NMAAM unveils strategic plan for national cultural impact and institutional growth
NASHVILLE, TN, November 25, 2025 – The National Museum of African American Music (NMAAM) today unveiled its comprehensive strategic plan built around three foundational pillars: Educate & Entertain, Sustainability and National Impact. The ambitious framework positions NMAAM to expand from 125,000 to 250,000 annual visitors while establishing the museum as the definitive voice on African American music heritage nationwide.
The strategic plan leverages NMAAM’s unique position as the Home of Black Music Month and the only museum dedicated to the complete story of African American music’s influence on global culture. Through innovative programming, strategic partnerships and enhanced educational offerings, NMAAM will deepen its cultural impact while building sustainable revenue streams.
“Our three-pillar approach focuses on where musical genius is discovered and developed, where cultural investment creates lasting impact and where American culture gains its authoritative voice,” said Executive Director William Jeffries III. “This strategic framework transforms NMAAM from a preservation-focused museum into an amplification engine for African American musical brilliance.”
Strategic Pillars Drive Growth
Educate & Entertain expands NMAAM’s role as the only museum of the American soundtrack through research-backed educational programming, premium cultural experiences and partnerships with national recording artists. Recent initiatives include record-breaking attendance through strategic collaborations with anchor institutions and the launch of Amplify Lounge as Nashville’s newest intimate performance venue.
Sustainability diversifies revenue through corporate education partnerships, premium donor experiences and innovative programming models. The museum has strengthened its financial foundation through strategic partnerships with Nissan, HCA Healthcare and Nashville Predators while developing new earned revenue streams.
National Impact positions NMAAM as America’s cultural authority on African American music through touring exhibitions, industry partnerships and thought leadership. The Jubilation! traveling exhibition begins its national tour with Cincinnati’s Underground Railroad Freedom Center, representing NMAAM’s expanding reach across the country.
The strategic plan will be implemented by NMAAM’s executive leadership team: Executive Director William Jeffries III, who has secured $5 million in transformational Lilly Endowment funding and brings more than 20 years of cultural institution experience; Deputy Director, Operations & Culture Tomicka Delgado, who ensures operational excellence and visitor experience optimization through guest services, facility management and organizational culture; and Deputy Director, Strategy & Advancement Dexter D. Evans, who leads cultural programming, strategic partnerships and institutional growth.
“This leadership team brings proven expertise in cultural programming, strategic advancement and operational excellence,” said Board Chair Stacey Koju, partner at Spencer Fane. “Their combined experience positions NMAAM to execute this ambitious strategic plan while maintaining the authentic storytelling that makes us essential to understanding America’s musical foundation.”
National Recognition and Growth
NMAAM’s strategic positioning has generated significant momentum. The museum now welcomes visitors from all 50 states and more than 40 countries, with enhanced programming generating record attendance. The three-pillar framework supports expansion to 250,000 annual visitors through authentic community programming and national partnerships.
The strategic plan builds on NMAAM’s designation as the Home of Black Music Month and successful initiatives including strategic partnerships with national recording artists and music industry leaders, establishing NMAAM as the preservation arm of the music industry, and the Jubilation! exhibition celebrating the Fisk Jubilee Singers’ cultural impact.
Looking ahead, NMAAM continues its commitment to educational programming, community engagement and cultural preservation through this strategic framework designed to amplify African American musical contributions to American culture.
About the National Museum of African American Music
The National Museum of African American Music (NMAAM) is the only museum dedicated to preserving and celebrating music genres created, influenced and inspired by African Americans. Located at 510 Broadway in downtown Nashville, NMAAM features seven exhibition galleries, three theaters and interactive educational experiences. As a cornerstone of Nashville’s cultural landscape, NMAAM serves visitors from around the world while preserving the authentic stories and sounds that shaped American music. Learn more at nmaam.org.
Media Contact:
Dexter D. Evans, Deputy Director, Strategy & Advancement
National Museum of African American Music
Phone: (629) 215-4130
Email: devans@nmaam.org
Partnership and Development Inquiries:
Dexter D. Evans, Deputy Director, Strategy & Advancement
devans@nmaam.org | (629) 215-4130
