Setting the tone, for DJs everywhere


Pioneer develops and manufactures hi-tech entertainment products for the home and car – and nightclub, thanks to its DJ division. Pioneer DJ caters for the professional and “bedroom DJ” markets.

Communication challenge

Pioneer DJ wanted to create online copy, plus a series of brochures, that captured the imagination of its young, image-conscious and tech-savvy audiences. While conveying all of the technical features of the products in question, the copy also had to be accessible and easy-to-understand.


Copywriting solution

RichWords gained valuable insights into the products, and why they’re so highly regarded, by talking to Pioneer’s in-house experts and the DJs who regularly use the equipment. These discussions also exposed us to the nuances of clubbing language and DJ terminology, which proved useful when creating a tone that would engage the target market.

The final copy for the web and brochures adopted the appropriate vocabulary, without resorting to impenetrable jargon, and highlighted the real benefits of the products.


“Thanks once again for doing such great work.”

Harvi Bains, European Marketing Manager, Pioneer DJ