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Devin Culham

Technics Recommits to DJs with Release of Black SL-1210GR Turntable

Technics has had to recently backtrack after the brand was chastised last month in a feature for The New York Times for turning its back on its hip-hop legacy.

Creative Director Hiro Morishita got into hot water with the DJ community after the Technics brand said that it was marketing "hi-fi listeners":

“Our concept is analog records for hi-fi listening...D.J.s are fine, too, but as a marketing target it’s problematic. We don’t want to sell the 1200 as the best tool for D.J.ing. The 1200 is the 1200."

The comment had a jarring effect on the dance music community, which has push Technics to clarify its marketing strategy in a press release for its latest SL-1210GR turntable. Michiko Ogawa, Director of Technics at Panasonic promised that the company hadn't turned it's back on DJs:

"The SL-1200GR and SL-1210GR combine the best of both worlds...We are sure both models will fulfill the expectations of Technics fans around the globe. Our objective was to extend our top range for audio enthusiasts as well as professional DJs."

The new black edition of the SL-1210GR offers the same great features of its original counterpart, offering a more affordable version to its professional Grand Class SL-1200G series. At $1600, the SL-1210GR will still put a dent in your wallet, but offers greater financial flexibility for DJs and music enthusiasts who can't help but gawk at the SL-1200G's $4000 dollar price tag.

For more information on the SL-1210GR head to technics.com!

H/T: DJ Tech Tools

Tags Technics
Devin Culham Staff Writer

Born and bred with the Detroit techno scene, I pledge my allegiance to the underground.

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