To enhance the creative potential of music and enable a world filled with joy
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Our business
Business Overview
DJ Equipment
Since we launched the world's first flat-top CD DJ player in 1994, the CDJ-500, we’ve worked tirelessly to fulfill our motto of providing "surprise and excitement" to our customers.
The high quality and attention to detail in our professional equipment have earned us the trust of DJs and clubs around the world. We'll continue to innovate and contribute to a world where more customers can enjoy a lifetime of music through DJing.
Music Production Equipment
In 2016, the TORAIZ SP-16 standalone sampler was released under the brand concept: "Inspiration Tools, where new sounds are generated one after another". “TORAIZ” series with an intuitive workflow and high performance, which is widely used not only for music production in studios, but also for live performances. In addition, we will strive to create new values that are unique to AlphaTheta and resonate with the sensibilities of artists.
Audio Equipment
Following the release of the HDJ-1000, our first model of DJ headphones, in 2002, we launched the SDJ Series of monitor speakers in 2011. Ever since, the product line, developed in the pursuit of maximizing the creativity and performances of DJs, has been loved by customers around the world. In 2013, we introduced the XY Series of professional PA/SR speakers, contributing to the creation of a comprehensive entertainment space. We will continue our efforts to over new value that meets customer need through high-quality sound and technology.
Apps
AlphaTheta has always produced DJing environments for the changing times. In 2009, we released rekordbox, a music management software application that supports DJ performances. Then, in 2020, we gradually set up its subscription service to enable DJs to manage and play music from the cloud. We’ll continue to work to empower innovative DJ sets and enhance the DJing experience.
Using our expertise in music analysis gained through DJing, we recently released DanceTribe, an iPhone app for dancers that supports everything from choreography to practice and filming of moves and routines, in December 2022.
Digital Services
To ensure that customers who purchase products such as our CDJ-3000 can continue to use them over long periods with peace of mind, we launched AlphaTheta Care, the DJ industry's first product warranty service, in April 2022.
In September 2022, we entered into a strategic investment and alliance with DJ Monitor B.V., a global market leader in monitoring and reporting music usage using AI music recognition technology, to help fairly provide the creators at the core of the music industry with the royalties they’re owed – something we believe is important for the continued growth of the music industry. In the future, we aim to create an environment where music creators can achieve maximum creativity, by working on collaborative development projects such as KUVO, a service that supports the fair distribution of royalties.
Yokohama DJ Lab
As an initiative to expand the DJ Culture to as many people as possible, we run the DJ school “Yokohama DJ Lab” for customers to continuously enjoy DJing.
As well as holding DJ classes, Yokohama DJ Lab rents out DJ space, runs various events (online events, presentations, etc.), offers workshops for companies and organizations, provides opportunities for DJs to perform at sporting and retail events, and offers many other initiatives that customers can enjoy.
Product Design & Engineering Development
With our core technology and new innovations, we create surprise, joy, and excitement that exceeds customer expectations
We constantly challenge ourselves to develop new technology that turns DJs’ delicate touches on their decks and records into their intended sound. Our core offerings include user interface, digital audio analysis/processing, and high-quality sound technologies that support the performances of professional DJs and are built on decades of experience.
Our data analytics technology analyzes information collected from around the world, adding creativity and diversity to the way we enjoy music. This, and other new tech types such as AI, wireless, cloud and network technology, and tech for compatibility with current music media, are all important for the evolution of our business.
To play our part in a sustainable society, we’re also working to make our products more energy efficient, smaller, and lighter, containing fewer parts and less plastics.
User-Interface Technology
The MAGVEL FADER PRO, which withstands intense scratching
The MAGVEL FADER PRO combines delicacy and boldness. To enable smoother movement, the crossfader – which detects knob position without contact by sensing the magnetic field emitted from the magnets – is designed with the same precision as the traverse mechanism that moves the laser pickup in a CD drive. It’s also durable, so it won’t be damaged by intense scratching. And the top panel around the crossfader on each product it’s featured is protected by a highly durable coating to reduce wear and ensure long-term use. This crossfader features on products such as the scratch-style 2-channel professional DJ controller, the DDJ-REV7.
