Did you receive the questionnaire from Native Instruments Today (Feb 5,2015)
Many believe that Native Instruments is in a little trouble spending far too much on R&D for the Traktor S8 DJ controller, which is not selling as well as expected. I for one think they made an epic mistake of not having the controller have built in software. The other mistake that has raised questions in the music industry is the absence of Native Instruments at NAMM 2015 which is the biggest music expo in the world. With Native Instruments isolating themselves from all DJ equipment manufacturers have left them trying to emulate an Apple Style ( own the hardware and the software ), it works for Apple because of the millions of followers like myself from the late 80’s. We believe in the products. Native Instruments just don’t get it!
They haven’t been creative in their product marketing…everyone knows Carl Cox isn’t going to use an S8 at Space Ibiza. We are a little more educated to know that you can’t just slap a name on a product and think we will buy it. Any DJ’s wearing BEATS to DJ? , of course not.
Serato on the other hand has been developing features to match Traktor’s. This year the licsencing Serato has been doing is mind-boggling! To name a few companies on board Numark, Pioneer, Denon, Gemini, Reloop, Akai, Allen & Heath all the big players except Native Instruments. With all these companies all on the Serato boat it’s no wonder NI is getting nervous and sending out questionnaires to find out “How are we doing”
What NI should have done is try to create a standard like the Pioneer CDJ. No one likes to lug a laptop to a gig, we just want to show up with a 256gb USB stick in our pocket! To create an all in one and not have a single units that have solid software running in them was a huge mistake. Every club and DJ have a preference for mixers and Traktor Mixer/Controller isn’t one of them….You have Pioneer, A&H and Rane, that’s it. All in one controllers are fine in the bedroom but more and more Dj’s are buying setups that rival the best club systems. My belief of the S8 backlash is that there is no jogwheels and DJ’s love the feel of touch. NI took notice that there was a shit load of X1’s and F1’s sold ….Newsflash! We used it for the FX and Hotcues and it was $200! Asking us to spend $1300 for an all in one that isn’t built very well is insane. Take for instance the tank Denon released MC4000 for $399 or the Pioneer XDJ-RX $1500 both well worth the money and has it own purpose….Again the Denon using Serato and Pioneer going it alone with Rekordbox which is free I might add. Download Here
Never the less Native Instruments will use this information on the questionnaire and try to decipher where they went wrong,but I think Serato has the upper hand in the software dept. unless NI has an ace up their sleeve and decides to release a solid unit with Traktor built-in.