klausmogensen
Quote :
(Tuesday, July 11 2023) – AlphaTheta Corporation, market leaders in DJ hardware and software through the Pioneer DJ brand, and Serato Audio Research Limited, market leaders in DJ and audio software, are delighted to announce, subject to approval by the New Zealand Overseas Investment Office and other customary conditions, that the two companies have agreed on the acquisition of all Serato shares by AlphaTheta.
Since 2011, AlphaTheta has developed market-leading DJ hardware compatible with Serato’s DJ software. AlphaTheta continues to explore new ways to develop and evolve the DJ and audio industry, and the acquisition of Serato expands the long-established partnership between the two brands, opening up new possibilities. Both companies are committed to the fusion of music and technology, providing the best experience for DJs, artists and audiences around the world.
Yoshinori Kataoka, President and CEO of AlphaTheta, expresses his joy about the partnership, saying:
I am delighted to announce the acquisition of Serato. Through extensive discussions within our company and with Serato’s management team, we have been exploring new ways to contribute to the industry. Bringing Serato into the AlphaTheta Group will lead to new synergies and significant technological innovations, adding continued value to the community.”
Young Ly, CEO of Serato, comments:
Serato has enjoyed a 25 year history of success that is driven by a single-minded focus on serving DJs, producers and artists. We are incredibly proud of both the strength of our business as well as the community that surrounds our brand. Today, we are excited to deepen our long-standing partnership with AlphaTheta, accelerating how we create value for our users and the industry.”
While the partnership will capitalize on the combined expertise of both companies, AlphaTheta and Serato will continue to operate as standalone brands. This includes the continuation of their longstanding partnerships with key players in the DJ hardware and software industry.
Since 2011, AlphaTheta has developed market-leading DJ hardware compatible with Serato’s DJ software. AlphaTheta continues to explore new ways to develop and evolve the DJ and audio industry, and the acquisition of Serato expands the long-established partnership between the two brands, opening up new possibilities. Both companies are committed to the fusion of music and technology, providing the best experience for DJs, artists and audiences around the world.
Yoshinori Kataoka, President and CEO of AlphaTheta, expresses his joy about the partnership, saying:
I am delighted to announce the acquisition of Serato. Through extensive discussions within our company and with Serato’s management team, we have been exploring new ways to contribute to the industry. Bringing Serato into the AlphaTheta Group will lead to new synergies and significant technological innovations, adding continued value to the community.”
Young Ly, CEO of Serato, comments:
Serato has enjoyed a 25 year history of success that is driven by a single-minded focus on serving DJs, producers and artists. We are incredibly proud of both the strength of our business as well as the community that surrounds our brand. Today, we are excited to deepen our long-standing partnership with AlphaTheta, accelerating how we create value for our users and the industry.”
While the partnership will capitalize on the combined expertise of both companies, AlphaTheta and Serato will continue to operate as standalone brands. This includes the continuation of their longstanding partnerships with key players in the DJ hardware and software industry.
https://the-drop.serato.com/announcements/alphatheta-corporation-acquires-serato-audio-research-limited
... I don't believe for a second that they will keep both software alive down the line
That can work with hardware brands, which can basically just be the sticker on the box
But it's too expensive with software code bases
Posted Tue 11 Jul 23 @ 7:31 am
kradcliffe
Not sure what the end game is here. Both Rekordbox and Serato are quite similar so it's not as though there's an advantage in one over the other.
Serato has stems though and with Denon saying they're going to put stems in their hardware (of dubious quality) maybe this allows Pioneer to do the same thing at some point.
Surely they can't have bought Serato just to close it down?
Serato has stems though and with Denon saying they're going to put stems in their hardware (of dubious quality) maybe this allows Pioneer to do the same thing at some point.
Surely they can't have bought Serato just to close it down?
Posted Tue 11 Jul 23 @ 8:40 am
klausmogensen
kradcliffe wrote :
Surely they can't have bought Serato just to close it down?
No, that won't happen.
But down the line they will merge the software. And then maybe use either the Serato or Rekordbox DJ brand name on either the entry level software, or maybe the producer software or something like that
I would worry the most about the long term impact if I was a Serato user using none-Pioneer hardware
Posted Tue 11 Jul 23 @ 8:57 am
IIDEEJAYII
klausmogensen wrote :
I would worry the most about the long term impact if I was a Serato user using none-Pioneer hardware
Maybe the other Non-Pioneer hardware manufactures will want to work with, build hardware for... an even better DJ Software... Hint hint... Virtual DJ.
Posted Tue 11 Jul 23 @ 9:13 am
kradcliffe
In-Music should have bought Serato instead of working on Engine OS in house. It's still pretty terrible and this just makes Pioneer stronger overall.
