![]() ![]() The next couple of years were dedicated to the marketing and distribution of the Pitch ‘n Time plug-in internationally. With the algorithm, Bertenshaw and West developed Pitch ‘n Time a plug-in for Digidesign (now Avid) Pro Tools and Apple Logic for timestretching and pitch-shifting. For Sony Pictures, West's algorithm would mitigate the need for re-shooting scenes, re-recording entire orchestras or discarding existing recordings to correct errors essentially revolutionize their workflow. The response was overwhelmingly positive and the demonstration was extended to the wider engineering department. Alan quickly decided to approach Sony Pictures and organize a meeting with an engineer to demonstrate West's algorithm. On a trip to Los Angeles in 1998, Alan Bertenshaw (father of A.J) stumbled upon an article about Sony Pictures in the local newspaper. Bertenshaw, co-founder of Serato, persuaded West to sell his algorithm rather than give it away for free. ![]() In 1997 Stephen West, co-founder of Serato, created an algorithm to adjust playback speed independent of the pitch. Their current feature product, Serato DJ, is an amalgamation of Scratch Live's DVS technology and the DJ controller support of ITCH, supporting popular hardware from international manufacturers such as Pioneer, Numark, Rane, Denon, and Reloop. Serato entered the DJ Controller market in 2008 with the launch of ITCH, an application similar to Scratch Live but dedicated to supporting selected DJ Controllers instead of DVS hardware.Īs of 2014, Serato's products are the dominantly used products in the American DJ market and a worldwide industry standard in the DJing, utilized by the most renowned DJs in the world such as Cashmere Cat, DJ Premier, DJ Z-Trip, DJ Jazzy Jeff, Mix Master Mike, Damian Siurek, DJK (Adorn Sound) and many more. Serato began by working with Washington-based Rane Corporation to develop the first Scratch Live supported hardware, the Rane SL1, during which, Serato developed the NoiseMap control vinyl to complete the system. The NoiseMap is pressed into a control vinyl or CD and the signal is captured by an external sound card which is then used to manipulate digital music on the user's computer. The software utilizes specialized timecoded audio called the Serato NoiseMap. They then focused on the evolving vinyl emulation software market, developing the first release of Serato Scratch Live (SSL) in 2004. Serato was founded in 1998 by Stephen West and AJ Bertenshaw who developed a timestretching and pitch-shifting Pro Tools plugin, Pitch 'N Time. ![]()
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