Serato

Serato is a music software company originating from Auckland, New Zealand, established in 1998 by founders Steve West and AJ Bertenshaw. The company's inception traces back to 1997 when West, a University of Auckland student, developed a groundbreaking algorithm to slow down bass guitar solos without altering their pitch, a personal project to aid his own musical learning. Bertenshaw, a fellow computer science student, recognized the commercial viability of this technology, leading to the formation of the company.

Their initial product, Pitch 'n Time, launched in 1999 and became a pivotal tool for time-stretching and pitch-shifting audio. While initially met with resistance from music hardware firms, it found significant success in Hollywood's film industry for audio post-production. This early success provided the foundation for Serato to enter the DJ market. A significant milestone was the 2004 partnership with Rane Corporation to release Serato Scratch Live, a digital vinyl system (DVS) that transformed the DJ industry. This system allowed DJs to control and mix digital music files on a computer using special time-coded vinyl records, bridging the gap between analog feel and digital convenience.

The company's business model centers on developing high-quality audio software and partnering with leading hardware manufacturers. Revenue is generated through software sales, subscription models for premium features and expansion packs, and licensing its software to hardware companies like Pioneer DJ, Rane, Denon, and Roland. This strategy ensures tight integration between Serato's software and a wide array of DJ controllers and mixers, creating a broad user ecosystem. Serato serves a global community of millions, from amateur DJs and bedroom producers to professional musicians and festival headliners across 190 countries.

Serato's product line has evolved significantly over the years. The flagship offerings are Serato DJ Pro, a feature-rich platform for professional DJs, and Serato DJ Lite, a free, entry-level version. Key features include visual waveforms for beatmatching, sample players, extensive effects, and the ability to record and share mixes. A standout feature is Serato Stems, which allows for real-time isolation of vocals, bass, melody, and drums from a track. Beyond DJing, Serato has expanded into music production with products like Serato Studio, an intuitive beat-making software, and Serato Sample, a powerful sampler plugin leveraging the original Pitch 'n Time algorithm.

Keywords: DJ software, music production software, Serato DJ Pro, Serato DJ Lite, Pitch 'n Time, digital vinyl system, DVS, music technology, audio software, turntablism, beatmatching, Serato Stems, Serato Sample, Serato Studio, DJ controller integration, Rane, Pioneer DJ, music mixing software, audio effects, digital DJing, beat making, audio sampling, time-stretching, pitch-shifting