“While the partnership will capitalize on the combined expertise of both companies, AlphaTheta and Serato will continue to operate as standalone brands. This includes the continuation of their longstanding partnerships with key players in the DJ hardware and software industry.”
“While the partnership will capitalize on the combined expertise of both companies, AlphaTheta and Serato will continue to operate as standalone brands. This includes the continuation of their longstanding partnerships with key players in the DJ hardware and software industry.”
Posted Tue 11 Jul 23 @ 9:18 am
PhantomDeejay
kradcliffe wrote :
“While the partnership will capitalize on the combined expertise of both companies, AlphaTheta and Serato will continue to operate as standalone brands. This includes the continuation of their longstanding partnerships with key players in the DJ hardware and software industry.”
“While the partnership will capitalize on the combined expertise of both companies, AlphaTheta and Serato will continue to operate as standalone brands. This includes the continuation of their longstanding partnerships with key players in the DJ hardware and software industry.”
Just corporate talking there..
It will be this way for now, but in the long term they WILL merge to one brand/entity eventually.
Posted Tue 11 Jul 23 @ 9:56 am
kradcliffe
Some people on forums suggesting In-Music should by Atomix.
If that happened I'd definitely hang up the headphones for good.
If that happened I'd definitely hang up the headphones for good.
Posted Tue 11 Jul 23 @ 10:47 am
Djratedxxx919
Buying Rane and not Serato was a big mistake.
Posted Tue 11 Jul 23 @ 11:49 am
djdad
Rumors say Alpha Theta will buy Reloop, InMusic will buy Hercules, Alpha Theta will buy InMusic, VirtualDJ will buy Alpha Theta and VirtualDJ will buy all Clubs and probably DJs too !
Posted Tue 11 Jul 23 @ 12:08 pm
wildcountryclub
some dj's all in a tizzy on twitter so i posted this:
The Cliff Notes: A company bought another company and will now either ruin or make slightly more annoying the other company after which the one company's fan-boys who all drank the kool-aid will panic when their software becomes even more unstable.
The Cliff Notes: A company bought another company and will now either ruin or make slightly more annoying the other company after which the one company's fan-boys who all drank the kool-aid will panic when their software becomes even more unstable.
Posted Tue 11 Jul 23 @ 2:10 pm
the SOUND INSURGENT
Seems like a prime time for VDJ to partner up with INMUSIC..........
Posted Tue 11 Jul 23 @ 3:22 pm
locoDog
the SOUND INSURGENT wrote :
...time for VDJ to partner up with INMUSIC...
no thanks, I rather the software beholden to no hardware maker.
Posted Tue 11 Jul 23 @ 4:10 pm
kradcliffe
Not a fan of In-Music seeing what they've done to Denon and dropping support for the MCX8000.
Posted Tue 11 Jul 23 @ 4:19 pm
music234
If you bound two chicken you won't get an eagle....
Posted Tue 11 Jul 23 @ 9:28 pm
the SOUND INSURGENT
HAHAA! Come on Denon isn't that bad. I've loved my Denon gear since the HS5500's
Why not use VDJ in place of Engine??
Why not use VDJ in place of Engine??
Posted Tue 11 Jul 23 @ 9:51 pm
kradcliffe wrote :
Not a fan of In-Music seeing what they've done to Denon and dropping support for the MCX8000.
the 8000 was a beast of a controller.
but, to be fair, this deck was released way back in 2016. as good as it was/is, it couldn't be supported forever!
i loved my 8000 but once i realised that support was gone i upgraded to the prime 2.
Posted Tue 11 Jul 23 @ 11:24 pm
djjohnnyrox
Going forward I could see pioneer building hardware that is locked to their software. I'm not a fan of their controllers but they are are the preferred controller for most dj's I also think serato will remain as software that runs on a computer and rekordbox will become more like engine dj and be their stand alone product
Posted Wed 12 Jul 23 @ 1:25 am
Dj Chachi
To many mind!
I'm relax running VDJ, no Traktor, Serato or Rekordbox worries.
I'm relax running VDJ, no Traktor, Serato or Rekordbox worries.
Posted Wed 12 Jul 23 @ 10:38 am
kradcliffe
the SOUND INSURGENT wrote :
HAHAA! Come on Denon isn't that bad. I've loved my Denon gear since the HS5500's
Why not use VDJ in place of Engine??
Why not use VDJ in place of Engine??
I do use VDJ, it's just more the principle of In-Music taking over then deliberately dropping products from the previous company. Wouldn't be so bad if the last version of Engine they released for the MCX8000 actually worked properly.
Posted Wed 12 Jul 23 @ 10:55 am
DJ Dash El Mas Guapo
The world's smallest violin is playing for serato fanboys
Posted Thu 13 Jul 23 @ 4:22 am
