Los Angeles had long been a center for DJ culture and turntablism. In 2002, Serato attended the National Association of Music Merchants (NAMM) convention in Anaheim, Los Angeles to demonstrate the Scratch Studio Edition system. Serato then went on to produce Scratch Studio Edition, a plug-in for Pro Tools enabling users to scratch any digital sample or sound file on their computer using their existing turntables or mouse as the controller. After several user trials and development iterations, they settled on what is now called the Serato NoiseMap. West and Bertenshaw continued by studying the RIAA curve on vinyl records to determine how to develop a different timecode that would produce a more accurate result. Initially the concept of a standard timecode being pressed onto vinyl records to control audio playback was investigated however, when compared to the sound of scratching and manipulating actual vinyl, the result was deemed audibly unsatisfactory. What was now called "Serato" decided to develop this further. Bertenshaw eventually produced a working prototype of a piece of software that enabled a user to do this with a CD. It was in the year 2000 that West and Bertenshaw started investigating and experimenting with the idea of "scratching" music with a mouse. The next couple of years were dedicated to the marketing and distribution of the Pitch ‘n Time plug-in internationally. With the algorithm, Bertenshaw and West developed Pitch ‘n Time a plug-in for Digidesign (now Avid) Pro Tools and Apple Logic for timestretching and pitch-shifting. For Sony Pictures, West's algorithm would mitigate the need for re-shooting scenes, re-recording entire orchestras or discarding existing recordings to correct errors essentially revolutionize their workflow. The response was overwhelmingly positive and the demonstration was extended to the wider engineering department. Alan quickly decided to approach Sony Pictures and organize a meeting with an engineer to demonstrate West's algorithm. On a trip to Los Angeles in 1998, Alan Bertenshaw (father of A.J) stumbled upon an article about Sony Pictures in the local newspaper. Bertenshaw, co-founder of Serato, persuaded West to sell his algorithm rather than give it away for free. In 1997 Stephen West, co-founder of Serato, created an algorithm to adjust playback speed independent of the pitch. Their current feature product, Serato DJ, is an amalgamation of Scratch Live's DVS technology and the DJ controller support of ITCH, supporting popular hardware from international manufacturers such as Pioneer, Numark, Rane, Denon, and Reloop. Īs of 2014, Serato's products are the dominantly used products in the American DJ market and a worldwide industry standard in the DJing, utilized by the most renowned DJs in the world such as Cashmere Cat, DJ Premier, DJ Z-Trip, DJ Jazzy Jeff, Mix Master Mike, Damian Siurek, DJK (Adorn Sound) and many more. Serato entered the DJ Controller market in 2008 with the launch of ITCH, an application similar to Scratch Live but dedicated to supporting selected DJ Controllers instead of DVS hardware. Serato began by working with Washington-based Rane Corporation to develop the first Scratch Live supported hardware, the Rane SL1, during which, Serato developed the NoiseMap control vinyl to complete the system. The NoiseMap is pressed into a control vinyl or CD and the signal is captured by an external sound card which is then used to manipulate digital music on the user's computer. The software utilizes specialized timecoded audio called the Serato NoiseMap. ![]() ![]() They then focused on the evolving vinyl emulation software market, developing the first release of Serato Scratch Live (SSL) in 2004. ![]() Serato was founded in 1998 by Stephen West and AJ Bertenshaw who developed a timestretching and pitch-shifting Pro Tools plugin, Pitch 'N Time. Serato Audio Research is a software company headquartered in Auckland, New Zealand, that specializes in signal processing, production, and professional performance tools for DJs.
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