Product Design / Native Instruments
Global Marketing & Education
The Face of Traktor
Producing, scripting, and hosting campaigns that defined the Traktor brand for a decade.
The Face of Traktor
Before I was a Product Designer, I spent years as the Global Lead Product Specialist for Native Instruments' DJ products.
What began as a Product Management internship evolved into a pivotal role: creating custom OEM hardware mappings, running international workshops, and becoming the emergency contact for artists using Traktor—often on VIP or beta builds—on some of the biggest stages in the world.
That meant being present when things could go wrong. I was the emergency contact for artists using Traktor, often on beta builds, at some of the biggest stages in the world. Carl Cox at Ultra. Tale Of Us at Awakenings. Andy C at Rampage. Luciano in Madrid to name a few. A visit to David Guetta’s home in London to explore controlling his lighting rig directly from DJ performance data. This was hands-on, high-stakes, and, let's be honest, really fun work.
The Method
During this time, the Traktor marketing team and I produced 100+ videos for Native Instruments, accumulating 20+ million organic views.
One highlight was the Traktor Kontrol Z2 launch video, which I performed in and which reached 2.2 million views without paid promotion.
The Impact
Being “the face of Traktor” did more than build visibility. It trained me as a teacher, a public speaker, and a translator between vastly different user groups—from touring professionals to bedroom DJs to sales reps.
These trips weren’t just marketing; they were deep user-research sessions.
- Booth ergonomics and setup friction in real clubs.
- The long-term impact of USB-centric workflows on DJ culture.
- Requests for polytemporal looping and smarter playlists.
The realization that these insights didn't always make it into the product roadmap is exactly why I transitioned into Product Design: to fix the problems at the source.
The Archive (2011–2018)
A top 20 selection of the 100+ video productions I led or co-produced.
| Date | Video Title | Role | Views |
|---|---|---|---|
| 03 2011 | DJ Craze performs on TRAKTOR SCRATCH PRO 2 | NI Intern: Trained Craze on new features and created custom mapping for Craze | ~6.2M |
| 08 2011 | TRAKTOR KONTROL S2: Ean Golden Depeche Mode Live Remix | Video PreProduction coordination with US Team and Ean Golden | ~3M |
| 11 2011 | DJ Unkut Demonstrates TRAKTOR Native Scratch Technology | Briefed the artist, location scouting, video producer | ~2.6M |
| 01 2012 | TRAKTOR KONTROL F1 - Launch Clips (Loops and One-Shots) | Video Producer, Video Scripter, Performer | ~2.4M |
| 06 2013 | The ultra-portable TRAKTOR KONTROL Z1 | Video Producer, Video Scripter, Performer + Zombiehand at 0:18 ;) | ~2.2M |
| 12 2012 | DJ Shiftee in Total Kontrol with Z2 and MASCHINE | Artist Briefing, PostPro Coordination | ~2.1M |
| 06 2011 | DJ Dummy @ Vital with TRAKTOR SCRATCH & KONTROL S4 | Created custom mapping for DJ Dummy | ~2M |
| 03 2012 | TRAKTOR KONTROL F1 - Scratch Clips w/ Shiftee and Greg Nice | Artist PreProduction Training, PostProduction Coordination | ~1.5M |
| 03 2011 | Qbert's Breakfast Of Champions | NI Intern: Trained Artists on new SW Features | ~1.4M |
| 04 2012 | TRAKTOR KONTROL F1 - Controllerism with Moldover | Artist Training and Video Scripting | ~1.4M |
| 09 2013 | Mad Zach Rocks the New Traktor S4 and S2 | Video Producer, Artist Training, Location Scout | ~1.2M |
| 11 2012 | TRAKTOR KONTROL Z2: Turntablism with DJ Craze | Artist Training, PostPro Coordination | ~1.1M |
| 05 2011 | Dub FX gets creative with TRAKTOR KONTROL S4 | NI Intern: Trained Dub FX on Loop Recorder and Kontrol S4, coordination for shoot | ~1M |
| 02 2013 | Richie Hawtin with TRAKTOR DJ | Artist Training, PostPro Assistance | ~1M |
| 08 2012 | DJ Zo on TRAKTOR KONTROL S4 with EOM on MASCHINE | External Production, Artist Training, PostPro Coordination | ~896K |
| 04 2013 | DJ Shiftee Takes On TRAKTOR DJ | Production was done by the MKT team, but I built the speaker for the video ;) | ~823K |
| 10 2012 | TRAKTOR KONTROL Z2: Controllerism with Ean Golden | Artist Training, PostPro Coordination | ~732K |
| 08 2013 | Felix da Housecat on TRAKTOR KONTROL X1 | Artist Training, Video Producer | ~731K |
| 10 2014 | Introducing TRAKTOR KONTROL S8: The flagship all-in-one DJ controller | Video Producer, Video Scripter, Performer | ~704K |
| 09 2013 | Getting started with Traktor Kontrol S4/S2 and Traktor DJ | Video Producer, Video Scripter, Performer | ~608K |