Kanto Obi3: The Turntable for Modern Listeners

The Setup

Kanto, best known for its powered speakers, just launched its first turntable, the Obi3. It marks the brand’s shift from speaker maker to full-system audio company. At $199, the Obi3 combines a built-in phono preamp, Bluetooth 5.3, and an Audio-Technica cartridge in a minimalist belt-drive design.

It is selling accessibility and ritual. So it is not chasing audiophile perfection. Kanto is speaking to a generation that wants the feel of analog without the friction of traditional hi-fi. The Obi3 pairs with Kanto’s speakers or connects wirelessly in seconds.

The insight here is that vinyl’s return is not about nostalgia. It is about control, connection, and experience. The Obi3 turns listening into something tactile, intentional, and modern. It proves that the future of audio is not digital or analog. It is both, working together.

The Breakdown

Brand Positioning and Identity

Kanto is positioning itself as the bridge between classic hi-fi and modern lifestyle audio. The Obi3 represents a shift from being known purely as a powered speaker company to a full-system audio brand. The identity emphasizes accessibility, thoughtful design, and simplicity without sacrificing authenticity. It’s not selling nostalgia, but a modern ritual built around analog listening.

Target Segment and Audience

The target audience is younger music lovers and design-conscious consumers who have rediscovered vinyl but want the convenience of Bluetooth and plug-and-play usability. They value tactile experiences but live in digital ecosystems. Secondary audiences include apartment dwellers and casual audiophiles who want a clean, compact setup that fits their aesthetic and space.

Messaging and Storytelling

The story behind Obi3 is one of balance: the warmth of vinyl meeting the ease of modern connectivity. Kanto positions the product as both a gateway and a statement piece: a turntable that simplifies hi-fi without diluting it. The messaging centers on “sound and simplicity,” inviting users into analog listening without intimidation or technical friction.

Experience and Journey

The user journey is intentionally seamless. Out of the box, the customer can plug in and play, or pair instantly over Bluetooth. The experience is built to remove barriers to entry, giving users a sense of instant gratification that evolves into a deeper appreciation for vinyl listening. Kanto’s speaker ecosystem (Ren, Ora, Tuk) completes the path from discovery to full-system ownership.

Community and Culture Insight

Kanto recognizes the new vinyl revival is less about audiophile perfection and more about mood, ritual, and ownership of experience. This generation’s “listening session” is as much about aesthetic expression and self-care as it is about fidelity. The brand speaks to a culture that values hybrid experiences: analog feel with digital convenience, minimal clutter with emotional connection.

Differentiation and Unique Selling Point

The Obi3 stands out through its combination of quality components, elegant design, and affordability. It integrates a phono preamp, pitch control, and Bluetooth 5.3 at a $199 price point, a rare combination in the entry-level market. Kanto differentiates through its “ecosystem thinking”. It is a turntable designed to work seamlessly with its powered speakers, creating a complete experience without extra gear or complexity.

Design Language

The visual design follows Kanto’s minimalist brand aesthetic: clean geometry, soft edges, and color options that blend lifestyle and tech. The product design language communicates warmth and precision through materials like wood and aluminum. The packaging and communication materials reinforce approachability and confidence, highlighting usability and design over specs. Every design decision mirrors the brand’s ethos of clarity and calm.

Marketing Pitch

A turntable for the modern listener. The Kanto Obi3 combines analog sound, simple setup, and modern connectivity in a design that fits anywhere. It’s built for people who want the ritual of vinyl without the hassle of hi-fi. It is about timeless sound made effortless.

Is It A Winning Pitch?

Would you call this a turntable for beginners, or the blueprint for where modern hi-fi is headed?