AlphaTheta Corporation, the parent company of Pioneer DJ and Rekordbox, has just confirmed the acquisition of all Serato shares on July 11th. The move is currently pending approval from the New Zealand Overseas Investment Office along with the finalization of other customary conditions. This is a logical next step for the two brands.
“I AM DELIGHTED TO ANNOUNCE THE ACQUISITION OF SERATO. THROUGH EXTENSIVE DISCUSSIONS WITHIN OUR COMPANY AND WITH SERATO’S MANAGEMENT TEAM, WE HAVE BEEN EXPLORING NEW WAYS TO CONTRIBUTE TO THE INDUSTRY. BRINGING SERATO INTO THE ALPHATHETA GROUP WILL LEAD TO NEW SYNERGIES AND SIGNIFICANT TECHNOLOGICAL INNOVATIONS, ADDING CONTINUED VALUE TO THE COMMUNITY.”
— AlphaTheta CEO Yoshinori Kataoka
Despite the acquisition, Serato will continue to operate as its own separate brand and identity. Serato’s popular DJ software was first made compatible with Pioneer hardware in 2012 with the release of the DDJ-SX controller, and countless Pioneer controllers released since then have been compatible with Serato, alongside Pioneer’s own software, rekordbox.
“SERATO HAS ENJOYED A 25 YEAR HISTORY OF SUCCESS THAT IS DRIVEN BY A SINGLE-MINDED FOCUS ON SERVING DJS, PRODUCERS AND ARTISTS. WE ARE INCREDIBLY PROUD OF BOTH THE STRENGTH OF OUR BUSINESS AS WELL AS THE COMMUNITY THAT SURROUNDS OUR BRAND. TODAY, WE ARE EXCITED TO DEEPEN OUR LONG-STANDING PARTNERSHIP WITH ALPHATHETA, ACCELERATING HOW WE CREATE VALUE FOR OUR USERS AND THE INDUSTRY.”
— CEO of Serato Young Ly