Activision: DJ Hero's 'diversity' key in attracting 'Hero' newcomers
by Ludwig Kietzmann 
{ Oct 14th 2009 at 2:44PM } 
Of course, they're only accessible through a large turntable peripheral, which doesn't seem to offer the same warm reception that a guitar and a Bon Jovi number might. The game's sales performance later this month should be a good indicator of how music lovers -- some of whom have yet to purchase a music game, McClellan believes -- respond to this Hero's cultural shift.
In other news: Nepalese GameStops have begun surveying all customers claiming to be unfamiliar with Guitar Hero games. Their responses are to be documented and shared in November's nationwide educational seminar, "How To Avoid an Avalanche."
Reader Comments (Page 1 of 2)
lnternetjesus @ Oct 14th 2009 2:49PM
We have a real culture of thrift. The goal that I had in bringing a lot of the packaged goods folks into Activision about 10 years ago was to take all the fun out of making video games.”
I tried to instill into the company culture “skepticism, pessimism, and fear” of the global economic downturn, adding, “We are very good at keeping people focused on the deep depression.”
Doug @ Oct 14th 2009 2:54PM
Simply off-topic.
I'm sure the developer of DJ Hero didn't like those comments either. But by posting them every time there's a story on this game, you're punishing the dev, not the CEO of Activision, who has enough money that God asks him for loans.
Dr. Bradwart [100% Reagan Conservative!] @ Oct 14th 2009 3:00PM
So he's a Sith Lord. What's wrong with that, I ask?
WINterfang ( Now with the power to piss you off ) @ Oct 14th 2009 3:01PM
God ask him for loans? ROFL! that was pure gold right there.
Nook @ Oct 14th 2009 7:16PM
this monetary system is slavery. this thinking he demonstrates with his comment is a clear sign that the system devalues the human....and they're cool with that.
just keep them profits up.
Scott @ Oct 14th 2009 2:55PM
Saw the demo unit at BestBuy. Looked dull. Of course, Guitar Hero probably looked dull in the beginning, too. Still, it seemed like all the player was doing was adding scratches and sounds to the music. It reminded me of those $50 keyboards you could buy that played the demo songs, and you could hit the sound effect buttons (tom toms, dog bark, cymbal, etc.) and make your own, lame-sounding groove.
CyberKnight @ Oct 14th 2009 3:22PM
Actually managed to play a round on the Best Buy demo unit, and that's about how it felt, too. Definitely felt "meh". If there's a target audience for this game, I'm apparently not it.
Their setup included a guitar, and the ability to play DJ and guitar head-to-head is a nice feature, though.
Scott @ Oct 14th 2009 3:48PM
Oooo, didn't know it supported guitar play.
whylekat @ Oct 14th 2009 5:40PM
So far only 10 songs support the guitar feature. But I'm sure more will be DLC.
Chris D.(PSN: Aggie_CEO | XBL:The Aggie CEO | Steam: Aggie_CEO @ Oct 14th 2009 2:51PM
I still say this wont save the "hero" franchise....it wont do much to slow the decline in music games either...
mrhammerstein @ Oct 14th 2009 3:21PM
by saving the "hero" franchise, should i assume you mean the franchise that is selling better than rockband?
both are dwindling, but last i saw, GH5 is doing better than Rockband 2.
Sonic @ Oct 14th 2009 3:35PM
@ Mrhammerstein
Although I would say its hard to compare a game that came out last year, to one that came out last month (not to mention the RB franchise is dependent on DLC rather than a new retail copy).
The Hero series' problem never has been its sales though, its been the quality since Activision took over. GH5 is a step in the right direction though.
Chris D.(PSN: Aggie_CEO | XBL:The Aggie CEO | Steam: Aggie_CEO @ Oct 14th 2009 3:57PM
it may be selling millions but the fact remains its a rehash....and more people are seeing it as such and simply wont buy into it anymore....
as for it outsell RockBand....well I don't much care for the Beatles...so no I won't buy it....I'm not the only one either....maybe people will get it for there parents for Christmas
Doug @ Oct 14th 2009 2:52PM
"Of course, they're only accessible through a large turntable peripheral, which doesn't seem to offer the same warm reception that a guitar and a Bon Jovi number might."
From where? Several game journalists from other sites have reported that the final game is actually a lot of fun, and the turntable is quite original.
I don't like Activision any more than the next guy, but this game is trying to do something different (from other games, and other rhythm games)... and for that reason it seems the game should be treated innocent until proven guilty.
Another site said, at the highest difficulty level, you are actually pretty much doing what a DJ would do, that the sense of realism is much greater than plastic guitar.
Taiko Drum Grandmaster @ Oct 14th 2009 3:06PM
Those 'do what a DJ is doing' comments are a joke. As a real DJ (and a buyer of DJ Hero, day one), I can honestly say that while alot of the actions are the same, most of the tough things the DJs that made these mixes had to do was left out.
