By Kira Grunenberg

Manufacturer of hardware and software for DJ and music production, Native Instruments is already a well known and respected member of the music tech community at large. Founded out of Berlin, Germany in 1996, the company has a location in the U.S. as well, situated over in Los Angeles. Our last coverage of the company was an article on the release of their “mixer with a space age-y name,” the Traktor Kontrol Z2.

Presently, the news at hand is all about the manufacturer’s decision to branch out and expand its international team of staff. Native Instruments now has a branch location active in the Shibuya district of Tokyo. Japan being one of the most technologically driven nations in the world, it is not surprising that the company would want to place an office in the country, which will allow them to better connect with existing and potential new consumers, as well as business colleagues. The move is being described in a press release, as a way for Native Instruments to “expand [its] footprint in the crucial Japanese market for music production and DJ equipment.”

Even with an existing customer and business base in Japan, refining market strategy to fit a specific demographic after a physical move is not as quick or easy as flipping the door sign to “open.” Things are starting with a careful level of ambition, despite the existing arrangement of using a localized distributor, which has been the mode of operation for Native Instruments’s interfacing with Japan for the past 15 years. The team on site is currently at a staff of 10, plus the new General Manager, Koh Suzuki and the new location is being referred to as “Native Instruments Japan K.K.”  The company CEO, Daniel Haver, has expressed a humble recognition for Japan’s positive relationship with his business and highlights why a permanent position in this territory is a beneficial advancement:

Japanese artists and music enthusiasts have always appreciated our products and technological vision especially well, and we are excited to now move much closer to this highly inspiring environment. Our [new] Tokyo branch has profound strategic importance for our future business.

Equally respectful and optimistic is Suzuki, who is “honored to represent [what he refers to as] one of the most prominent and pioneering leaders in creative music technology.” Taking charge as the leader for this new undertaking, Suzuki is aiming to “make [patrons'] ‘NI experience[s]‘ even better” going forward.

Seeing the interesting, uncommon and sophisticated products Native Instruments is already capable of creating, the addition of a team now applying Japan’s unique technological and aesthetic point of view could considerably enhance the existing originality of Native Instruments as a whole.

Kira is an old school music nerd with a love for all things creative; always searching for music’s common ground. She graduated with an M.A. in Performing Arts Administration from New York University. Drop her a tweet @shadowmelody1

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