# Same thing coming soon from alpha theta
**URL:** https://community.enginedj.com/t/same-thing-coming-soon-from-alpha-theta/65466
**Category:** General Area
**Created:** [September 4, 2025, 12:21pm UTC](https://community.enginedj.com/t/same-thing-coming-soon-from-alpha-theta/65466 "2025-09-04T12:21:41Z")
**Posts on this page:** 20
**Page:** 13
### Author:  [@djliquidice](https://community.enginedj.com/u/djliquidice)
#### Post date: [September 12, 2025, 1:28pm UTC](https://community.enginedj.com/t/same-thing-coming-soon-from-alpha-theta/65466/250 "2025-09-12T13:28:25Z")
Pretty accurate
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### Author:  [@Johan](https://community.enginedj.com/u/Johan)
#### Post date: [September 12, 2025, 3:40pm UTC](https://community.enginedj.com/t/same-thing-coming-soon-from-alpha-theta/65466/251 "2025-09-12T15:40:15Z")
Then again, the Prime 4 and Prime 4+ are the same, apart from a DRM chip….
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### Author:  [@James\_Smith](https://community.enginedj.com/u/James_Smith)
#### Post date: [September 13, 2025, 11:56am UTC](https://community.enginedj.com/t/same-thing-coming-soon-from-alpha-theta/65466/252 "2025-09-13T11:56:03Z")
> [@Gaian](#):
>
> It’s mainly a way to push sales of their direct play cloud behind the scenes.
>
> I can clearly see the brainstorming scene at AT during the design of the CDJ3000x.
>
> _Product Manager:_ Well, what could we add to justify the price increase and the hardware upgrades by clubs and “fanboys”?
>
> _Engineer 1:_ Could we add a dual-layer function?
>
> _Product Manager:_ Absolutely not, it would cost us too much in components, and we’d sell half as many players. And we’d still be accused of copying Denon.
>
> _C.M.:_ Customers are asking for stems.
>
> _Product Manager:_ We’d have to add a processor three times more expensive; tell them that club DJs don’t care about stems.
>
> _Marketing Manager:_ I know! We could add an NFC module; it only costs $1 and would allow us to boost sales of our direct play cloud subscriptions.
>
> _Product Manager:_ Hmmm, yes, good idea, let’s do that… but in that case, let’s also add a Wi-Fi module, especially as cheap as possible… Does anyone have any other ideas?
>
> _Engineer 2:_ We could make the screen slightly larger?
>
> _Product Manager:_ Yes, okay, but it will cost us more. In that case, let’s remove the SD card reader and remove as much printing as possible to offset the costs. The communications department will take care of the storytelling, explaining that this is to achieve a sleek, more premium design. And increase the final price by $500.
I finally saw the 3000x. I don’t understand why they didn’t put the new logo under the jog dial. Without it, it looks like a counterfeit product. 😄
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### Author:  [@djliquidice](https://community.enginedj.com/u/djliquidice)
#### Post date: [September 13, 2025, 12:11pm UTC](https://community.enginedj.com/t/same-thing-coming-soon-from-alpha-theta/65466/253 "2025-09-13T12:11:47Z")
> [@James\_Smith](#):
>
> I don’t understand why they didn’t put the new logo under the jog dial.
Mojaxx said similar about not having the name in the back.
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### Author:  [@STU-C](https://community.enginedj.com/u/STU-C)
#### Post date: [September 13, 2025, 12:23pm UTC](https://community.enginedj.com/t/same-thing-coming-soon-from-alpha-theta/65466/254 "2025-09-13T12:23:53Z")
In their defence though, the amount of fuss the internet has made about this brand/logo thing, you’d think it’s impacting people’s ability to mix music.
Just proves that far too many people are invested in brand snobbery rather than music. The ‘look at me I use Pioneer’ crowd.
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### Author:  [@Homeland101](https://community.enginedj.com/u/Homeland101)
#### Post date: [September 13, 2025, 12:43pm UTC](https://community.enginedj.com/t/same-thing-coming-soon-from-alpha-theta/65466/255 "2025-09-13T12:43:39Z")
Changing the name from a well established brand that’s been around since the 70s to something nobody has heard of still has to be one of the dumbest things ever.
(At least my FLX10 still has Pioneer on it 😊)
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### Author:  [@STU-C](https://community.enginedj.com/u/STU-C)
#### Post date: [September 13, 2025, 12:52pm UTC](https://community.enginedj.com/t/same-thing-coming-soon-from-alpha-theta/65466/256 "2025-09-13T12:52:55Z")
If they can’t continue to license the brand what are they meant to do? Nobody knows exactly why they’ve done it, but we do know they don’t own the rights to that brand name, so it’s either become too expensive or whatever agreement they had has lapsed.
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### Author:  [@Homeland101](https://community.enginedj.com/u/Homeland101)
#### Post date: [September 13, 2025, 1:34pm UTC](https://community.enginedj.com/t/same-thing-coming-soon-from-alpha-theta/65466/257 "2025-09-13T13:34:13Z")
True, but Alpha Theta is a bit out there and has no relevance to the product line.
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### Author:  [@djliquidice](https://community.enginedj.com/u/djliquidice)
#### Post date: [September 13, 2025, 1:34pm UTC](https://community.enginedj.com/t/same-thing-coming-soon-from-alpha-theta/65466/258 "2025-09-13T13:34:29Z")
It is brand suicide
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### Author:  [@Gaian](https://community.enginedj.com/u/Gaian)
#### Post date: [September 13, 2025, 2:08pm UTC](https://community.enginedj.com/t/same-thing-coming-soon-from-alpha-theta/65466/259 "2025-09-13T14:08:46Z")
Anyway, the build quality has dropped significantly since the equipment is no longer manufactured by Pioneer Corporation Japan. There was already a drop in quality since KKR bought the Pioneer DJ branch, but it was still acceptable. But the build quality has dropped even further since Noritsu Koki took control and decided to change the name to Alphatheta. It has just become a mid-range brand that pretends to be a premium brand by playing on the reputation and heritage of Pioneer DJ’s heyday.