I also find it laughable that the makers of the table obviously didn't know shit about DJing because if you were actually scratch DJing (crossfading and scratching), you use your dominant hand to CROSSFADE with. DJ Hero has you scratching with it.
Basically, if you want to add a teeny bit more realism to the game, lefty flip your controller.
WINterfang ( Now with the power to piss you off ) @ Oct 14th 2009 3:09PM
I'm going to lefty flip the game, only because I'm a lefty but remember that those are games, nobody is going to buy DJ hero to learn how to become a DJ, is not a simulator is a game just like Guitar Hero is :D.
BoomWav @ Oct 14th 2009 3:11PM
I'm glad I pre-ordered the game. Joystiq do seem to have a grudge against this game. Personally, I find it refreshing. I liked playing a a bunch of rythm game, even if I don't listen to either Rock or any of these mashup. I like exploring new style of music. I actually like the fact that we get a new peripherical. It takes a lot less room than any drumkit + guitar peripherical and it'll be a lot of fun.
I can't wait.
Doug @ Oct 14th 2009 3:12PM
sure, it's not a DJ simulator. but as a guitar player who likes rhythm games, it doesn't bother me that there are only 5 buttons vs. 6 strings... on expert difficulty the gist is gotten.
BoomWav @ Oct 14th 2009 3:14PM
Just like playing a GH or RB guitar is not like playing guitar, DJ Hero is not like scratching for real. However, in MY eyes, it'll be MUCH closer with DJ Hero than with the other ones before him.
Doug @ Oct 14th 2009 3:18PM
Re: realism, that's what Giant Bomb said, anyway, in their podcast.
I agree with you about Joystiq having an attitude about this game. Just look at the headline of this post... putting 'diversity' in quotes. It's getting kinda tired, this thumbing the nose at another rhythm game, without coming out and admitting it.
T @ Oct 14th 2009 3:38PM
The quotes around "diversity" is because it is lifted directly from statements made in the article. It's done so that the usage of the word can be attributed to the original speaker instead of appearing to be a construction of the article writer.
You'll also often see this in situations such as "President says resolution could be 'impossible'".
It's basic journalism.
GiggMan @ Oct 14th 2009 3:39PM
Agreed Doug...
It seems like people want this to fail because it may be a bigger hit than the rock based games. Don't worry a little "diversity" (I love quotes) is not going to ruin the GH/RB scene.
Doug @ Oct 14th 2009 3:45PM
T, I get what you're saying. it's just when you find pull-quotes that sound stupid, like Joystiq did with this headline... "key in attracting 'Hero' newcomers..." As per usual, they've found a way to act like they're just reporting the news while making snarky commentary at the same time. Which is also basic journalism, these days.
GewurztraminerX @ Oct 14th 2009 3:59PM
I don't see the big deal. The headline is perfectly summarizing the story stating that Activision views diversity as a key part of attracting newcomers.
The single quotes make it grammatically correct, not snarky.
T @ Oct 14th 2009 4:15PM
Wait...what?
How is "key in attracting 'Hero' newcomers" a snarky headline? 'Hero' is the game name, therefore it's single quoted. The alternative would be italicize it, but you typically don't see that in headline copy.
Are you just making stuff up now? The headline is 100% accurate. The makers of DJ Hero believe that the wide array of music in the soundtrack will attract new audiences.
Doug @ Oct 14th 2009 4:33PM
Hey, I accept that you see it as a neutral headline. That's cool.
I see some spin in there, from the way they've covered this game from the beginning. Putting the word hero in quotes isn't necessary, for starters. We all know what the Hero name stands for.
If you think this site is generally fair when reviewing 'Hero' related material, then you'll see the headline as per-usual. If you've seen lots of fun being had over the GH franchise, which is fair game, admittedly, then you'll maybe see it as I did.
WINterfang ( Now with the power to piss you off ) @ Oct 14th 2009 2:55PM
All I know if that I'm getting this game, I'm interested on Tony Hawk ride but the game is barely advertised, I don't even know when it comes out. ( the new design of the board is cool and looks very sturdy now)
ConnorHawke @ Oct 14th 2009 3:22PM
What are you living in a hole in the wall? You can't get away from those stupid commercials.
WINterfang ( Now with the power to piss you off ) @ Oct 14th 2009 3:36PM
Well are you living? I haven't see a Ride comercial yet, I only see the Brutal Legend a lot.
Dr. Bradwart [100% Reagan Conservative!] @ Oct 14th 2009 2:57PM
Well, I guess as long as it sells well it's good for Activision stockholders.
Still not buying it.
Space @ Oct 14th 2009 3:10PM
Isn't diversity an old battle ship used during the civil war?
Neuromancer @ Oct 14th 2009 3:25PM
Looking forward to the game but this is just PR nonsense.
GiggMan @ Oct 14th 2009 3:29PM
Why all of this sugar coating.
