It all began with the invention of the phonograph in 1877 which itself was by accident and had nothing to do with music. Edison’s original idea (phonograph) was advanced with Emile Berliner’s design that used a flat disk to record sound (gramophone). Further, the Victor Talking Machine Company acquired Berliner’s gramophone and method for duplicating records, thus establishing the record technology into the mainstream. From the first time a record was played over the airwaves in 1906 to a modern club economy that totals $3 billion annually in New York city alone, the disc jockey (DJ) has been at the centre of popular music. The DJ is now a premier entertainer, producer, businessman, and musician in his own right. Superstar DJs, from Paul Oakenfold to Paul Van Dyk and Digweed, command worship and adoration from millions, flying around the globe to earn tens of thousands of dollars for a night’s work. From England’s rabid Northern Soul scene to the birth of disco in New York, from the sound systems of Jamaica to the scratch wars of early Hip-Hop in the Bronx, from Chicago House to Detroit Techno to London Rave, DJs are responsible for most of the significant changes in music over the past 40 years. Founded in 1946, Stanton Magnetics located in LA, USA is an industry leader in the design and manufacture of professional audio products for clubs and mobile DJs and turntablists. The company’s product range includes turntables, high-performance cartridges, CD players, DJ mixers, accessories and Final Scratch — a breakthrough system which allows DJs to play, mix and scratch music files from their computers using standard turntables. When Bipen Dewan one of the distributors of Stanton Magnetics products in the subcontinent was in the capital we caught up with him for a little tête-à-tête. Dewan, an erstwhile DJ, got involved with Stanton Magnetics about two years back. “On January 19, Stanton launched 15 new products in Orange County, California,” he informs. Among these was the latest version of Final Scratch. Until recently, MP3 DJing meant mousing around on a PC screen — fine for a wedding DJ but not really enough for your average turntable hero. Enter Final Scratch, a system that turns standard DJ turntables into a control console for manipulating MP3s. Using a special vinyl record containing a digital time-code, Final Scratch reads the movement of your record deck and plays your chosen MP3 as if it were a song sitting on the platter — exactly matching any changes in position, speed or direction. Now the nerdiest computer freak can play like a Bronx-born turntablist. Techno big-hitters Richie Hawtin and John Acquaviva are its exuberant ambassadors in the US; in the UK all the big clubs have bought a set-up, as have big names like Carl Cox and Norman Cook. International DJ and producer Paul Van Dyk who nabbed a Grammy nomination for Best Electronic/Dance Album for his latest release, ‘Reflections’, was voted “America’s Favourite DJ” for 2004 by BPM Magazine, the big winner at the 2004 Dancestar Awards and the winner of the Mexican Oscar for his soundtrack in the film ‘Zurdo’ in 2004, has also endorsed Final Scratch 2. “So has Tiesto,” says Dewan with pride. A lot is being done to promote these products. One of these is the DJ workshop, which is held all over the subcontinent. “The idea was completely mine,” says he with pride. The first ever workshop in the continent was held in Bangalore “about a year and a half back, then Maldives, Colombo, Chennai and Kathmandu.” Their next destinations are Delhi, Mumbai and Kolkata. The workshop is a three-weeks advanced course and is the only one in the subcontinent that gives its graduates an American endorsed certificate. “We have nothing to do with the profits that the workshops make.” So what’s in it for them? “This is a way for us to market our products to the students and organisers,” Dewan clarifies, “We offer 10 to 15 per cent off on the regular market price for our students and provide instalment facilities as well.” For those who cannot afford the equipment, “We’ve opened labs where they can practise under the guidance of experts for Rs 300 an hour.” They’ve conducted 12 of these workshops in the subcontinent so far. The first workshop they organised in Kathmandu in September 2004 saw an enrolment of 21. “Though we didn’t manage to make any sales, we still see a lot of potential here, that’s why we’re conducting yet another workshop sometime in mid-March.” When asked what makes Stanton stand apart Dewan is quick to answer, “We compete with the best industry standards.” There is usually no backup service in the subcontinent but, “we provide that on all our products.” Another aspect is the pricing, “Good pricing,” says Dewan, “Excellent!” Besides that, “We have been leaders in cartridges that gives us an edge over other companies, plus our products are sturdy and the quality is exceptional.” Club Galaxy and DJ Ankit at Everest Hotel have been branded by Stanton as their recognised club and DJ and Final Scratch 2 will be installed at Club Galaxy soon. For those who understand the art of DJing, here we go!