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### Author:  [@STU-C](https://community.enginedj.com/u/STU-C)
#### Post date: [September 13, 2025, 2:10pm UTC](https://community.enginedj.com/t/same-thing-coming-soon-from-alpha-theta/65466/260 "2025-09-13T14:10:12Z")
The name is definitely a weird/ridiculous choice I’ll concede that, but I think there’s an element of them getting pelters whatever the name would be.
Makes you wonder if they wanted Serato for one reason only, to put the name on their hardware.
Making it sound like some frat bro collective is just madness though, as if anyone in the world likes the fraternity culture or the people who stem from it.
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### Author:  [@Gaian](https://community.enginedj.com/u/Gaian)
#### Post date: [September 13, 2025, 2:12pm UTC](https://community.enginedj.com/t/same-thing-coming-soon-from-alpha-theta/65466/261 "2025-09-13T14:12:25Z")
Their units are so buggy that AlphaBeta would have been a better name. 🤣
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### Author:  [@Reese](https://community.enginedj.com/u/Reese)
#### Post date: [September 13, 2025, 2:23pm UTC](https://community.enginedj.com/t/same-thing-coming-soon-from-alpha-theta/65466/262 "2025-09-13T14:23:01Z")
Seeing all “Hype” about gated cue points, I’m beginning to doubt that function existed on my SC5000 from 2017.
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### Author:  [@Johan](https://community.enginedj.com/u/Johan)
#### Post date: [September 13, 2025, 2:32pm UTC](https://community.enginedj.com/t/same-thing-coming-soon-from-alpha-theta/65466/263 "2025-09-13T14:32:05Z")
> [@STU-C](#):
>
> Making it sound like some frat bro collective is just madness though, as if anyone in the world likes the fraternity culture or the people who stem from it.
Hey, Don’t mock my student fraternity past! Although in Europe we didnt have such ridiculous names like a few Greek alphabet letters…
but agreeing on the namechange. What a meaningless name is this… Alpha Theta, AbsolutelyTalentless?
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### Author:  [@Reese](https://community.enginedj.com/u/Reese)
#### Post date: [September 13, 2025, 2:33pm UTC](https://community.enginedj.com/t/same-thing-coming-soon-from-alpha-theta/65466/264 "2025-09-13T14:33:34Z")
It might as well be to get rid of the negative side of the brand (next to licensing fees).
Saw below image in a recent social feed. Info for all who are not my age 😇:
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### Author:  [@Gaian](https://community.enginedj.com/u/Gaian)
#### Post date: [September 13, 2025, 2:40pm UTC](https://community.enginedj.com/t/same-thing-coming-soon-from-alpha-theta/65466/265 "2025-09-13T14:40:58Z")
> [@Reese](#):
>
> Seeing all “Hype” about gated cue points, I’m beginning to doubt that function existed on my SC5000 from 2017.
AT has a real knack for introducing a feature we’ve had for over seven years and making it seem like a major innovation.
I’d say the only advantage they have over us with this feature is the fact that it can be activated/deactivated with a single click on the screen, whereas we have to go into the settings to change the behavior of the hot cue pads. I admit that we should also be able to activate it with a single click on the screen, like we do with Fader Echo on AIOs.
> [@Reese](#):
>
> Saw below image in a recent social feed. Info for all who are not my age 😇:
Yeah, I’ve seen this picture before…
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### Author:  [@DjEric](https://community.enginedj.com/u/DjEric)
#### Post date: [September 13, 2025, 3:13pm UTC](https://community.enginedj.com/t/same-thing-coming-soon-from-alpha-theta/65466/266 "2025-09-13T15:13:18Z")
> [@Gaian](#):
>
> I admit that we should also be able to activate it with a single click on the screen, like we do with Fader Echo on AIOs.
I agree with you 👍
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### Author:  [@STU-C](https://community.enginedj.com/u/STU-C)
#### Post date: [September 13, 2025, 3:23pm UTC](https://community.enginedj.com/t/same-thing-coming-soon-from-alpha-theta/65466/267 "2025-09-13T15:23:38Z")
There’s a massive omission from that graphic, Rane. Should have been mentioned in the 90s and 2000s sections (a good portion of massive super clubs had their mixer installed)….. and through their own doing, not mentioned in the 2020s, where’s all the Rane mixers? Proper house music mixers.
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### Author:  [@Reese](https://community.enginedj.com/u/Reese)
#### Post date: [September 13, 2025, 3:35pm UTC](https://community.enginedj.com/t/same-thing-coming-soon-from-alpha-theta/65466/268 "2025-09-13T15:35:27Z")
The graphic is non-regional. In my country all the clubs had Dateq mixers. In Belgium mostly Rodec or Ecler.
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### Author:  [@Gaian](https://community.enginedj.com/u/Gaian)
#### Post date: [September 13, 2025, 3:57pm UTC](https://community.enginedj.com/t/same-thing-coming-soon-from-alpha-theta/65466/269 "2025-09-13T15:57:27Z")
Yes, in France, most clubs used Freevox mixers made in France before the arrival of Pioneer mixers.
Freevox mixers had an incredible analog sound with their famous Disco Sound, which brought incredible groove and warmth to the low end. And they were built like aircraft carriers. Each mixer strip was independent under the hood and could be easily replaced using modular technology.
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