Who wrote what, who filmed what and how much was exchanged for what ends is not disclosed. The article is also mostly written in one of RA’s distinctive voices, which might be compared to a 3rd year philosophy student explaining what he studies to his dumb parents. It’s actually pretty good sponsored content, in the sense that the real goal of most sponsored content is to be confused with actual editorial content. You might have missed the blue-on-black text on a laptop or desktop computer (it’s more visible on mobile) but the entire piece is “sponsored by Pioneer DJ,” a disclosure which has been included on an image file and not in the text of the article itself, rendering its origin as paid-for content blind to search engines. If that sounds like canned ad copy, it kinda is. The story consists of 5 short videos demo’ing the CDJ-3000, though we are advised that “online pictures and videos don’t do the 150 percent brighter, 720p screen justice, while testing improved audio fidelity and processing power is difficult to communicate with an online video.” Rather than relying on demos, seeding reviewers and publications with access, buying ads and shooting celebrity DJ testimonials, Pioneer is just straight up buying coverage on the world’s leading dance music websites.įirst came Resident Advisor, with their story modestly titled “ Understanding the CDJ-3000.” There is no byline on the story, though it is published as a “feature” along with their artist interviews and scene reports. If it’s not clear who’s supposed to be buying these things, what is clear is Pioneer has taken a novel technique to marketing. Unfortunately, the paid coverage is all that there is. Pioneer is just straight up buying coverage on the world’s leading dance music websites. But what club (most of which haven’t had a paying customer in over six months) is seeking an upgrade right now? And for $2,300 each? And if not DJs, then clubs that are undergoing a periodic upgrade of their DJ booth. In normal circumstances you could imagine this being targeted to DJs. Today, with 10pm bar closings ordered in New York, Chicago and other cities around the world owing to the COVID-19 pandemic, you might wonder what the market for a new $2,300 turntable actually is. Pioneer launched the CDJ-3000 in September - a time we might now look back on nostalgically as a period when at least a few people could fit into a few bars to listen to a few records for a few hours. Because at a time when DJs’ income is reduced to pennies on the dollar - and for many, literally nothing - Pioneer announced the new CDJ-3000, the latest iteration of Pioneer’s digital DJ line. It’s hard to imagine worse timing to launch a $2,300 turntable, other than perhaps hawking them at your grandmother’s funeral… to your grandmother.
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