How AlphaTheta’s CDJ-3000X is finding an unexpected new audience

When the Pioneer DJ CDJ-3000 launched in September 2020, nightclubs worldwide were closed, and tours had ground to a halt. For a flagship DJ player, the timing looked disastrous. Except it wasn’t. “Everyone was DJing at home, but the product sold out really quickly and was on back order,” reveals Rob Anderson, the product planning manager at AlphaTheta EMEA. “Within six months to a year, we couldn’t deliver enough stock for our retail channel.”

With venues shut, professional DJs pivoted to live-streaming, but the pandemic had exposed an uncomfortable truth: their reliance on clubs to provide equipment meant many home setups weren’t up to scratch. “A lot of professional touring DJs didn’t really own any kit,” Anderson continues. “Even though the world was at a standstill, people wanted to DJ, and they saw value in investing in professional products, even if they weren’t being used in a professional environment.”

Four years on, history is repeating itself with the new £2,399 AlphaTheta CDJ-3000X. “The home market has seen the biggest uptrend,” Anderson confirms. “While rental companies have placed orders for the party season ahead, it’s enthusiasts and bedroom DJs buying the most units.” ...

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