NAMM 2024: If you’re a market leader, you might argue that it takes a supreme amount of confidence to sideline the brand that got you to that position, but that’s what AlphaTheta - the parent company of Pioneer DJ - appears to be doing.
As of today, it seems that new products from the company will now bear the new AlphaTheta logo, seemingly at the expense of the Pioneer DJ name. It’s not quite up there with Elon Musk changing the name of Twitter to X, but in the DJing community, it’s not far off.
