No, the Pioneer DJ name isn’t disappearing from CDJs and mixers, but the company that makes Pioneer DJ gear is changing their name to AlphaTheta.
Some strange news from Japan: Pioneer DJ Corporation is changing their name to “AlphaTheta Corporation”. Here what they wrote in the official release:
Pioneer DJ Corporation has changed its company name to AlphaTheta Corporation as of January 1, 2020. Our brands and brand names, including Pioneer DJ, will not be affected.
We’re updating our corporate name to better reflect our values and vision. The change is not related to any merger, sale, or reorganization.
We take great pride in our commitment to the music industry and we’ve chosen our new company name, AlphaTheta Corporation, based on our passionate vision to innovate, inspire, and entertain.
WHY ALPHATHETA?
Music can guide the human brain into extremely powerful states of mind.Peak human experience can be enhanced with an optimal balance of creative music, superior sound technologies, and group coherence. AlphaTheta refers to the brain wave frequencies achieved in these peak states. Our vison [sic] is to use our innovative technologies to enable and enrich these peak moments.
AlphaTheta enables you to go Beyond the Music.
Why The Heck?
We’ve kicked a few theories around about what the company behind Pioneer DJ is thinking in changing their name.
- Too Much Association With Pioneer (The electronics company, not the DJ gear company): Yes, there’s always been confusion since Pioneer and Pioneer DJ went their separate ways a few years back in 2015. And in May of 2019, many news sites freaked out on news that Pioneer DJ was exiting the DJ business – even through the story wasn’t about Pioneer DJ at all.
- They want a better name for Pro Audio: This is a theory proposed by user ATSin711 on Reddit. The description in the press release seems to go beyond music (“group coherence” could mean something about corporate audio solutions) – something not associated with DJing to sound more “professional”.
- Something Else Entirely?: If you’ve got a good idea, let us know in the comments – there could be a clue we’re missing here, right?
