Time has taught Denon DJ that just having great gear isn’t enough to win people’s hearts enough to get them to throw plastic at the screen. And they’ve had some tasty tech in recent years. But the ultimate crown of booth acceptance has eluded them for as long as I’ve been worxing. So how do you get the masses to accept your new shiny into their lives? One way is to get the VIP DJs who populate booths and festivals on a regular basis to give their seal of approval. If it’s good enough for your favourite DJ then it’s good enough for you right?

First out of the blocks is dance music pioneer Paul Oakenfold, who will be using the full menu of Denon DJ’s Prime range on his upcoming “Generations” tour:

 

DENON DJ TO POWER PAUL OAKENFOLD’S 2017 GENERATIONS TOUR 

World famous DJ/record producer is latest artist to come into the Denon DJ fold and embrace the innovation and standard-shattering performance of their all-new Prime Series gear.

Cumberland RI, USA (February 21, 2017)—Denon DJ (www.denondj.com), a leading manufacturer of premium DJ products and solutions, today announced that they would sponsor world-renowned DJ, Record Producer and industry influencer Paul Oakenfold’s 2017 “Generations Tour.”

Paul Oakenfold has joined forces with Denon DJ and changed his rider for their all-new, groundbreaking Prime Series, consisting of the SC5000 Prime media player, X1800 Prime club mixer and VL12 direct-drive professional DJ turntable.

Recognizing a critical need in the professional DJ space for equipment that delivers unprecedented levels of performance, ease of use, musical file organization and complete system synergy, Denon DJ’s Prime Series represents the future of the professional DJ experience. The Denon DJ Prime Series is comprised of three extraordinary new units:

  • The SC5000 professional media player with 7-inch multi-touch display, 24-bit audiophile sound, powered by Denon DJ’s incredible Engine Prime music management software
  • The X1800 Professional 4-channel club mixer with OLED screen, Sweep and BPM FX and LAN connectivity with multiple SC5000’s
  • The VL12 direct-drive professional DJ turntable, with heavy-duty all-metal construction, superior vibration isolation, RGB custom-controlled lighting and adjustable torque and pitch to fit any DJ style

Any one of these units by itself represents a performance and innovation breakthrough. Used together, they form a complete system that is unsurpassed in professional DJ excellence.

The Denon DJ Prime Series is a perfect match for the legendary performance, talent and accomplishments of Paul Oakenfold. For over three decades he has elevated and shaped the electronic music world and remains at the very pinnacle of the global music scene today. His most recent works have taken him from the DJ booth of the world’s hottest nightspots and festivals to the recording/producing studio, creating soundtracks for Hollywood blockbuster movies and hit tunes for today’s biggest music stars. His artistic diversity and wide-ranging ability have earned him accolades from critics and fans alike, garnering him several Grammy nominations and top rankings from his professional DJ peers.

He is about to embark on the latest of his remarkable, multi-country, several-month performance tours, called “The Generations World Tour.” The Tour begins on February 24th. Oakenfold will bring his unique brand of energy and excitement to many far-reaching locations, including multiple cities in the US and Europe, the Base Camp at Mt. Everest, Singapore and Nepal. The name Generations World Tour is quite appropriate and is befitting of an international performer of Mr. Oakenfold’s stature.

“We’re incredibly excited that Paul Oakenfold will be changing his rider for our Denon DJ Prime series, said Paul Dakeyne, Denon DJ Brand Manager. “This is equipment that reacts instantly to the demands of the creative professional and doesn’t slow them down. The Prime Series is like an extension of the artist. The combination of Paul Oakenfold and Denon DJ Prime will be something memorable to see and hear.”

U.S. retail pricing is as follows: SC5000—$1899, X1800—$1899 and VL12—$899. All three are available now.