Basically he is trying to say that the majority of black people don't get down with the guitar hero franchise. Those games are catered to white rock and roll loving people (which evident by the DJ hero sucks and this is shit comments of old) with a little sprinkle of latino and black music.
So we put out some hip hop, r&b type game call it DJ Hero and bam we getting money on all fronts now. Then to top it off we add just about every significant white rapper or group or dj and throw in some Daft Punk (which I had never heard of until this was announced) on the majority of songs and we get some of the white demographic too.
Win. Win.
T @ Oct 14th 2009 3:40PM
So if you think DJ Hero is a bad idea...you're racist?
Well done, you've just set the World Record for generalization of an argument.
BoomWav @ Oct 14th 2009 3:43PM
Wow.. pure crap.
Hope you were sarcastic, really. I dont listen to either kind of music but will still have fun playing DJ Hero.
All I want was a new music style and a new peripherical that would be something else than a guitar.
I'm a canadian and white too. Seriously, you post stupid stuff.
Tucker @ Oct 14th 2009 3:49PM
Nothing like dragging a little racism into a discussion about video games! Always refreshing.
GiggMan @ Oct 14th 2009 3:52PM
So you knew that Guitar Hero was going to be a smashing success?
When I first heard about it I thought it was the dumbest idea I had ever heard of. A bunch of grown men playing with plastic toys. That just shows how much I know, not only is it a success I enjoy it myself.
This has two things going against it the type of music and the it's developed by Activision. These are the main reasons I want to see it succeed (plus I think it will be fun).
GiggMan @ Oct 14th 2009 3:58PM
Thats what I feel like if you cut through the PR he was trying to say.
"With the kind of diversity DJ Hero offers, we expect it to appeal to people who may not have yet discovered the Hero franchise,"
Whats wrong with that? I know plenty of black people and I'm the only one who has "discovered the Hero franchise".....
Lol you people find racism in anything.
GiggMan @ Oct 14th 2009 3:59PM
Yeah I said you people!
lol
Space @ Oct 14th 2009 4:12PM
wait wait wait...you never heard of Daft Punk?!
harder better faster stronger
WINterfang ( Now with the power to piss you off ) @ Oct 14th 2009 4:28PM
What the hell? I'm not black and I'm interested on this game.
GiggMan @ Oct 14th 2009 5:02PM
Space I didn't know who made that, I knew of the Kanye I guess remix of it but I didn't know it was Daft Punk.
I'll look forward to that one as DLC.
Viney @ Oct 14th 2009 5:48PM
You know you could have just pointed out the differences in the genres and how the games cater differently to each and been fine. You didn't have to play the racial card. It's unnecessary and completely cheapens your point with ignorance.
rowd149 @ Oct 14th 2009 6:23PM
THE CONCLUSION JUMPING IN THIS THREAD IS EPIC.
You guys need to chill, GiggMan is right. "Diversity" has, at least recently, been a euphemism for, "People who aren't white will like/are included in this too."
And you can't deny that, by the very nature of Guitar Hero being a rock-based game, that the demographic it would appeal to the most would be Caucasians. I'm black, but I've grown up in mixed neighborhoods my entire life, and I STILL find myself scratching my head whenever someone pops in GH or Rock Band. But looking through this track list, I IMMEDIATELY see artists I grew up listening to: Chuck Brown, Cameo, Rick James.
I'm not saying this was made specifically to appeal to black people (or that people who don't like the game are racist, where the fuck did you get that idea from?!), but it definitely feels like a grab for the black demographic that didn't grow up listening to Journey and Black Sabbath.
Full disclosure, btw: I decided I'd try this game when I heard Daft Punk was gonna be on it. I've risked getting fired by playing "One More Time" on repeat during work.
Hoffer @ Oct 14th 2009 3:30PM
I've had the game on preorder for months. I played the 3 song demo at Best Buy over the weekend and loved. I upgraded the version I'm getting to Renegade. Next to Modern Warfare 2, this is my most anticipated game this fall.
lnternetjesus @ Oct 14th 2009 3:48PM
Great for you! Bahhing like the rest of Bobby's sheep.
lnternetjesus @ Oct 14th 2009 3:49PM
Your bahhing just like the rest of Bobby's sheeple, great for you!
Nate Addison @ Oct 14th 2009 3:44PM
Im plugging this for the sake of the people that just dont know...Harmonix has a podcast...its great...try it or dont...that is all...
Case @ Oct 14th 2009 4:11PM
I actually hate the style of the game from the trailer, and think the mash-up thing is very, very dull. As someone who has DJ'd in real life, this would be about as exciting as mxing Nelly and Beyonce instrumentals all night at the club.
Runch @ Oct 14th 2009 6:01PM
If by "diversity" they mean the inclusion of hot, large breasted DJs wearing small tanktops, then yes, DJ Hero may appeal to me...