In recent years, the DJ and music production landscape in India has witnessed significant transformations. One of the most notable trends is the increasing acceptance of new technologies like controllers among DJs. Initially, there was some resistance to using controllers because DJs were more comfortable with traditional equipment. However, over the past year or two, controllers have gained popularity as they connect easily to computers, allowing DJs to link their equipment to their digital music libraries.
Companies, including Pioneer DJ, which holds over 80% of the market share, have responded by offering a comprehensive range of controllers from entry-level to professional models. These products are now widely accepted and are driving significant changes in the market. Additionally, there’s a growing trend of integrating software and hardware to create seamless DJing experiences. The rise of live streaming and virtual performances has also pushed DJs to adopt more versatile and technologically advanced equipment.
To get more insights into the DJ equipment market in India, we spoke to Rahul Dev Sarma, Director Sales, Professional Audio, Alphatec. Here’s how the conversation panned out —
- What are some of the key trends that you see emerging in the DJ and music production space in India over the last year or two?
One notable trend is the increasing acceptance of new technologies like controllers among DJs. Initially, there was some resistance to using controllers because DJs were more comfortable with traditional equipment. However, over the past year or two, controllers have gained popularity as they connect easily to computers, allowing DJs to link their equipment to their digital music libraries. Companies, including Pioneer DJ, which holds over 80% of the market share, have responded by offering a comprehensive range of controllers from entry-level to professional models. These products are now widely accepted and are driving significant changes in the market. Additionally, there’s a growing trend of integrating software and hardware to create seamless DJing experiences. The rise of live streaming and virtual performances has also pushed DJs to adopt more versatile and technologically advanced equipment.
- We have seen reports of the DJ equipment market expanding in India over the coming years. How do you see the future of the DJ equipment market in India, especially with the projected significant growth over the coming years?
India is an emerging market not only for DJ equipment but also for the broader audio-video equipment industry. Compared to the global market, we estimate that the DJ equipment market in India will grow at a remarkable rate. This rapid growth is indicative of India’s increasing importance in the global music industry landscape. The proliferation of music festivals and events, along with a surge in home studio setups, is driving this expansion. Moreover, the Indian audience’s growing appreciation for electronic music and DJ culture is encouraging more investments and innovations in this sector.
- Given the expanse of the budget that DJs operate with, does Pioneer look to expand their lineup to cater to DJs on a budget?
Absolutely. Pioneer DJ offers products at various price points to cater to different segments of the market. The range starts with entry-level controllers like the DDJ-200 and extends to professional-grade equipment. For instance, the DDJ-FLX4 is a highly popular, budget-friendly model that’s growing rapidly. The brand aims to provide options that allow even beginners to start with Pioneer DJ equipment and upgrade as they progress in their careers. We also understand the importance of providing value for money, which is why budget-friendly products still offer robust features and high-quality performance. This approach ensures that aspiring DJs can access professional-grade equipment without financial strain.
- Can you give our readers some insight into what they should look for when they are looking to purchase DJ equipment? Especially beginners who are looking to start out in this space.
Beginners should focus on features that will support their growth as DJs. Pioneer DJ products are designed to be user-friendly and easily upgradable, ensuring that as new generations of equipment are released, DJs can seamlessly adapt. It’s also important to consider the software support that comes with the equipment. Rekordbox software is highly popular due to its ease of use and powerful features. Overall, the goal should be to choose equipment that is aspirational and can help them develop their skills. Additionally, looking for equipment with good customer support and a strong community presence can be beneficial. Engaging with online forums and attending workshops can provide valuable insights and help beginners make informed decisions.
- Pioneer has registered its presence in the hardware and software space in the DJ industry. Does the brand have plans to expand its presence on the software side? If yes, how would the expansion affect the synergy between the two sides?
Software is indeed crucial for the future. The Rekordbox software is already a market leader due to its ease of use. Pioneer DJ continues to innovate on the software front, ensuring that hardware and software work together to enhance performance. This synergy allows DJs to push the boundaries of their creativity. Expanding software capabilities also enables us to offer more personalized and adaptive experiences for DJs. The brand goal is to create an ecosystem where hardware and software complement each other, providing DJs with the tools they need to excel in both live performances and music production.
