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In January, Denon DJ made headlines when it unveiled its new Prime series of equipment. On Thursday, the company kept the momentum going by naming legendary house DJ/producer Laidback Luke as a brand ambassador.
With his addition, Denon continues its push toward becoming a serious player among DJ gear manufacturers.
In a video announcement on Facebook (see below), the Dutch legend said he will also serve as a product development consultant.
The move is in line with the company’s recent “Change Your Rider” campaign, which urges DJs to change their rider to include Denon equipment.
In the press release, Luke explained why he chose to partner with Denon: “The Denon Prime Series is an organic fit for my DJ sets. Its functionality is extremely intuitive and it’s [sic] performance delivers exactly the quality that I need.”
Denon DJ’s Brand Manager, Paul Dakeyne, also commented on the partnership:
“As one of the world’s most creative and expressive live DJ’s [sic], Laidback Luke is constantly setting the standard, raising the bar. He needs equipment that is a natural extension of his thoughts, equipment that instantly transforms his inner feelings and spontaneity into sound. The Denon DJ SC5000 and X1800 Prime units remove all performance obstacles and pushes new boundaries for Laidback Luke to explore.”
Watch Luke’s announcement below.