DJ TechTools
DJ TechTools is a San Francisco-based direct-to-consumer retailer serving DJs and music producers with proprietary Midi Fighter controllers, Chroma Caps, Chroma Cables, and Chroma USB drives, alongside curated third-party DJ and production gear and a supporting community blog and forum.
- Company typePrivate
- Founded2013
- HeadquartersSan Francisco, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What DJ TechTools does
DJ TechTools is a privately held, founder-operated e-commerce retailer headquartered in San Francisco that serves DJs and music producers with a mix of proprietary hardware and curated third-party gear. The company was founded in 2007 (per firmographics; product history references 2013 as a key retail milestone) and operates with a stated staff of approximately 5 DJs, positioning itself in opposition to corporate competitors in the DJ equipment space. Its proprietary product line centers on the Midi Fighter sub-brand of customizable MIDI controllers (Midi Fighter Twister at $269.99, Spectra at $239-$249, and Midi Fighter 64 at $499.99), the Chroma line of replacement knobs and fader caps with 18 color variants (starting at $2.19), Chroma USB and audio cables, and a recently introduced Chroma USB drive for DJs. The company claims to have sold over 1,000,000 Chroma Caps to approximately 75,000 DJs since 2013, with a 4.89/5 average rating across 8,042 verified customer reviews.
The business model is direct-to-consumer hardware retail paired with a content and community layer. Revenue streams include (1) proprietary hardware sales, (2) a curated third-party catalog of DJ controllers, mixers, standalone players, turntables, headphones, speakers, synthesizers, audio interfaces, and production software from brands such as Pioneer DJ, Denon DJ, Roland, Allen & Heath, AlphaTheta, Rane, Numark, and Hercules (with items ranging from entry-level to $8,897 bundle SKUs), (3) digital products including Mad Zach and Ill Gates sound packs, finger drumming tutorials, and master classes priced $4.99-$119, and (4) accessories and apparel including gift cards from $25 to $300. Distribution is via the DTC storefront at store.djtechtools.com using DHL and FedEx with free shipping on most US orders, alongside an authorized dealer/reseller network, Affirm financing for orders over $50, a 1-year warranty on proprietary products, and a 30-day return policy.
Customer-facing marketing combines a content hub (djtechtools.com blog), a community forum (forum.djtechtools.com), email newsletters, and testimonial-driven social proof; the segment strategy is horizontal across DJs and music producers as primary personas, with electronic live performers as a secondary use case. Ean Golden is identified as CEO. No institutional funding, parent company, subsidiaries, M&A, or regulatory actions are disclosed in the source data, and key management team detail beyond the CEO is not provided.
DJ TechTools firmographics
Firmographics- Name
- DJ TechTools
- Legal name
- DJ TechTools
- Website
- https://store.djtechtools.com
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- DJ TechTools is a San Francisco-based direct-to-consumer retailer serving DJs and music producers with proprietary Midi Fighter controllers, Chroma Caps, Chroma Cables, and Chroma USB drives, alongside curated third-party DJ and production gear and a supporting community blog and forum.
- Ownership category
- akta.pro rank
DJ TechTools industry classification
Industry- Product category
- DJ Equipment and Music Production Hardware
- NAICS
- Musical Instrument and Supplies Retailers (45914), Audio and Video Equipment Manufacturing (33431)
- akta.pro primary industry
- DJ Equipment & Electronic Music Gear Retail (CRALAEAD)
- akta.pro secondary industries
- DJ & Performance Gear (Controllers, Turntables, CDJs, Mixers) (MPAIAJAC), Music Production Hardware (Synthesizers, Drum Machines, Samplers, MIDI Controllers) (MPAIAJAE), Instrument & Pro Audio Retail (Online/Brick-and-Mortar) (MPAIAJAH)
Keywords
Where DJ TechTools is headquartered
LocationHeadquarters
- HQ city
- San Francisco
- HQ country
- United States
- HQ region
- North America
Markets served
DJ TechTools business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Proprietary Hardware Sales: Sale of proprietary DJ TechTools branded products including Midi Fighters (Twister, Spectra, 64), Chroma Caps, Chroma Cables, and accessories. One-time hardware purchases with warranty support.
- Third-Party DJ Gear Sales: Curated online boutique selling DJ controllers, mixers, standalone players, turntables, headphones, speakers, synthesizers, and production equipment from brands like Pioneer DJ, Denon, Roland, AlphaTheta, Rane, and others.
- Sound Packs & Tutorials: Digital products including sound packs, finger drumming tutorials, and master classes. Includes Mad Zach Sound Packs, Ill Gates Performance Sound Packs, and DJ TechTools Live Master Classes.
