Just ahead of the NAMM Show 2024, a new DJ brand has been announced. “AlphaTheta” is the latest name to be added to the existing stable of brands from AlphaTheta Corporation, the company that owns Pioneer DJ, Rekordbox, Toraiz, Pioneer Pro Audio and Kuvo.

You may remember that back in 2020 Pioneer DJ officially changed its corporation name to AlphaTheta, but with the launch of this new brand, the company is announcing its intention to release DJ products under that name too – so watch the NAMM announcements right here later this week to see if anything new arrives then…

Why AlphaTheta? The company says: “The name AlphaTheta directly refers to the brain wave frequencies achieved in optimal performance. Music often guides us into these extremely powerful states of mind. Our aim is to use our innovative technologies in sound and music creation to enable and enhance these peak moments.”

So now you know!

The end of Pioneer DJ?

So does this mean the end of Pioneer DJ, as some have speculated? Not according to AlphaTheta, who say: “Both brands will continue to co-exist. We will continue to manufacture Pioneer DJ products and AlphaTheta products offering customers new value and more choice.”

However, this brand is clearly intended to be the flagship brand going forward, not least because it shares its name with the corporation that owns it, just as Pioneer DJ once did with the Pioneer Corporation.

That’s all we’ve got for now, but look out for news of any new products as we cover what happens at the NAMM show later this week…