Mark Settle

The Baying Crowd

You asked for new toys. So why are you so damned angry when they arrive?

Last week, AlphaTheta introduced day mode to the CDJ-3000X. There were a few YAYs from those who use theirs in the daytime hours and most probably at festivals. But with it came an increased amount of displeasure in the comments boxes. Allow me to explain.

In the last few weeks, AlphaTheta has released the CDJ-1500X and the XDJ-AN, which in modern release schedule terms is a veritable shitload all at once. The focus however has been at the low to mid range market, so think stripped back and focussing on the basics, still with a lot of power, but just buried more in the screen.

And the crowd went apeshit.

With the CDJ-1500X, they proclaimed the end of AlphaTheta and the return of Pioneer DJ. Armchair experts wondered who was designing this “shit”. The Denon DJ fans were definitely out in force too. I even saw one particularly cruel punching down comment that made me physically shake with rage that I won’t repeat here.

The release of the XDJ-AN yielded a similar response too, as well as a significant amount of oh-so-witty Fisher Price comments.

But what did seem off was the amount of anti-AlphaTheta hate that was on display. It felt disproportionate and almost coordinated.

My first reaction to these units? The best units NI never made. This new styling direction has clearly been inspired by Native Instruments’ Traktor offerings. My biggest concern is that we’re heading towards a market where gear looks too similar.

For me, the CDJ-1500X packs one hell of a punch that gives enough physical controls while putting a lot of power for less money in the screen for a market used to touch screens on their phones. The 1500X is thus smaller and has a much cleaner user experience. That’s what I see anyway.

The XDJ-AN is an entry level all-in-one. Effectively it’s for beginners, and has enough controls to suit DJs who can’t even mix, let alone know what a stem is. I do however agree that the short pitch fader seems like an odd choice given that there’s plenty of space for a full sized one.

Neither are for advanced users, but it sounded like established DJs were pissed off that AlphaTheta didn’t personally call them for help to make the one-off impossitroller for their unique needs. They don’t seem to understand that not everyone needs a physical button for everything or half the features that a 3000X offers.

Let’s get a few things something cleared up:

I’d argue that the CDJ-1500X is an experiment. In the controller age, I don’t know if there is a need for a budget 3000X. But they did it anyway and possibly to test the balance between physical and screen controls.

And comparing the XDJ-AN to beginner focussed units from not so long ago brings a ridiculous number of features that beginners. The target audience should be very happy indeed.

Summing up

I know the world is fragile right now. So I can understand frayed tempers manifesting in comments boxes. But DJs have never had it so good. In the post-controller times, technology has matured and what is brought out is the most advanced tech that has ever been released.

It’s also worth mentioning that when we’ve (the DJWORX we) asked people what they actually wanted when they’ve unloaded a tirade about some freshly announced next level shiny, they have invariably said “I don’t know but not that” or some variation thereof. Unhelpful.

So before unloading both barrels into a comments box, just remember that making new gear for a market that traditionally resists it is harder than ever. But they do the best they can for a hugely diverse market with increasingly specific needs.

And remember — the gear you rocked ten years ago could almost certainly keep the same floor filled. So perhaps, the problem isn’t the gear at all.