- Books & Apparel: Sale of DJ and production-related books and branded apparel including Midi Fighter T-shirts and gift cards.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Midi Fighter Twister - $269.99 |
| One time/ perpetual license | Pay-as-you-go | Midi Fighter 64 - $499.99 |
| One time/ perpetual license | Pay-as-you-go | Midi Fighter Spectra - $239.00-$249.00 |
| Unit Pricing | Pay-as-you-go | Chroma Caps - Starting at $2.19 |
| Unit Pricing | Pay-as-you-go | Chroma Cables USB-C to C - from $20.99 |
| One time/ perpetual license | Pay-as-you-go | Gift Cards - $25 to $300 |
| One time/ perpetual license | Pay-as-you-go | Third-Party DJ Gear - Up to $8,897.00 |
| One time/ perpetual license | Pay-as-you-go | Sound Packs - $4.99 to $119.00 |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels6 records
DJ TechTools product offering
Product offeringCore offering
DJ TechTools operates a direct-to-consumer e-commerce boutique selling its own branded DJ hardware accessories — Midi Fighter MIDI controllers (Twister, Spectra, 64), Chroma Caps replacement knobs and faders, Chroma USB cables, Chroma USB drives, and protective cases/covers — alongside a curated selection of third-party DJ and music production gear from Pioneer DJ, Denon DJ, Rane, AlphaTheta, Allen & Heath, Roland, and others. The company also sells digital content such as sound packs, finger drumming tutorials, and master classes, plus branded apparel and books, targeting individual DJs and music producers globally.
Product overview
DJ TechTools is an online boutique retailer specializing in DJ and music production gear. The company offers a curated portfolio consisting of its own branded products (Midi Fighter controllers, Chroma Caps knobs and faders, Chroma Cables, Chroma USB drives, and accessories) alongside a highly curated selection of third-party DJ gear including controllers, mixers, standalone players, turntables, headphones, speakers, and music production equipment. They also provide digital content through sound packs, tutorials, and master classes. The business is operated by DJs and focuses on serving the DJ and producer community with quality accessories and professional equipment.
Differentiator
Problem solved
Functional benefit
Brands
- Chroma: Brand for custom replacement DJ knobs, faders, cables, USB drives, and accessories
- Midi Fighter
Products and services
- Midi Fighter Twister A 4-bank rotary-encoder MIDI controller with 16/32 assignable high-resolution encoders, RGB-lit indicators, and a built-in step sequencer. Designed for DJs and producers for live performance and studio workflows, optimized for Ableton Live and other class-compliant DJ/production software.
- Midi Fighter Spectra A 4-pad MIDI controller with RGB backlit pads and customizable color-coding per pad, intended for triggering samples, finger drumming, and live performance with LED visual feedback.
- Midi Fighter 64 A 64-pad MIDI controller grid with velocity-sensitive pads and RGB LEDs, designed for finger drumming, sample triggering, and live performance with extensive customization.
- Chroma Caps Custom replacement knobs and fader caps for DJ and production gear, available in 18 colors including Luma Glow (glow-in-the-dark) and Chrome metallic options. Sold unit-by-unit with a fit guarantee and 30-day returns.
- Chroma Cables Quality USB cables in multiple connector types (USB-A to B, USB-C to B, USB-C to C) and various lengths (0.25m to 2m), available in multiple colors with bundle discounts.
- Chroma USB Drive for DJs A USB 3.2 drive designed specifically for DJs with dual connectors (USB-A and USB-C), optimized for use with Rekordbox and other DJ software for transporting performance libraries.
- Chroma Case for Midi Fighter Protective cases designed for Midi Fighter Twister, Spectra, 3D, and Classic controllers, sold as branded accessories.
- Chroma Cover for Midi Fighter Protective dust covers for Midi Fighter controllers, shielding devices from dust and scratches during transport and storage.
- Midi Fighter Stands Desktop stands designed for Midi Fighter controllers for ergonomic positioning during live performances and studio use.
- Sound Packs & Tutorials Digital products including Mad Zach Sound Packs ($29.99–$119.00), Ill Gates Performance Sound Packs, finger drumming tutorials (from $10.00), and DJ TechTools Live Master Classes ($59.00–$89.00).
- Third-Party DJ Controllers Curated selection of DJ controllers from brands including Pioneer DJ, Rane, Denon DJ, Hercules, Numark, and AlphaTheta across beginner to professional price points, sold through the DJ TechTools store.
- Third-Party DJ Mixers Professional DJ mixers from Pioneer DJ, Denon DJ, Allen & Heath, Rane, Numark, and Headliner, including rotary mixers, club-standard mixers, and battle mixers.
- Third-Party DJ Standalone Players Professional standalone DJ players including Pioneer CDJ/XDJ series and Denon DJ Prime series, allowing DJs to perform without a laptop.
