Serato
Our Role in the Future of Music
Project: Insights + Strategy
Locations: NYC, LA
Timeline: Sept. - Dec. 2023
The Context
Since its inception in 1999, Serato has been at the cutting edge of audio software innovation, enabling DJs, producers and artists to create and perform in new ways.
In 2022 and 2023, Serato introduced its real-time stem-splitting technology Serato Stems across its product range, to global and industry acclaim. However, much of Serato’s brand equity today still comes from the early days of ‘Scratch Live’ when they led the movement from traditional vinyl DJ’ing toward digital vinyl systems through its disruptive innovation. With the landscape of music and artists’ needs changing, Serato asked… “What do our users need and want from us, now?”
The Problem
A legacy music technology brand doesn’t know what its brand positioning is for a generation of consumers.
The Solution
A 2024 brand positioning and marketing strategy based on a the needs and desires share by existing and new consumers.
The Process
We sought to understand the direction Serato was headed internally before we tapped experts across the music industry, education, culture, and philanthropy. With Serato’s internal vision, desk research, and the insights from experts, we conducted quantitative research to get a macro sense of consumers’ views and motivations, and qualitative research in the form of ethnographies that delved into the lives of everyday Serato users.
The Apertus
Our ethnographic explorations uncovered a wealth of insights that formed a new ideation construct for Serato. It’s a long way out, but in a few years time you’ll see a new presence and technology emerge that were conceived of in studios, day parties, and apartments.