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Auckland software maker Serato is helping to bridge the divide between digital and analogue music, building a lucrative business and winning the respect of world-class DJs.
The Birkenhead-based company's Scratch Live product, released in 2004, allows DJs to create the "scratch" effect of moving records backwards and forwards on turntables, and create a scratch effect on computer-generated digital music.
DJ Jazzy Jeff, who pioneered scratch music, and DJ Sasha, Roni Size and locals P Money, Sir-vere and Matt Drake, use Scratch Live.
The niche product is unsuited to music purists who believe vinyl records and analogue equipment still produce the best sound.
"There is a bit of snobbery towards it, particularly in the dance scene," said Serato's project manager Dave George. "But the people who use it are forward-thinking people."
Scratch Live is popular with touring DJs, who can play music stored on their computer hard drives and "scratch" it in front of audiences to give an authentic performance.
Serato's origins lie in the musical experimentations of Steve West and A.J. Bertenshaw, former University of Auckland science students, who in 1998 developed Serato's first product, Pitch'n' Time, as a way to aid West's bass guitar playing.
West was frustrated that the pitch of the music changed when it was slowed down, making it hard to identify the notes being played. Unhappy with existing software he developed an algorithm which allowed the pitch and tone to stay the same, despite the timing changing.
The pair incorporated the algorithm into a plug-in software program for Pro Tools, the music recording and editing software, and hit industry trade shows in 1999. Pitch'n' Time quickly gathered a following.
George said the software was popular with musicians and the advertising industry where, for example, a 32-second soundtrack could be compressed to fit a 30-second ad slot without the audio changing pitch. Film-maker David Lynch and artists George Michael, New Order and the Bee Gees are Pitch'n' Time converts.
Scratch Studio Edition, which is also designed for Pro Tools followed, allowing musicians to easily lay scratch effects over music in the recording studio.
But Scratch Live is Serato's best-selling product. Software development is completed locally, with Seattle-based partner Rane making the hardware that completes the package, which sells for about US$700 ($1000).
Scratch Live uses specially cut vinyl records that play a constant signal that allows digital music to be synchronised with the vinyl records.
George said use of the product was driven by new DJs who incorporated the technology into their equipment, leading other musicians and amateur DJs to seek out Scratch Live.
Serato now employs 19 people. "We added a person a month last year. Sales are increasing exponentially each month," said George.
Serato now has software allowing scratch effects to be applied to video, and has set up a "white label" distribution service that allows music publishers to provide digital music for DJs to scratch at their live shows.
