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DJ Industry Shake-Up: Pioneer DJ's Serato Acquisition Sparks Controversy

In a recent development that has sent shockwaves through the DJ community, AlphaTheta Corporation, the brains behind the Pioneer DJ brand, revealed plans to acquire Serato Audio Research Ltd., a New Zealand-based company renowned for its DJ software. This announcement, however, has not been without its fair share of controversy.

The Plot Thickens

Rhode Island-based inMusic, a heavyweight in the music gear industry, is not sitting idly by. They've launched a campaign in New Zealand opposing the acquisition. What's at stake here? Well, inMusic owns several well-known DJ hardware brands such as Denon DJ, Numark, Rane, and Stanton, all of which directly compete with Pioneer DJ.

Jack O’Donnell, the founder and CEO of inMusic, minced no words when he said, "InMusic makes music gear. For over two decades, we’ve partnered with Serato and used their software in our DJ controllers. But if Pioneer DJ buys Serato, that can't continue. That’s because then we’d have to share our innovations, ideas, and future plans with our direct competitor. This is what market dominance looks like."

Market Share Battle

The numbers tell a significant part of the story. Pioneer DJ, along with its flagship software rekordbox, currently commands a whopping 72% share of the global DJ equipment market. Meanwhile, inMusic, relying on Serato's software, holds only a 18% share.

Dollar Signs and Regulatory Hurdles

The financial aspect of this deal is substantial, too. It's widely believed to be valued at least at NZD $100 million (about USD $59 million at current exchange rates). AlphaTheta, in their press release, made it clear that the acquisition is contingent on approval from New Zealand’s Overseas Investment Office.

So, What's Next?

The DJ industry, much like the music it creates, is always evolving. The Pioneer DJ-Serato acquisition has thrown a curveball into the mix, leaving many in the community eager to see how it all plays out. Will inMusic's campaign bear fruit, or will Pioneer DJ continue to dominate the market? Only time will tell.



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