A short time ago, Pioneer DJ’s parent company renamed itself to the AlphaTheta corporation, and move that made us crack frat house jokes but otherwise meant nothing whatsoever. But this new move is rather more important, if only to draw a line under the lengthy period of being up for sale and the uncertainty that brings. For AlphaTheta has been snapped up by Japanese manufacturer Noritsu Koki.

A short but sweet announcement from Pioneer DJ:

AlphaTheta Corporation parent company change in April 2020

On March 2nd, 2020 Noritsu Koki Co., Ltd. has signed a Share Purchase Agreement with KKR PDJ Investment L.P. and Pioneer Corporation to transfer all AlphaTheta Corporation share each company holds to Noritsu Koki Co., Ltd..

With this agreement Noritsu Koki Co., Ltd. will be the parent company for AlphaTheta Corporation early April 2020.

Our business, operations, brands, including brand names will not be affected.

We will continue contributing to the music industry with our innovative products and superior service through Pioneer DJ, rekordbox, KUVO, TORAIZ, Pioneer Professional Audio brands.

We take great pride in our commitment to the music industry, based on our passionate vision to innovate, inspire, and entertain.

Summing up, all the shares in AlphaTheta owned by KKR and Pioneer Corporation have been bought by Noritsu Koki. Put another way, the Pioneer DJ brand is now rid of the venture capitalists always looking to turn a profit, and ailing former masters who were desperate, and is in the hands of a fellow Japanese manufacturing business.

For me this means stability. It’s normal in the circumstances of business takeovers for changes to be made. But given that Pioneer DJ is the market leader and in a solid financial situation, it makes no sense whatsoever to start carving up a successful business and brands in a sector that the new owners have no experience in. 

But as a manufacturing business, Noritsu Koki already thinks like AlphaTheta does. The fact that their brand statement is “passion for innovation” tells you all you need to know.

My hope is that the Pioneer DJ brand will now take its foot off the brake and start responding to the what the market is throwing at them. Rane has release two scratch mixers in response to the S9, and Denon DJ is repeatedly attacking Pioneer DJ’s core markets. 

So enough messing about Pioneer DJ. Foot to the floor — delight us again. 


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