COMPANY PROFILE PIONEER
Decks education
For Japanese hi-fi giant Pioneer, the DJ market has been a consistent seller both in MI and at pro-DJ level, beyond the home deck boom of the nineties. Gary Cooper spoke to UK sales manager Martin Dockree about finding the right mix…
I
t may be a decade since the bedroom DJ boom was at its peak and causing serious concern in the ranks of
traditional MI shops, but though the entry-level end of the market isn’t what it was, the professional trade certainly hasn’t followed suit. Indeed, for those companies that specialised in pro DJing – among them the Japanese hi-fi company, Pioneer – business has continued to be extremely good. In fact, Pioneer has seemed to go from strength to strength in recent years and is now poised to make its presence felt in more MI shops, says the company’s UK sales manager, Martin Dockree, as new products blur the distinctions between MI and DJ.
30 July 2011 “As far as Pioneer is concerned, the DJ
Martin Dockree feels the DJ market has a lot more to offer MI retailers than they might first think
market never went away. We’ve had consistent growth over the last ten years on our DJ products. The catalyst was when we introduced the CDJ-1000 back in 2001. It was the first CD player that replicated what you could do on a turntable and it grew from there. Later we introduced more entry-level product, DJ mixers to compliment it and things have gone from strength to strength. “In September 2009, we discontinued
the CDJ-1000, which was at MK III by that stage, and we introduced the CDJ- 900 and CDJ-2000, the two replacement models, which aren’t just CD players – they are multimedia players, so you can play back from a USB key, or good old
fashioned discs, but you can also use them as MIDI controllers for MIDI-based DJ software such as Traktor and Serato. It’s really the natural progression of DJing as we get deeper and deeper into the digital format age.” Pioneer isn’t just prominent at the front
end of the audio chain. Its DJ headphones have been around for some years, Dockree reminds us. “The SEDJ-5000 model was running since the mid-’90s, but the real key for us was the HDJ-1000, launched in the early part of the last decade, which was then strengthened by our very high- end HDJ-2000, the virtually unbreakable DJ headphones. More recently, we discontinued the SEDJ-5000 and launched our HDJ-500 entry-level
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