Kiwi success story Serato celebrates 20 years

Kiwi success story Serato celebrates 20 years

25 August 2022 2:08PM

Serato, the Kiwi born, global music powerhouse, has turned 20. In two decades they have produced fifteen key products that are used by the best DJs and producers in every country in the world, enabling and advancing the way the world makes and plays music.

Serato’s story began back in 1997 at the University of Auckland, where student co-founder Steve West was learning to play bass guitar and wrote a clever algorithm to slow down the bass in songs, so that he could figure out notes, to master the songs faster. His mate AJ saw its potential, and a few years later Pitch ‘n Time was born. Today, it’s still the world’s foremost studio plugin for time-stretching and pitch-shifting technology, used by Hollywood producers and Fat Boy Slim alike.

On the strength of Pitch ‘n Time, Serato segued into the DJ industry, changing the game with the release of Serato Scratch Live in 2004 which introduced the world to digital djing, provided the freedom to mix between genres and mobilised the DJ community allowing true globalisation of the industry. Serato DJ Pro and Serato DJ Lite launched in 2018 to replace Scratch Live and also to provide a solution for beginners as well as professionals.

Their latest innovation arrived this year with the launch of Serato Studio, an intuitive beat-making software that simplifes the path to music production. It allows users to spend more time making music and less time learning the software. Since the launch in June, the response has been overwhelming with over 35,000 downloads during the first 3 months on the market.

The New Zealand born company remains the leader in DJ and music production by never resting on its laurels; they continue to innovate and develop game-changing products that revolutionise the industry, all from an unassuming building in Auckland’s CBD. At any given moment, Serato features in the top ten music charts globally, that’s how instinsic their products are to the global music industry.

Serato CEO Young Ly says Serato’s mission for the past 20 years has been to deliver the best possible experience for creating, playing and sharing music, wherever you are.

“At Serato we’re proud of how far we’ve come over the past two decades. We have an international fan base of superstar DJs and Hollywood producers, such as DJ Jazzy Jeff and David Lynch. We have shaped the way music is made and played since 1999, and we will continue to find new and exciting ways to create accessible music technology and push the boundaries,” he says.

“It’s the pinch me moments that make working at Serato so unique and exciting. Hearing international artists such as Kanye West and Eminem name-check Serato in their lyrics, or when Fat Boy Slim walks through the office right here in Auckland. I’m so proud of the work we produce at Serato and look forward to the next revolutionising product, the pipeline is strong!” he says.

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