Sunday, January 8, 2012

ATOMIX buys djdecks - all new Virtual DJ 8 Coming

Atomix's Virtual DJ has a bad rep. We know it, and most importantly they know it too. This rep is largely based on times past when all getting a copy was as easy as a 10 second online search. But times are changing in the DJ software industry, with reputations and sales turning on a sixpence. One can hardly fail to see that as NI continue down the route of their own hardware, every new controller comes with Virtual DJ LE, and their free version continues to own the App Store. Clearly they are doing something right and putting the former rep behind them. So now is the time for Atomix to invest - to bolster their development team, and bring a whole new energy to the VDJ table. And they've done just that and snapped up Adionsoft - makers of long time skratchworx favourite djdecks.

First, the official words:
Atomix Productions Inc. announces the acquisition of AdionSoft
The acquisition of AdionSoft brings many new and exciting prospects for Atomix Productions Inc. it greatly enhances the core development strengths, which made VirtualDJ the most popular DJ program in the world: accessibility, versatility and cutting-edge technology.

Los Angeles, CA (PRWEB) Oct 25, 2011 -- © Atomix Produtions Inc, (

Atomix Productions Inc., the leading editor of software dedicated to the DJ community worldwide, today announced that it has acquired AdionSoft Inc., a top-rated provider of DJ software distributed under the brands djDecks, PCDJ Dex, and PCDJ Red Mobile.

"The acquisition of AdionSoft brings a diversity to our development that has been very beneficial. AdionSoft’s engineers have also been programming DJ software for the past 10 years, but often using different approaches and solutions.” says Stephane Clavel, CEO of Atomix. “In rebuilding VirtualDJ from the ground up for Version 8, we were able to modernize all of the ageing foundation blocks, but also to incorporate AdionSoft’s engineers different perspective on many subjects, and make sure we always choose the best approach.”

Atomix plans to make a new software, VirtualDJ 8, available to its customers in the very near future. Although the upcoming version will contain all of the features and functionality that current users are accustomed to, this new version is a complete re-write of the source code, and will contain many new features and functionalities.

"Atomix 's acquisition of AdionSoft means that VirtualDJ customers, and all previous AdionSoft customers, will all benefit from the merger of our technologies," said Gwen Roelants, co-founder and president of AdionSoft.

The DJ Software market exploded over the past years when most of the DJing industry converted to digital, and is now consolidating to three main players.

Terms of the acquisition were not announced. Details of the new VirtualDJ Version 8, including features list and release date, are not yet available.

I sat down with Andrew Van Almen from Atomix at The BPM Show and got advanced notice of this happening. The discussion felt very much like drawing a line in the sand for Virtual DJ and almost starting over. Indeed, this is backed up by the total rewrite nature of the new Virtual DJ 8 software that will come from this new alliance.

At this time, no details have been released about what this new version might bring. I'd like to think that they've had a long hard look at what the rest of the market is doing and concentrating on key areas. It's fair to say that Traktor Scratch Pro and Scratch Live have the DVS market sewn up, so I'd like to think that chucking money and resource in a shrinking (or is it more accurate to say massive controller growth?) market wouldn't be wasted in trying to gain any more market share. For me, key areas to concentrate on are library management, effects and making MIDI a much more plug and play experience. Both VDJ and djdecks already have a unique approach in being able to skin the software to match a controller. And features like sample playing has been in VDJ for a long time before anyone else did. And their effects engine does come in for quite a lot of criticism as well. And given Traktor's long awaited but still no show video capability, Virtual DJ could do well to capitalise on the headstart they have in this sector too.

If this is the rebirth of Virtual DJ that I hope it is, I'm expecting to see big things that will give the industry players something to think about. We need choice, rather than a this vs that scenario that just breeds ridiculous rivalry, when in reality it really doesn't matter what you use - just as long as you use it well and make the crowd happy.