For more info, visit www.denondj.com 

And then there’s Laidback Luke, a DJ Mag Top 100 regular and typical of today’s globally popular DJ. He’s come on board as not just as a DJ that will use Denon DJ gear, but also to help steer future product directions too:

DENON DJ ANNOUNCES LEADING DJ AND PRODUCER LAIDBACK LUKE AS BRAND AMBASSADOR & PRODUCT CONSULTANT OF PRIME SERIES

The legendary DJ & producer is latest artist to come into the Denon DJ fold and embrace the innovation and standard-shattering performance of their all-new Prime Series gear.

Cumberland RI, USA (February 15, 2017)—Denon DJ (www.denondj.com), a leading manufacturer of premium DJ products and solutions, today announced that world-renowned DJ, Record Producer and industry influencer Laidback Luke has joined forces with Denon DJ and changed his rider for their all- new, groundbreaking SC5000 Prime media player and X1800 Prime club mixer.

Recognizing a critical need in the professional DJ space for equipment that delivers unprecedented levels of performance, ease of use, musical file organization and complete system synergy, Denon DJ’s Prime Series units represent the future of the professional DJ experience.

  • The SC5000 professional media player with 7-inch multi-touch display, outstanding creative performance capabilities, 24-bit audiophile sound, powered by Denon DJ’s incredible Engine Prime music management software
  • The X1800 Professional 4-channel club mixer with OLED screen, Sweep and BPM FX and LAN connectivity with multiple SC5000s

The Denon DJ Prime Series is a perfect match for the exciting, energetic DJ style of Laidback Luke. His unique performance talents have earned him an incredibly enthusiastic worldwide following and the recognition of his peers, who have repeatedly recognized him as one of the most gifted, live performance and influential A-List DJs in the world.

That kind of talent and spontaneity demands equipment that responds instantaneously to the creativity of the artist. They can’t be slowed down or restricted. When the performer knows there are no equipment-based bounds, then a universe of possibilities opens up. That’s why Laidback Luke chose to partner with Denon DJ Prime. Luke said, “The Denon Prime Series is an organic fit for my DJ sets. Its functionality is extremely intuitive and its performance delivers exactly the quality that I need.”

Paul Dakeyne, Denon DJ Brand Manager said of Luke; “As one of the world’s most creative and expressive live DJ’s, Laidback Luke is constantly setting the standard, raising the bar. He needs equipment that is a natural extension of his thoughts, equipment that instantly transforms his inner feelings and spontaneity into sound. The Denon DJ SC5000 and X1800 Prime units remove all performance obstacles and pushes new boundaries for Laidback Luke to explore.”

U.S. retail pricing is as follows: SC5000—$1899, X1800—$1899. They are available now.

For more info, visit www.denondj.com.

Still not about the tech

It’s important to look at why these two highly respected DJs are jumping ship. Getting this out of the way first — lots for free gear and sponsorship money helps. But they wouldn’t even think about it if they didn’t feel that Denon DJ brought something to their performances outside of large wads of used non-sequential notes. It’s just not in their career interests.

While none of us have compared the finer points of Pioneer DJ and Denon DJ gear, the general vibe from us DJ media types is that Pioneer DJ definitely needs to worry from a technology point of view. And I’m absolutely certain that these DJs wouldn’t even touch this gear if it couldn’t do the same and probably more than what they already use.

So for me, it comes down to trust. These DJs turn up at their assorted mega events and know that the standard Pioneer DJ fodder will just work, or at least have a support system in place for when it doesn’t. And I suspect that there’s a pile of Prime set aside ready to be despatched to wherever it’s needed. Unleash the Denon Drone.

There’s no doubt about the quality of Denon DJ, and now club DJs have gear that more closely matches what they already use. So having a couple of stellar DJs (and there’s likely to be more to follow) putting their trust in Denon DJ will definitely turn the heads of their peers. And that’s exactly what Denon DJ wants and needs.

Funny thought — I wonder if Denon DJ has the DJ Mag top 100 printed out and stuck to a wall, with the aim of converting as many as possible to the Denon DJ way?


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