The Technics SL-1200 has been known as the industry standard for vinyl Djs however the company recently announced it will not be targeting the DJ market in the future.

Creative director at Technics, Hiro Morishita has branded the DJ market as “problematic” and elaborated further saying “We don’t want to sell the 1200 as the best tool for DJing, the 1200 is the 1200.”

The company has now centred its focus on hi-fi listening consumers, despite having a large fan base of vinyl DJs. Technics felt the DJ market did have enough money to help revive the brand and has concluded that targeting the wealthy population would be its best route.

Technics have now gained a new marketing campaign labelling Alice Sara Ott, a German classical pianist, as its “global brand ambassador” a step further away from the DJ community.

Back when the original SL-1200 earned its reputation among the DJ community, being used to play in  clubs, Michiko Ogawa, director of the Technics division described how he believed the new SL-1200 would be best suited to music recorded by live musicians: “Listening to records is like tea ceremony, or flower arranging,” she said, neither of which are pastimes you’d typically associate with a night out.”

Technics stopped production of the SL-1200 in 2010, but made a comeback in 2016 updating the classic deck and revealing the SL-1200G, and SL-12000GAE Grand Class, which retails for about $2,800 (£2,280).

The new Technics SL-1200G is now on general sale and you can find out more about its features on our blog