NAMM, a trade group representing the international music product makers and resellers, has teamed up with RedOctane in its "Wanna Play?" campaign that encourages people to make music by use of Guitar Hero III. The partnership hopes to build a strong connection between playing virtual and real-world guitars.

"This initiative is a natural way to share the power and energy of recreational music making with an audience that is showing a desire to play a musical instrument," said Joe Lamond, president and CEO, NAMM. "A recent NAMM Gallup poll showed that 82 percent of Americans who don't play a musical instrument wish that they did. Our partnership with Guitar Hero will demonstrate a fun progression from playing an interactive game with roots in music to learning how to play an instrument for real."

"We're very excited to link Guitar Hero III: Legends of Rock with the 'Wanna Play?' campaign, as NAMM reaches active and aspiring musicians of all ages and walks of life," said Dusty Welch, head of publishing at Activision/RedOctane. "We believe this title offers a truly unique, fun experience to gamers, seasoned musicians and novices alike and we look forward to collaborating with NAMM on these efforts."

The announcement was part of the annual NAMM Show in Anaheim, California. The "Wanna Play?" program will also extend to RedOctane.com, GuitarHero.com and wannaplaymusic.com. And NAMM member music retailers will also feature in-store Guitar Hero III kiosks, which will offer competitions where players can win real music instruments and music lessons.