AlphaTheta

Pioneer DJ company has been developing professional DJ equipment since 1994. For two decades, devices of this brand have become the industry standard: CDJ players, DJM mixers and DDJ series controllers are used in clubs, festivals, studios and training centers around the world.

In 2015, Pioneer Corporation decided to focus on other business lines and sold 85.05% of its stake in the Pioneer DJ division to private investment firm KKR (Kohlberg Kravis Roberts & Co.). After that, the division became known as Pioneer DJ Corporation, but formally separated from the main structure of Pioneer Corporation.

In 2020, Pioneer DJ Corporation changed its legal name to AlphaTheta Corporation, retaining the Pioneer DJ brand as a trademark. The new legal name was chosen in accordance with the company's philosophy: "Alpha" and "Theta" are brain wave patterns associated with creativity and deep engagement. In doing so, the company wanted to emphasize the connection between technology and the state of creative flow.

Despite the name change, the company continued to manufacture and sell devices under the Pioneer DJ brand. Brand awareness and user loyalty to the Pioneer DJ name remained high, and the company was in no hurry to abandon it in the market.

In January 2024, a key change occurred: it was announced that devices manufactured under AlphaTheta Corporation would no longer be named Pioneer DJ. The new brand, AlphaTheta, began to be used in the product line at all levels: from DJ controllers to standalone media players. This decision was explained by the completion of the license agreement for the use of the Pioneer trademark.

The company has officially stated that the rebranding will allow it to freely develop the brand under its own control, avoiding the restrictions associated with the historical Pioneer name. AlphaTheta also plans to expand its field of activity beyond classical DJing: mobile solutions, streaming, training and new digital formats.