Go All Night – The Lighting & DJ Market Hits Hard in 2015

MMR recently touched base with representatives from key players in the Lighting and DJ markets to get the suppliers’ take on the current state of this ever-evolving market segment…

How’s the market for your company at the moment, compared to this time in 2014?

Berenice Chauvet: The market for Chauvet is growing and gaining momentum. We’re delivering the types of products that customers want – products that are mobile, compact, user-friendly, versatile, and affordable. Having good products is the first step to achieving the kind of growth we’re enjoying, but you also need good dealers who educate customer, rather than just sell them. A really nice trend we’ve noticed in the past few years is that dealers are getting more involved in promoting lighting products to their customers, because they see the results of doing this kind of educational outreach. That’s helped Chauvet and its dealers grow. We’re also benefitting from some demographic and market trends.

Brian Dowdle: The market seems stronger this year compared to last year. Dealers and lighting installers seem to have a lot of projects in the works. With the upturn in the economy people are less afraid to spend. Plus, ADJ has a diversified product line. Not only do we sell DJ dance lighting, but we also sell LED Pars, Moving Heads, Scanners, and a variety of atmospheric machines. We also offer pro-level products for installation into fun centers, nightclubs and churches, as well as event production.

Karl Detken: Numark, Denon DJ, and Akai Professional are all strong players in the marketplace. As you may know, the DJ market, like most markets, has its cyclical ups and downs. We’re confident that as technology evolves and expands, more and more young people will get into DJing. The future of the DJ market is very promising.

Yoshi Shibata: The situation is completely different compared to the beginning of 2014. We announced the new AIRA line-up to the market in February last year, and this changed the market’s view of Roland in this category. The customers’ perception now is that “Roland is once again taking a leading role in this category.”

Dean Standing: We’re enjoying considerable growth over 2014 due to the introduction of two new mixers at the NAMM show. Demand for our MP2015 rotary mixers and our new TTM57mkII is beyond expectations.

What are purchasing trends you’ve been noticing? Has the target customer demographic evolved?

YS: What we noticed after the AIRA launch was the success of the “affordable, simple and collectible” product concept. In the past we might have introduced an all-in-one dance machine including all rhythm, bass, synthesizer and voice effects. However, by splitting these into four individual products, customers could immediately see the value of each product. We believe we appealed to a wider customer demographic. It was clear that the buzz from people who loved the original TR series helped reach new customers.

DS: Entry level continues to shift from separate mixers/turntables/CD decks to one piece controllers. Professional DJs continue to prefer separates. Turntables are coming back strong with new product introductions from several different manufacturers.

BD: I believe ADJ’s target customer has evolved! Part of that is due to ADJ’s diversification of our product line (we don’t just sell to DJ and bands, but also to event producers, nightclubs, churches plus bowling & fun centers).

ADJ’s mid-level products hit a sweet spot for installers. We offer quality and reliability at a more affordable price than other brands. This way, club and church installers can get more bang for their buck, or can purchase more ADJ lighting fixtures from the budget they were allocated. Two perfect examples of price and performance are our brand new Vizi Beam 5RX Moving Head and our AV6 Video Wall.

I have also seen mobile DJs turn into mini mobile production companies with their sound and lighting arsenal growing year by year. To stand out from the pack, DJs are bringing in bigger lightshows whether it be Intelligent Lighting with Moving Heads and Scanners, or a room full of uplighting and table pinspotting. Either way, Mobile DJs have become more sophisticated with their lighting set-ups.

BC: We are seeing more small bands take their own lighting with them on tour. These are bands that don’t have national recording contracts, but they have followings thanks to the Internet and they are constantly touring. When they do, they often take a small lighting rig with them to use with the house lights. They do this because the fixtures on their own rig give them a unique signature look. For many of these bands, lighting is as much a part of their traveling gear as a drum set or speakers. Dealers who know these bands and understand their lighting needs can increase their sales to them.

KD: As technology grows and we move more into mobile DJing, DJ controllers continue to evolve as price points come down. In addition, we are pleased with the field reports that show vinyl and turntables are making a resurgence into the marketplace.

What’s the “hot product” for your company at the moment?

James Sajeva: We have a few new entries that are capturing quite a bit of attention at the moment. Korg’s new Electribe and Electribe Sampler – the zenith of nearly 15 years of innovation – pack more power into our Music Production Station format than ever, and at very accessible price points. They also feature Ableton integration, which recognizes the growing trend of hardware/software integration as part of the production process. Korg is also proud to have entered the DJ Controller Market with our very first USB DJ controller: the KAOSS DJ. It’s a unique entry with a notably sleek, low profile design that fits nicely in front of a laptop and features USB Audio I/O, our KAOSS effects and touchpad control built right in, and offers instant integration with Serato DJ Intro.

BC: All of our products are hot right now, but the Intimidator Series is doing really well as are all of our Freedom wireless battery powered fixtures and our all-in-one portable lighting systems such as the Gig Bar IRC.

KD: For Numark, our new Lightwave speaker has been a runaway hit. The Numark Lightwave combines both lighting and PA categories together and this is a very exciting new space for us to be in.

For Denon DJ, we are enthusiastic about the new DS1, a breakthrough interface for users of Serato NoiseMap. The DS1 allows vinyl DJs to add digital music control into their setups easily and conveniently at a terrific low price. We are also pleased that DJ’s are embracing the Akai Professional AMX and AFX DJ controllers, where compact size and high performance are vital to a DJ’s rig.