High-Quality Sound Technology
Stunningly clear sound
The next-generation club sound of products such as the DJM-A9 4-channel professional DJ mixer comes from extensive development and fine tuning of technology from previous units, and brand-new components. The channel input section on the DJM-A9 is equipped with a 32-bit high-quality A/D converter for crystal-clear, high-resolution sound, while the master and booth output sections employ 32-bit high-quality D/A converters so you can experience the same crystal-clear sound from the booth monitors as the crowd hears on the dancefloor.
Digital Audio Analysis and Processing Technology
Enabling creative live mash-up performances
Using Mix Point Link on the DDJ-FLX10 controller, along with our rekordbox DJ software, you can seamlessly link the playback of tracks in your set and free up your hands. With Track Separation, you can load a song in the usual way and play its vocal, drum, and instrumental parts separately.
By combining these 2 features, you can create live mash-up performances that are more creative and innovative than ever before.
Intellectual Property
Comfortable operation made possible by patented technology
The CDJ-3000 – which includes a jog wheel with the smoothest feel in the history of the CDJ Series – utilizes our patented technology* to maximize DJs’ comfort. The multi player uses a sheet switch for touch detection, allowing delicate operations based on changes in pressure. By placing this sheet switch directly under the top plate, we achieved direct and quicker touch operation and smoother rotation operation compared to when a capacitive sensor is placed on the surface of the jog wheel. Multiple brake pads that control rotational force are placed under the top plate too. This allows height adjustment of each brake pad, allowing DJs to make fine rotational force adjustments to match their preferred feel. This is just one example of how we use our patented technology to provide products that exceed customer expectations, something we’ll continue to strive to do by improving our technical capabilities.
*Patented technology
Japan: No. 7249402, No. 7254179, No. 7261880
United States: US11863141B, US20220350423A1, US20220350424A1
Europe: EP3933873A1, EP3989601A1, EP3989600A1
Design
Making dreams a realityWe dream of what customers will want in 5 years and use our creativity to make it happen.
AlphaTheta has created a design center that specializes in product design, digital design, and communication design.
The mission of the design center is to “Make dreams a reality.” There, we work to envision what we, ourselves, and our customers, will want in the near future, consult with people from diverse backgrounds, and combine our creativity to turn those ideas into real products, software, and services.
OMNIS-DUO / WAVE-EIGHT
Product design
OMNIS-DUO
Embedded GUI design
OMNIS-DUO / WAVE-EIGHT
Packaging design
AlphaTheta Brand Logo
Logo design
Sustainability
Creating customer and social value for the sustainable growth of the music industry and its culture
By identifying material ways to achieve our mission of “One Through Music” and solving environmental, social, and governance issues, we aim to achieve sustainable growth through the creation of medium-to-long-term corporate value.
We believe it’s a company’s duty to contribute to society, industry, and people through its ventures, not only by providing products and services that help customers but also by being fair with suppliers and business partners, and by complying with laws and regulations to ensure sound business practices.
In accordance with our environmentally friendly product and service initiatives, including reducing plastic, paper, and power usage, we offer extended warranty services to increase the lifespan of our products.
Moreover, we, at AlphaTheta, with a belief that ensuring respect for human rights is a business fundamental, conduct regular in-house training with the aim of operating respectable business practices based on our human rights policy and basic compliance policy.
AlphaTheta promotes group-wide initiatives to contribute to society and address global issues based on the Noritsu Koki Group's approach to sustainability. Through these sustainability initiatives, we aim to continue to deliver the Group's mission of 'Prosperity for society and people'.
Examples of environmentally friendly products
Transition to environmentally friendly and recyclable materials
We’ve stopped using laminated packaging and transitioned to boxes that are easily recyclable.
The cushioning material inside, previously made of Styrofoam, is now made of paper, reducing our use of plastic and contributing to the reduction of greenhouse gas emissions.
AlphaTheta Care
Service that offers customers extra peace of mind and ensures product longevity (only available in Japan and the US).