- Turntables & Accessories
Quantifiable outcome
- Over 1,000,000 Chroma Caps sold to 75,000 DJs since 2013
- +1 more outcomes
Companies that use DJ TechTools
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles1 record
DJ TechTools technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration12 records
Feature6 records
DJ TechTools partnerships and signals
Strategic signalScale indicators3 records
Recent moves4 records
Expansion highlights5 records
DJ TechTools competitors and assessment
Company assessmentDirect peers
- Rane: DJ hardware maker known for the Sixty-Two/Twelve and Performer series controllers plus battle mixers. Sold through DJ TechTools and competes directly in DJ controller and mixer categories.
- Numark: Long-standing DJ controller and mixer manufacturer (Mixtrack, NS-series, Scratch). Competes in entry-level and prosumer DJ hardware and is also sold through DJ TechTools' retail storefront.
- Allen & Heath: Premium mixer manufacturer (Xone series, PX, DB4) used by professional DJs and clubs. Carried as curated retail by DJ TechTools and competes in the performance-controller category.
- Hercules DJ: Mass-market DJ controller maker (DJControl, DJMonitor) popular with beginners and mobile DJs. Direct competitor in entry-level DJ controllers and an overlapping customer base with DJ TechTools.
- Novation: MIDI controller maker (Launchpad, Launchkey, Circuit) owned by Focusrite. The Launchpad line competes head-on with Midi Fighter Spectra and 64 for finger-drumming and live performance use cases.
- Akai Professional: Manufacturer of MIDI controllers (MPK series), MPC drum machines, and performance pads. Directly competes with Midi Fighter in the pad-controller and finger-drumming segment.
- Native Instruments: Major music technology company producing Maschine, Traktor controllers, and Komplete production software. Competes with Midi Fighter in the MIDI/performance controller category and is integrated into DJ TechTools' curated retail.
- Pioneer DJ (AlphaTheta): Market-leading DJ hardware manufacturer producing CDJs, DJ controllers, mixers, and rekordbox software. DJ TechTools retails Pioneer DJ products and competes in the same controller/accessory category through Midi Fighter.
- Denon DJ: Professional DJ hardware brand owned by inMusic, producing Prime series standalone players, controllers, and mixers. A key third-party brand carried by DJ TechTools with overlapping buyer segments.
Broad incumbents
- Sweetwater: Largest US online retailer of musical instruments, DJ gear, and pro audio. A broader incumbent competing with DJ TechTools' curated retail across many of the same third-party SKUs, though without DJTechTools' proprietary products or niche-community focus.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
DJ TechTools social profiles
Digital presenceDJ TechTools financial estimates
Financial estimateRevenue estimate
Valuation estimate
DJ TechTools leadership team
Management profileNumber of profiles
Profiles1 record
DJ TechTools funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
DJ TechTools M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about DJ TechTools
What does DJ TechTools do?
DJ TechTools operates a direct-to-consumer e-commerce boutique selling its own branded DJ hardware accessories — Midi Fighter MIDI controllers (Twister, Spectra, 64), Chroma Caps replacement knobs and faders, Chroma USB cables, Chroma USB drives, and protective cases/covers — alongside a curated selection of third-party DJ and music production gear from Pioneer DJ, Denon DJ, Rane, AlphaTheta, Allen & Heath, Roland, and others. The company also sells digital content such as sound packs, finger drumming tutorials, and master classes, plus branded apparel and books, targeting individual DJs and music producers globally.
Is DJ TechTools a public or private company?
DJ TechTools is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was DJ TechTools founded?
DJ TechTools was founded in 2013. It employs 1 to 10 people.
Where is DJ TechTools based?
DJ TechTools is headquartered in San Francisco, United States, in the North America region.
How does DJ TechTools make money?
Four revenue lines are on record. Proprietary Hardware Sales are the primary driver. The others are third-Party DJ Gear Sales, sound Packs & Tutorials and books & Apparel.
Who are DJ TechTools's main competitors?
Direct peers on record are Rane, Numark, Allen & Heath, Hercules DJ, Novation, Akai Professional, Native Instruments, Pioneer DJ (AlphaTheta) and Denon DJ. Sweetwater is listed as a broad incumbent.
Does DJ TechTools have an API?
No public API is recorded for DJ TechTools.
What industry is DJ TechTools in?
DJ TechTools's product category is DJ Equipment and Music Production Hardware. Its primary akta.pro industry code is CRALAEAD, DJ Equipment & Electronic Music Gear Retail, with a secondary code of MPAIAJAC, DJ & Performance Gear (Controllers, Turntables, CDJs, Mixers). Its NAICS code is 45914.