Renowned audio software company Serato is commemorating its 25-year journey of revolutionizing the "culture of DJing and music production" by launching a limited reissue of its famous Serato Scratch Live Control Vinyl.
The New Zealand-based brand is releasing 1,500 units of the vinyl's 25th Anniversary Edition on October 1 for $49 each.
Featuring a commemorative jacket, the pair of 12-inch, 140g control vinyls will come in five classic colors: black, orange, transparent red, transparent blue, and gray marble.
Adding to the fun, each purchase will come in a random colorway to give buyers a surprise.
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The new campaign commemorates the company's history, highlighting the 2004 release of Serato Scratch Live, a first-of-its-kind vinyl system that perfectly merged the analog and digital worlds of DJing.
This innovative program allowed DJs to mix and scratch digital tracks with specially designed control vinyls or control CDs.
Since then, the brand has become synonymous with popular music, growing into a household name used by award-winning artists like A-Trak, Erykah Badu, DJ Jazzy Jeff, DJ Snake, Metro Boomin, and Questlove.
"Alongside Serato's knack for making great products, it's the creativity of the DJs, music producers and creators who use our tools that drives us forward. Our 25 year anniversary is about thanking that community, and remembering some of the iconic moments we've shared," Serato Chief Marketing Officer Alex Whitcher said in a statement to DesignRush.
"As we continue to celebrate this landmark, the campaign will shift focus toward the future with the aim of inspiring artists, from the unknown to the greatest, to create with Serato as we enter a new era for the brand," he concluded.
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According to Nick Maclaren, Serato's chief strategy officer, the company prides itself on its passion for music and technology, as well as its commitment to creating the best products for DJs and producers.
Maclaren, who was one of the first Scratch Live adopters as a club DJ in the 2000s, also highlights how the product opened up a myriad of possibilities for DJs at the time.
"As we celebrate 25 years of empowering artists through Serato’s advanced technology, we're excited for our community to experience the magic of this innovation once again with the reissue of the Serato Scratch Live Control Vinyl," he concluded.
As part of the campaign, Serato also launched "Level Up," which stars Grammy Award-winning producer Dahi, songwriter-producer TRAKGIRL, musical artist Quiana Parks, Grammy-nominated producer Hollywood Cole, and record producer DJ Craze.
The message of this initiative is simple: Serato is always going to be there "to help artists level up their craft."
From a journey to its past, Serato is ready to level up and take on the future.
Overall, the campaign is a nostalgic and triumphant view of the ground Serato has covered over its remarkable run, ending with a forward-looking approach to innovation.
Adopting ideas of excellence and a continuous movement to revolutionize music production, the campaign sticks to a brand voice that positions Serato as an industry leader today and for the decades to come.
25 Years of Music
To promote the vinyl, Serato released a minute-long video documenting the care and precision that went into pressing the vinyls at Erika Records in Buena Park, California.
The video also features a creative track that utilizes sounds and recordings from the factory floor.
Serato kept the celebration going by releasing a social media post about the brand's legacy.
Founded in 1999 by Steven West and AJ Bertenshaw, the brand hit the ground running with the launch of its legendary first product, the Pitch 'n Time, which allowed artists to change the pitch of a track while retaining high quality.
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This laid the groundwork for the company's flagship product, Serato DJ, a leading software used by hundreds of thousands of DJs all over the world.
Serato plans to continue the campaign over the next few weeks with more content focusing on the brand's most iconic moments.
In other audio news, Sony recently launched a stunning campaign for a new colorway of its flagship headphones featuring popular K-pop group LE SSERAFIM.
Editing by Katherine 'Makkie' Maclang
