I keep imagining a scenario where the Noritsu Koki bean counters are pre-sale auditing AlphaTheta’s books. Things can change of course, but the prevailing message is business as usual. And Noritsu Koki wants for that continue, so there’s little sense in rocking the boat in a company dominating an industry that you have no experience in. Pioneer DJ is already the industry leader and sell consistently across the board. But when did critical thought and social media comments go hand in hand? My message to those who have been spreading doom and gloom - unless you can back it up with actual knowledge, similar scenarios, or internal secret memos showing that Noritsu Koki is nothing but an asset stripper secretly working on behalf of inMusic - please shut up. I’ve read an endless stream of armchair experts simply posting “RIP Pioneer” to this news, but it seems that couldn’t be further from the truth. So it’s about building and expanding Pioneer DJ’s position and then some. But I like it when I read “enhancing uniqueness” - it’s a tad business speak for my liking but the message is clear. I expect they’ll play a part in knocking out parts for future DJ hardware. But read you must, because these are the key reasons why Noritsu Koki acquired AlphaTheta:įYI Teibow is another Noritsu group manufacturing company - quite the name in pen nibs apparently. You knew all this anyway, but it’s nice to see in picture form. This handy infographic shows what AlphaTheta actually does: It feels more about having an established manufacturing business that leads a field through innovation, and AlphaTheta fits that criteria nicely. I’m guessing it’s not because they have a long-held desire to be DJs. If I’m reading correctly, in the same way that the Pioneer corporation is nothing to do with Pioneer DJ, Noritsu Koki has nothing to do with the photo printing market anymore. So in 2010, upon having “an existential crisis” ( second time I’ve written that in a week) they decided to step outside of their core activity and diversify, with a focus on manufacturing and healthcare, but to generally build a wider portfolio of interests. This was fine until, like so many industries around the world, the digital age got a grip, and actual printed photos became sooo passé. I’m so happy that the days of blurred paper prints of sun stroke aren’t a thing anymore. They started life in 1951 as a manufacturer of photo processing equipment - the kind of machines you’d see working in the background when you took rolls of film from your two week holiday from hell on the Costa Brava into Boots or Max Spielmann’s. It’s a name that has never blipped on my radar, and has had no connection to DJing or pro audio before. It’s AlphaTheta that’s been bought from venture capitalists KKR and the Pioneer Corporation. And with the help of some documents that have been provided by AlphaTheta, we can demonstrate the thinking behind Japanese company Noritsu Koki‘s acquisition, as well as a glimpse at future plans.īefore we start, and to clear this up again - AlphaThetha is the parent company of Pioneer DJ. Now that the news is out and the dust has settled, it’s time to take a look at what this means to Pioneer DJ and to we gear-hungry DJs, if only because that’s the question that keeps getting asked of us repeatedly.
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