World IP Day 2025: From Beats to Brands – The IP Legacy of a DJ Turned Media Mogul

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This year’s World Intellectual Property Day celebrates the theme of “Music” – and it truly strikes a chord with our Founder, Carlos Northon, whose journey began not in boardrooms, but in DJ booths.

Before Northon’s Media PR & Marketing Ltd. was ever conceived, Carlos was spinning records across London’s underground club scene. A true disciple of vinyl culture, his love affair with music began in the early 90s, collecting records across genres like Hardcore, Jungle, Drum & Bass, UK Garage, and House. The turning point came when his late father gifted him a pair of Technics SL-1210s – the holy grail of turntables for any aspiring DJ at the time.

The Technics Legacy: A Case Study in IP & Innovation

Carlos’ story isn’t just about music – it’s also a story of intellectual property. The Technics SL-1200/1210 series wasn’t just iconic for DJs; it was a technological marvel backed by patent protection that shaped an entire culture. World IP Day 2025

A few fascinating facts:

Released in 1972, the SL-1210 was originally intended for hi-fi consumers but was quickly adopted by professional DJs due to features like pitch control and direct-drive precision.
US Patent US4072315A (1978) detailed a revolutionary direct-drive system that provided consistent speed – essential for beatmatching and scratching.
US Design Patent USD252393S (1979) protected the turntable’s sleek, recognisable design.
With a quartz-controlled motor and high torque for rapid start-up, the SL-1200 series became the industry standard, shaping techniques in hip-hop, club mixing, and more.

Though these patents have now expired – allowing new players to imitate the technology – the original Technics models remain cherished for their quality and legacy.

From DJ Booths to Branding Brilliance

Carlos continued to DJ for nearly two decades, playing in clubs and private events well into the 2015. But as technology advanced, CDJS, controllers, and MP3s became the norm – something changed. "When beat-syncing became automatic, the artistry started to fade," he says, but still appreciated the new technology and embraced it somewhat for a good few years. That shift, while bittersweet, opened the door to a new chapter: building Northon’s Media, a PR and marketing agency specialising in intellectual property and law.

His insider's knowledge of IP – both as a creative and now as a strategist – is woven into everything Northon’s Media does. Just as DJs once protected their custom vinyl edits and mixes, today’s creators and innovators rely on strong IP strategies to protect their brands, products, and ideas.

IP is Everywhere – Even on the Dancefloor

This World IP Day, Carlos is proud to reflect on a journey that proves how IP touches every part of creative life – from the decks of a DJ to the desks of global innovators. Whether it’s a patented turntable motor or a protected brand identity, intellectual property is the silent partner in every success story.