Pioneer DJ corporation changes name in the new year
The iconic brand, Pioneer DJ has decided to change its name to “AlphaTheta“, effective January 1st, 2020. The decision to change the name arose after there had been confusion around the corporation Pioneer and their DJ devices, under the brand name Pioneer DJ. In 2015, the Pioneer Corporation sold its DJ subsidiary to KKR & Co LP, a private equity firm, for approximately $550 million dollars. Don’t worry, the infamous Pioneer CDJ name isn’t going anywhere, as AlphaTheta will continue to produce products under the existing “Pioneer” brand name.
Here is the official statement from the company regarding the change:
“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.
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 vision is to use our innovative technologies to enable and enrich these peak moments.
AlphaTheta enables you to go Beyond the Music.”