BD: This year the ADJ Inno Pocket Spot mini Moving Head is one of our top sellers. DJs are offering bigger lightshows than ever before to their clients. With the way lighting technology has evolved, even wedding guests expect to be entertained like if they were going to see a U2 concert. The Inno Pocket Spot is an ideal product for DJs because it’s small and compact making it easy for transporting, has great built-in light shows and it’s affordable for almost any DJ. In this way, DJs are able to give the “big light show” look without the semi truckload of gear and 10 lighting techs.

DS: Hot products are our MP2015 rotary mixer for Techno and House DJs. Hot product for Hip Hop DJs is our TTM57mkII mixer.

How do sales of portable sound/production gear impact the overall market?

KD: The mobile DJ has always been a major force in the DJ category. Their need to upgrade their portable sound equipment and production gear has been a major reason why this category has continued to prosper.

BC: They help the market by making the MI dealer’s customers more successful.

JS: The current trend follows that of any technology-based market – in that products are becoming more powerful, more cost-effective, and, at the same time easier to transport and use. That combination makes the products more accessible to a broader group of consumers and this presents new opportunities. Not too long ago, if you wanted to become proficient with an instrument, or toy around with graphic design, or make music, the overall investment considered more thought. Someone looking to DJ would be faced with the challenges of getting a system that fit in their car, having a controller that they could grasp before they became frustrated with it, the learning curve and margin of error that comes with more wiring, etc. Today, smaller integrated controllers, powerful yet portable PA systems, and compact lighting all offer the ability to get out there with less stress, and less fear of making that initial investment.

More compact, easier to use products also offers the opportunity to build brand loyalty. There are more entry-level products available, and the goal is to first attract that customer looking to try his or her hand at DJing, playing piano, etc. with these products. As the consumer’s level of proficiency grows, they may look to upgrade, and it’s much more desirable to stay with a brand that you know and trust; a brand that literally has been on the road with you since the beginning of your career.

BD: Portable sound and lighting have made a massive impact on the marketing over the last 5 years. Now, DIY musicians and mobile DJs can bring their own PA and nightclub experience any were they go. They can use less manpower to set-up in a much smaller time frame than ever before. Portable powered speakers can be loaded and set-up by one person. And, LED lights consume very little power and don’t require a “cool down” time that hot halogen fixtures required at the end of a gig. All this means that guests are entertained at a higher level at any type of event.

Any product introductions of note on the horizon, or upcoming events or initiatives you’d like to share with our readers?

Brandon Ryan: Later this year we’ll be releasing a very exciting product for us – the SYSTEM-500. It’s a fully analog Eurorack synthesizer based on the legendary SYSTEM-100m and SYSTEM-700. It’s exciting to think that the sonic mojo of these almost mythical instruments will finally be available to a wide-range of musicians, with all the convenience and reliability of a modern instrument. Even more exciting is that the SYSTEM-500 will be able to integrate with the array of Eurorack modules already on the market – and we can’t wait to see what people do with it.

BD: Since we introduced out Pocket Series at NAMM 2014 this range of mini Intelligent lighting has been a great solution for mobile entertainers and small nightclubs and bars. Expect to see more from the Pocket Series in 2015. We will also be expanding our pro line with products being debuted at LDI 2015 in October.

KD: Our new top-of-the-line Numark NS7III controller is generating incredible excitement and buzz throughout the industry. This is one of our most highly anticipated new product introductions ever because of its three-screen display that can display stackable waveforms. The DS1 will be shipping in 60 days, helping bring Denon DJ customers more affordable ways to incorporate vinyl and digital music into their setup. Our customers have been eagerly waiting for this product since its introduction and we’re looking forward to their feedback once they start using it.

We will also be attending the 2015 DJ Expo Show and plan to make major product announcements this summer. Stay tuned!

BC: You will read about them first (but later) in MMR.

JS: Korg is a company that has never been afraid to “zig” when the market “zags” and has a track record of creating new categories. We have always been focused on expanding our offerings, improving our interfaces and workflows, and elating customers with fun and functional products that aid in the creative process as opposed to being an extra step towards it. And let’s just say – as I look at the roadmap for Korg – that the same holds true and more for the future product portfolio.

What are your expectations for the coming months?

BC: We will continue to see more bands and more event producers buy lighting products. For years, there was an idea that lighting meant DJ. That is no longer the case. DJs are still very important to the lighting market, but I think the industry is really beginning to appreciate that there are a great many other lighting customers, too. We are expecting a very strong 2015 overall.

KD: It will be an exciting year. We plan to introduce even more great new gear and look forward to surprising a lot of people!

BD: It appears that the economy has picked up. People are spending more on parties and events. This trickles down to be a very good thing for sound and lighting manufactures. I believe our industry will continue to pick up throughout the summer and through the end of the year.

BR: I think live electronic music will continue to grow and develop. People increasingly want to see the artists playing instruments – drum machines, pad controllers, keyboards, and mixers. And the artists definitely want to be able to share their musicality with audiences. So I expect purpose-built, performance oriented electronic instruments to play an increasingly important role in music as a whole. I also expect modular synthesis and effects to continue on their growth trajectory. We’re even seeing modular being used live. Our goal at Roland is to tie it all together. We want to create a continuum where musicians can create seamlessly in the studio and on stage using everything from computers and plugins all the way to analog modular. Analog meets digital. Hardware meets software. They should all work together in harmony.