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New Tech Store Selecta is Dubai’s Professional Playground for DJs

07/10/20211348 views0

Buying DJ gear in Dubai just got a whole lot more fun. New tech store Selecta invites DJs – amateur and professional – to test kit to the max. They can feel and hear how the kit performs on real nightclub and festival soundsystems rigged up in store.

Open now in Al Quoz, Selecta is the brainchild of Hassan Alwan and Daniel Ball. They also run UAE audio-visuals company Levels, which predominantly serves the entertainment and hospitality sector. When the industry was forced into a Covid-induced hiatus, their minds went to work. Selecta is the result – a physical bricks and mortar store that makes testing and buying DJ equipment a highly interactive experience. Co-founder Hassan Alwan gives iamCrü the inside info…

What’s the concept behind Selecta?

We’re taking the DJ equipment retail experience to the next level. We want our guests and the DJ community to get a true feeling for the power of DJ equipment. What does it feel like to play with a particular model of DJ equipment in a nightclub or festival? Well, now they can find out before making a decision on what to purchase.

The store has 12 DJ stations featuring the latest in DJ technology. All stations are fully active and backed by a high grade speaker monitoring system. Our main feature is the nightclub DJ booth. It’s a state-of-the-art DJ booth designed and manufactured for nightclubs and festivals, supported by two 18” sub-woofers and two 12” speaker tops of the highest caliber for monitoring. Our main PA system features an L-Acoustics soundsystem, including two 21” subwoofers and two 15” speaker tops, directed towards the listening area. Guests can gather in the listening area and experience the power of the L-Acoustics soundsystem.

Is Selecta a Covid baby?

Yes, the idea came about during Covid. The hospitality sector came to a halt during the Covid lockdown period. However, we saw a significant uptake from our end-user customers for DJ equipment. This uptake in demand, along with our passion for DJing and music, pushed us to explore the idea.

How are DJs in Dubai and the UAE reacting to the store?

The response is very positive. During the planning and construction phase, there were moments when we questioned ourselves. We wondered if an interactive experience approach to a DJ equipment retail shop would resonate with the music community. We’re really happy to have gone with our gut feeling. The reaction has been great. The general response is one of disbelief that this has not been done before.

Aside from the usual manufacturers, can you walk us through some of the other hardware in the store?

Most people are familiar with the likes of Pioneer DJ, Denon, Allen & Heath, Rane and Numark. We work closely with those manufacturers. But the world of DJ technology is larger than many people assume. There are some amazing new technologies being developed.

We work with AIAIAI, who manufacture high quality and sustainable headphones. MWM manufactures a product called Phase, which has revolutionised the DJ controller market. There is also NEO from Japan, who have become the industry standard for high quality and durable cables and accessories.

Testing kit at Selecta DJ store — Testing kit

What’s the process… do DJs need to book in advance or can they just walk in and test the kit?

Anyone can come in at any time. Our DJ booths and equipment are always on and ready to be played. Bring your music with you and come through.

Selecta DJ store co-founder Hassan Alwan — Hassan DJing

Is it accurate to call Selecta a professional playground for DJs?

Definitely. The community element is so important to us. I’ve been working at clubs, playing gigs, throwing parties and running a label for over 20 years. I’ve always felt that a venue for the community, outside of clubs and festivals, has been missing. Selecta is a space for the DJ, producer and music community to get together, learn from each other, jam and test out material, and hang.

What’s in the pipeline for producers?

Our next phase is to enable studio producers to demo studio and production equipment in the same way we have designed the experience for DJs.

What are your online plans?

Our online store launches later this month. We’ll start by focusing on the UAE, GCC and wider MENA region. The next again phase will hopefully see us go beyond these territories.