Native Instruments, the creators of DJ software Traktor, is under new ownership. In January 2021, it was announced that Native Instruments, EMH Partners, and Francisco Partners are selling the majority shares to the investment firm Francisco Partners. What could it mean for Traktor and the world of professional touring DJs who have made their names using it?
DJ software changes
This official forum post points to the future building of some type of “Google One” version of Native Instruments called “One Native”. Native Instruments openly states their aim to create a “seamless user experience”, one which is based on community needs. All standard corporate waffle, by the sounds of it, and somehow generally well-received by the commenters. But where does Traktor fit into it all?
The future of Traktor
Development on Traktor has basically ground to a halt in recent times. In the latest announcement, there was no mention of the DJ software, with most of the news focusing on their Maschine and Komplete platforms. In the reshuffle, will Traktor be able to keep up with the more rapidly developing competition, or is it on the way to becoming abandonware? There are many choices for software DJs!
Allen & Heath to purchase Traktor?
All we’ve had are rumors, but the idea has been floating around that Allen & Heath might purchase the Traktor division of Native Instruments. This makes far more sense given the relative brand awareness and DJ-friendly support of Allen & Heath. Traktor may have been a reason to jump aboard the Native Instruments ship years ago. But now it seems to have fallen into disrepair. A buyout and overhaul by A&H would be largely welcomed by DJs who use Traktor.
Companies which thrive by selling digital products do so by measuring their users in precise detail and by incentivizing repeat payments over once-off purchases. By the sounds of it, Native Instruments is gearing up to lock their existing users into some kind of subscription model. Let’s wait and see. While you’re waiting, how about checking out the free preview video of the DJ Courses Online Traktor course?