NAMM 2025: Jeff “Skunk” Baxter to Host TEC Awards, Celebrate Jack White’s Innovation

NAMM 2025: Jeff “Skunk” Baxter to Host TEC Awards, Celebrate Jack White’s Innovation.

 

 

 

The National Association of Music Merchants (NAMM) Show 2025, set to kick off on January 21 at the Anaheim Convention Center, is shaping up to be an exciting event for musicians, gear enthusiasts, and industry professionals alike. Among the highlights of this year’s festivities is the 40th Annual Technical Excellence & Creativity (TEC) Awards, which will be hosted by none other than the legendary guitarist Jeff “Skunk” Baxter.

 

Baxter, famed for his work with Steely Dan and the Doobie Brothers, will present the TEC Award for Innovation to the inimitable Jack White. The award honors White for his groundbreaking contributions to music, particularly through his ventures in guitar effects, gear, and his celebrated Third Man Hardware brand. This year’s TEC Awards are slated for January 23, and White’s recognition comes as no surprise, given the enormous success and impact of his creative projects in the past year.

 

White’s decision to have Baxter present the award to him speaks to the mutual admiration between the two musicians. Baxter, who won the TEC Award himself in 2016, expressed his gratitude: “That was very kind of him, and I appreciate it. We’ve never met, but I’m most impressed with Jack. He’s fearless and certainly innovative.” Indeed, White’s fearless approach to music and gear has marked him as one of the most exciting and forward-thinking musicians of his generation.

 

Jack White’s Third Man Hardware: A Year of Innovation

 

Jack White’s gear brand, Third Man Hardware, has enjoyed a banner year in 2024, releasing a series of collaborative and highly innovative products. White, known for his boundless creativity, has teamed up with a range of manufacturers to create gear that appeals to both seasoned musicians and beginners alike.

 

One of the standout releases of the year was the  Donner Triple Threat pedal. Developed in collaboration with the Chinese pedal brand, Donner, the Triple Threat is a multi-effects unit that combines distortion, echo, and phaser in an all-analog design.

Retailing at just $99, the pedal broke new ground by offering high-quality sound at an entry-level price, aimed at aspiring musicians. White’s motivation behind the collaboration was to create something affordable for beginners, stating, “It has been my hope for a while to make an affordable pedal for beginning musicians.” Donner, known for its affordable entry-level guitars, was the perfect partner for this project, which exceeded expectations with its sophisticated design and powerful sound.

Following this success, Third Man Hardware expanded its footprint further with collaborations with Anasounds Fender and  Eventide . In August, the

 

La Grotte reverb pedal was released, featuring a trio of springs for long decay and an onboard preamp inspired by Tampco’s Tone Oven. In September, the Fender Jack White Collection hit the market, a signature line featuring a custom Acoustasonic guitar, the unique Triplecaster Telecaster, and the Pano Verb tube amp. October saw the collaboration with Eventide, resulting in the  Knife Drop , a fuzz and octave pedal with a built-in analog synthesizer.

These products are part of White’s ongoing efforts to redefine what’s possible with musical equipment, offering accessible yet professional-grade tools for musicians at all levels.

Jeff Baxter: A Multifaceted Presence at NAMM

Baxter’s involvement at NAMM 2025 will not be limited to the TEC Awards ceremony. He is also slated to perform with his band on January 24, taking the stage at 5 p.m. on the Roland stage. Accompanied by Mark Damian on drums, Hank Horton on bass, and Freddie Ravel on keyboards, Baxter’s performance is sure to be a highlight of the event. Baxter’s skills as a guitarist and performer have earned him a reputation as one of the most respected figures in the industry, and his appearance at NAMM will be a must-see.

 

In addition to his performance, Baxter will participate in a seminar on January 25 alongside his longtime collaborator Larry Batiste, where they will discuss the business of songwriting and music marketing. Baxter describes Batiste as “an extremely talented cat and a good friend,” and the pair will undoubtedly bring a wealth of experience and insight to the discussion. Batiste, who has served as the musical director for the TEC Awards for many years, and Baxter share a deep appreciation for NAMM, with Baxter expressing his enthusiasm for being so active at the event this year.

 

A fascinating side-note to Baxter’s involvement at NAMM 2025 is his connection to Cimcie Nichols, a sound therapist and host of the Good Vibrations: The Science of Sound and Music for Healing seminar on January 23. Nichols, who is the daughter of Roger Nichols, Steely Dan’s legendary engineer, brings another Steely Dan connection to the event.