Pioneer DJ Corp Name Changes to ‘AlphaTheta,’ Creates Some Serious Confusion

Pioneer DJ to AlphaTheta
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Pioneer DJ to AlphaTheta
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Photo Credit: Unsplash

In a surprising move, Pioneer DJ Corporation has announced that they will be changing their company name to AlphaTheta Corporation. This has left many people confused about what this means for the future of Pioneer DJ branded equipment, but the company has reassured everyone that the branding for DJ products will remain the same. The name change is designed to reduce confusion, which has been a problem in the past, but the brands and brand names, including Pioneer DJ, will not be affected.

The announcement was made at the beginning of the new year, and the press release explains the reasoning behind the decision. “Music can guide the human brain into extremely powerful states of mind. 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.”

It’s easy to see why people are confused about what this means for Pioneer DJ equipment, but it’s important to understand that the equipment itself is not changing. The company that makes it, however, is now called AlphaTheta. Pioneer, on the other hand, will be focusing solely on non-DJ and pro-audio brands for automobiles and other consumer-facing brands.

This move makes sense for a few reasons. Firstly, Pioneer Corp spun off its line of DJ equipment into Pioneer DJ back in 2014. The separate company was then bought by a private equity firm, Kohlberg Kravis Roberts & Co. for $549 million. Pioneer Corp. only retained a 15% stake in the newly formed company, but it sold that share in May 2019.

The corporate name change does something similar for AlphaTheta. Pioneer and Pioneer DJ are now two separate entities, but they are often confused. The change isn’t related to any merger, sale, or reorganization of the company.

Since Pioneer and Pioneer DJ are two separate entities now, the name change helps reflect that. Keeping the branding for DJ products retains familiarity for the consumer, too. But why did they pick AlphaTheta? According to the press release, it’s all about the power of music to influence the human brain. AlphaTheta refers to the brain wave frequencies achieved in peak states, and the company’s vision is to use innovative technologies to enable and enrich these moments.

It’s not the first time a company has changed its name for a similar reason. Google did something similar back in 2015 when it renamed itself Alphabet. Google then became a subsidiary of Alphabet as a parent company. The change was made to reflect the fact that Google had grown beyond just a search engine and had acquired a number of other companies.

The change to AlphaTheta is likely to have a similar effect. Although the company will still be producing Pioneer DJ branded equipment, the name change will allow it to focus on other areas too. With Pioneer now focusing on non-DJ and pro-audio brands, AlphaTheta will be able to expand its reach in the DJ market and beyond.

Overall, the move to AlphaTheta seems like a positive one for the company. It will help to reduce confusion between Pioneer and Pioneer DJ, and it will allow the company to focus on its core strengths. The branding for DJ products will remain the same, so consumers won’t be affected by the change. It’s an exciting time for the company, and we look forward to seeing what the future holds for AlphaTheta.

 

One Response

  1. SIR.DONJENNERO GORRELL

    ? goúd?
    Gotta check new name subsidies from Alpha Theta???..
    Thx u ???♎…