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Technics SL-1200: A Story of a Brand Who Deliberately Wants to Lose Its Street Credibility

dj

Me and my SL-1210 ca.2004

I own four turntables: one set back in (OG) home in Finland and one set here in Singapore (naturally as old DJ, I count turntables in pairs). All of these turntables are Technics SL-1200. In 2010 the production for these DJ workhorses ceased, but because of the current vinyl revival Panasonic has started to manufacture them again.

Only catch: they will cost about $2800 (about four times the previous retail price of Technics Sl-1200. To put it in perspective, I have used about $1500 for all my four turntables. I have nothing against companies trying to make more money, but the bigger problem I have with them is how they are alienating the group that made them famous to begin with:

“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.”

-Hiro Morishita, Creative Director at Technics

Because of the DJ´s, sl-1200 has become one of the most well-known turntables in the world.  Now they are essentially disowning that group and trying to attract old and wealthy audiophiles. They have German classical pianist Alice Sara Ott as their global brand ambassador. They used to sponsor DJ championships before.

I have nothing personally against Alice, but I have seldom seen brands so totally disowning their heritage. Also it seems counterintuitive that when brands are struggling to target millennials and younger audience you have a company that has a great opportunity with that tricky target audience and totally neglecting to take advantage of it.

Vinyl sales are growing among millennials, hip-hop is worldwide phenomenon and DJs are biggest music superstars. You have a product that is naturally ingrained to all these trends. Many brands don´t have street credibility and try to borrow it. Technics Sl-1200 would need to borrow it, but instead they have pivoted to weird direction.

Not to mention, they don´t also have credibility in audiophile audience.

Technics SL-1200 has never been known for being the best hi-fi turntable and with their current price tag you can get turntables with better sound quality. The cultural cache that Technics Sl-1200 has does not really expand to hi-fi enthusiasts. If you are listening to Alice Sara Ott, you don´t really care who is Grandmaster Flash or that he used to use exact same turntable. Only people I know that have modified tonearm or power supply in SL-1200 (well-known not particularly good sound quality items in Technics Sl-1200) are old DJ´s. Would not seem that of a stretch for them to acknowledge the DJ heritage but do an improved version for the nostalgic old DJ´s and the DJ-minded audience. I would assume the sales would be better than with the new version.

I am loyal to my Technics Sl-1200 as long as I listen to vinyl, but I would never buy the new SL-1200G. Luckily the thing why DJ´s loved these turntables are that they are almost unbreakable so I don´t really need to acquire new ones.

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