- We see a lot of DJs working with live sets and producing music on their own. What are Pioneer’s plans around the music production space in India?
We have several products tailored for music production, like the TORAIZ series, which includes the TORAIZ Squid and TORAIZ AS-1. These have been well-received by the music production community. Additionally, products like RMX-1000 and DJS 1000 enhance the live performance experience. The brand also offers a range of monitors and headphones designed specifically for music production, ensuring that DJs have the best tools available for their creative processes. The brand focus is on providing versatile equipment that supports both DJing and music production seamlessly. We are also exploring collaborations with local artists and producers to develop region-specific features and enhancements, further solidifying Pioneer DJ’s presence in the Indian market.
- What are some key areas where you think the DJ equipment space in India is lagging behind the rest of the world? How does Pioneer expect to work around them to ensure that their Indian consumer base has access to the tech that is used worldwide?
With the aggressive penetration of the internet, there’s little lag in product availability between India and the rest of the world. All the latest products and technologies are launched in India simultaneously with global markets. The challenge lies in the effective use of these products. Training and education are key, and we are focusing on workshops and collaborations with influencers to help DJs make the most of their equipment. We also aim to increase the presence in smaller cities and towns, where access to advanced DJ equipment and training might still be limited. By doing so, we hope to democratize access to high-quality DJ technology across the country.
- During my research, I noticed that educational blog posts were published on the Pioneer India website. How does Pioneer plan to expand its educational reach amongst the budding DJs in the country? Are you looking at potential collaborations with established creators in the space who use Pioneer equipment to host workshops or something along those lines?
Education is a continuous process for us. We have product specialists who conduct workshops across the country and collaborate with influencers who have substantial social media followings. These influencers create content on how to use Pioneer DJ products effectively and participate in workshops. We also plan to introduce a series of workshops specifically for new products like the rotary mixer, which is popular in Western markets but less so in India. These workshops will help DJs understand and utilize the full potential of our products. Furthermore, we are considering partnerships with music schools and online platforms to provide structured courses and certification programs. This will help budding DJs gain formal training and improve their skills systematically.
- There has been a significant rise in the number of DJs operating out of their home studios in India over the years. Has this been reflected in the change in the brand’s approach towards making and launching audio products in the country?
Yes, we’ve seen a trend towards more DJs working from home studios. Products like the DDJ-200 and DDJ-FLX4 are designed with this in mind, offering professional capabilities at a more accessible price point. We are also planning initiatives to make DJing more accessible to everyone, such as providing basic DJ training with the purchase of certain products, to encourage more people to explore DJing even at home. Additionally, the brand continuously focuses on product development that creates compact, easy-to-use, and highly versatile equipment that suits both home studio setups and live performances. This ensures that DJs can maintain high-quality production and performance standards regardless of their environment.
- Lastly, how does a brand like Pioneer stay ahead of the curve in terms of its consumer research in a diverse country like India? Is it done through surveys, or is it like a focus group that is spread across regions and includes artists and creators?
We continuously interact with the DJ community to gather feedback, which is then communicated to the global team. This feedback comes from our product specialists, influencers, and various workshops and events we conduct. This constant engagement helps us stay attuned to the needs and preferences of DJs across India, ensuring that the products meet their expectations and keep up with global standards. We also conduct regular surveys and utilize social media analytics to understand emerging trends and preferences. Additionally, we engage with local artists and creators to gain deeper insights into regional variations and specific needs, ensuring our products are relevant and effective across the diverse Indian market.
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Satvik Pandey
Satvik Pandey, is a self-professed Steve Jobs (not Apple) fanboy, a science & tech writer, and a sports addict. At Digit, he works as a Deputy Features Editor, and manages the daily functioning of the magazine. He also reviews audio-products (speakers, headphones, soundbars, etc.), smartwatches, projectors, and everything else that he can get his hands on. A media and communications graduate, Satvik is also an avid shutterbug, and when he's not working or gaming, he can be found fiddling with any camera he can get his hands on and helping produce videos – which means he spends an awful amount of time in our studio. His game of choice is Counter-Strike, and he's still attempting to turn pro. He can talk your ear off about the game, and we'd strongly advise you to steer clear of the topic unless you too are a CS junkie. View Full Profile
