Victoria-based holding company Tiny has acquired a 66% controlling stake in New Zealand’s Serato, a globally recognized DJ software brand, for $94.5 million CAD ($66 million USD).
The deal includes both cash and equity, with $42 million USD paid in cash. The transaction values Serato at approximately $175 million USD and is expected to close in Q2 2025, pending regulatory and shareholder approval.
A Strategic Move After a Blocked Merger
This acquisition follows a failed merger attempt in 2024, when the New Zealand Commerce Commission blocked Serato’s proposed acquisition by AlphaTheta (owner of Pioneer DJ), citing competition concerns.
Now under Tiny’s wing, the DJ Software Brand will continue to operate independently from its New Zealand headquarters, with plans to scale while staying true to its artistic roots.
“This partnership accelerates our growth while staying true to the community of artists we serve,” said Serato co-founder AJ Wilderland.
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Strengthening the Portfolio
The acquisition is expected to boost the company’s annual recurring revenue by 45%, bringing it to between $55M–$57M. CEO Jordan Taub described the move as aligned with a “unified vision for Serato’s future” and its long-standing legacy in digital music innovation.
Serato is best known for Serato DJ, its flagship software used by professionals worldwide. The company also offers Serato Studio and Serato Sample, and partners with top hardware brands like Pioneer and Roland.
Continued Expansion
Tiny, founded in 2007, has a diverse acquisition history, including:
- MetaLab (UX/UI design)
- Letterboxd (film-focused social platform)
- AeroPress (coffee hardware)
- Girlboss (career platform)
This latest deal reinforces the firm’s focus on backing niche market leaders with loyal communities.
Serato chief Young Ly praised Tiny’s “long-term approach and track record,” calling the acquisition an exciting next step for the company.
With Serato now in its portfolio, the Holding Company is diving deeper into creative software and digital music ecosystems, expanding its reach across global creator-driven markets.
