Richie Hawtin announces new technology venture, 'Play Differently'

After Richie Hawtin's recent announcement to not return to Ibiza with Enter., it was only a matter of time before he would share a new project. At the currently ongoing NAMM Convention, a conference showcase for the music technology industry, Richie announced 'Play Differently', a new joint venture with Allen & Heath and parent company Audiotonix.

Though little further detail has been shared, Richie explained that Play Differently has been a project two-years in the making that aims to elevate DJing to the next level.

Based on the artwork, it seems as though Play Differently will deliver a new technology option or development for performing artists in the electronic space.

"The ethos of Play Differently is to create products that will magnify the individuality and expand the creativity of today's generation of electronic music artists, producers and DJs," he explained in a release. "We hope to encourage and inspire creatives to PLAY differently."

Currently, the website for Play Differently remains as enigmatically vague as the announcement, but there's guaranteed to be more exciting developments coming soon. Stay tuned for more details.

UPDATE: DJ Tech Tools has pointed out some eagle-eyed forum users at Hipasonic who have been keeping track of the new Hawtin and Allen & Heath mixer making appearances in club photos and on Instagram.

They are referring to it as the Xone:93C. Although it is unconfirmed that this is the product being launched, or if that is the name, the photos strongly resemble the knobs in the preview image above.

Valerie Lee is the West Coast Editor of Mixmag. Follow her on Twitter