engagement — not just as showcases, but as active community touchpoints.
Traditionally, trade events such as the NAMM Show have operated primarily within a B2B framework, facilitating relationships between manufacturers, distributors and retailers. However, there is a noticeable movement toward greater B2C relevance. Brands are no longer content with simply presenting products to the trade; they are seeking direct interaction with players, educators and enthusiasts.
This is where the emphasis on physical engagement becomes significant. In a sector like drumming — inherently tactile, performance-driven and communal — the value of hands-on experience cannot be overstated. These exhibitions function not merely as commercial platforms, but as environments that reinforce culture, build loyalty and stimulate grassroots participation.
The broader question raised by the interview, therefore, is strategic: what value does the trade now place on physical engagement with end-users? As B2C channels expand and digital communication accelerates brand access, in-person interaction has shifted from being supplementary to becoming a differentiator. Physical engagement is no longer just experiential theatre; it is a mechanism for trust-building, demand generation and long-term brand positioning.
In that context, the narrative of community and increased participation is not incidental — it reflects an industry recalibrating how it defines value in an increasingly direct-to-consumer landscape.
Neil explains how he, a non-drummer, became the mastermind behind two of Europe’s most important drum events and why the drumming community captivated him so much. They discuss the history of the shows, their development since 2017, the restart after COVID, the move to a larger venue, and what a drum show needs to offer today to be more than just a trade fair.
A key point for Neil is the experience concept. He explains why mainstage acts, clinics, experience rooms, and direct encounters with artists and brands make the shows so special and why the live experience cannot be replaced by the internet, YouTube, or social media. We also discuss the realities behind the scenes: annual planning, logistics, artist booking, brand coordination, and why good communication between companies, media, and the scene is more crucial than ever.
The hour+ interview shares insights, and a deeper question of what lies at the core of what Neil feels contributes towards a growing and new in-person and physical landscape for musicians and drummers with consumer experiences. With the annual decline of physical music stores here in the UK and internationally, is it the responsibility now for manufactures and distributors to create spaces, either directly or through brand stores or consumer events to compliment and stimulate growth?
Whilst The Europe Drum Show returns to Friedrichshafen for its second year in Germany this April, The UK Drum Show that celebrates its 10 year anniversary next year, has seen year-on-year visitor growth.
As of the 17.02.2026 pre-sale tickets for The UK Drum Show 2026, taking place on the 24th & 25th October at the ACC Liverpool is up 56.8% compared to the same time last year. Growing consumer visitor numbers also have been observed at the Midlands based Guitar Show organised by Jason Hunt, and growing consumer numbers were experienced at NAMM 2026 in January. The opportunity of consumer engagement is now prevalent.