Social Contributions
A new spatial-experience event in which the audience can experience DJ performances through sight and touch
As part of the innovative technology exhibition YOXO FESTIVAL, held at the Yokohama Landmark Plaza, we exhibited and demonstrated Club YOXO, a new club space using technology that combines DJ music, lighting, lyrics, and vibration devices. This event enabled the audience to enjoy the whole experience regardless of their hearing ability. We look forward to joining in more activities that connect people through music.
AlphaTheta has partnered with Bridges for Music since 2012, empowering young talent in under-served South African communities.
Since Bridges for Music was established in 2012, AlphaTheta has supported its mission. We've championed the cause by providing products and equipment, collaborating on various initiatives, and sponsoring graduates who, in turn, have attained leadership roles within their communities. Leveraging the universal power of music, we strive to reintegrate the underprivileged into education, offering musical education and essential life skills, entrepreneurship training, and counselling. At AlphaTheta, we believe in the profound impact that music can have in bridging gaps, fostering education, and empowering communities
Company info
Company name
AlphaTheta Corporation
* We’ve changed our company name to AlphaTheta Corporation. For more information on the change follow this link.
* AlphaTheta Corporation is a subsidiary of Noritsu Koki Co., Ltd. listed in Prime Market of Tokyo Stock Exchange.
Headquarters
Yokohama i-Mark Place 6th floor, 4-4-5 Minatomirai, Nishi-ku, Yokohama, Kanagawa 220-0012 Japan
Phone +81-45-522-5400
Mission
One Through Music
– To enhance the creative potential of music and enable a world filled with joy –
Management Team
| YOSHINORI KATAOKA | President and CEO |
| MASAKAZU SUZUKI | Executive Director in board |
| RYUKICHI IWAKIRI | Director |
| RYOSUKE YOKOBARI | Director |
| DAI NAKAMURA | Corporate Auditor |
| KEI AIKAWA | Executive Officer |
| SHOGO SUZUKI | Executive Officer |
| KAZUHITO TAKIGUCHI | Executive Officer |
| AKIRA YOKOYAMA | Executive Officer |
Number of employees
503 (as of December, 2023)
Business
Design, Production, Sales and related services for the DJ, Professional Audio and Music Production markets
Capital
100,000,000 Yen (as of December, 2023)
Shareholders’ composition
Parent Company: Noritsu Koki Co., Ltd.
(Listing: Prime Market, Tokyo Stock Exchange)
Sales subsidiaries
AlphaTheta EMEA Limited
Unit 39, Tileyard Studios, Tileyard Road, London, N7 9AH, United Kingdom
AlphaTheta Music Americas, Inc.
2050 W 190th Street, Suite #109, Torrance, CA 90504, USA
AlphaTheta (Shanghai) CO., Ltd.
Unit 01, 6th Floor, Golden Hongqiao International Center, No.523, Lou Shan Guan Road,
Changning District, Shanghai, China
AlphaTheta SG Pte. Ltd.
109 North Bridge Road, #05-21, Singapore, 179097
HISTORY
| 1994 | June | Entered the DJ equipment business as one of Pioneer Corporation’s businesses. |
| 2013 | Aug. | Announced entry into professional audio equipment business. |
| 2014 | Oct. | Started offering KUVO, a club culture entertainment service, as one of the related services businesses. |
| 2015 | Mar. | Independent from Pioneer Corporation as “Pioneer DJ Corporation” through a stock split. |
| The head office established in the former Kawasaki Head Office of Pioneer Corporation. | ||
| Nov. | The head office moved to the current location of Yokohama City. | |
| 2016 | Aug. | Announced entry into the music production business. |
| 2019 | Oct. | Opened Pioneer DJ Yokohama DJ Lab (now AlphaTheta Yokohama DJ Lab), a DJ school in Yokohama City, as one of the related services businesses. |
| 2020 | Jan. | The company name changed from Pioneer DJ Corporation to AlphaTheta Corporation. |
| 2022 | Sep. | Announced a strategic investment and alliance with DJ Monitor B.V., a global market leader in music recognition technology. |