"When you say you work for Serato, everyone thinks you work for a cafe - because it's an unknown brand in New Zealand," says the company's chief executive Young Ly.

I did know that Serato makes software for DJs, and that has had a broad degree of success since it was founded in 1998.

But I had images of a handful of staff working out of a villa in Grey Lynn.

In fact, the Auckland company occupies four floors of an office tower in the Auckland CBD.


Its 150 staff are divided between algorithm-crunching maths nerds and trendy music and