Pioneer DJ to AlphaTheta: 8 theories behind this huge brand name

Pioneer DJ, under AlphaTheta Corporation since 2020, plans to launch new products branded as AlphaTheta this week. What could explain it? It alludes to a possible contractual end to using the Pioneer name or the desire for a fresh identity unassociated with Pioneer's financial struggles.

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Announcement from Pioneer's parent company AlphaTheta : r/PioneerDJ