Remember that heart-stopping moment when you’re rushing to a gig, juggling your turntables, mixer, and that all-important crate of vinyl? Then, the dreaded thought hits you: “Are my cartridges okay?” We’ve all been there – that feeling of vulnerability knowing how easily those tiny, delicate needles can be damaged. I remember one particularly chaotic night when my trusty cartridge bag ripped mid-transit. Let’s just say the soundcheck wasn’t pretty. The stress and potential for disaster highlighted the absolute necessity of having reliable protection for your precious equipment.
That’s why we’ve put together this guide to the best dj cartridge bags & cases. We know how crucial it is to find the perfect balance between portability, durability, and affordability. From lightweight soft cases to rugged, hard-shell options, we’ve meticulously researched and reviewed a variety of choices to help you safeguard your cartridges and enjoy peace of mind, knowing your needles are safe and sound, ready to spin when you are.
We’ll review the best dj cartridge bags & cases shortly, but first, check out some relevant products on Amazon:
Protecting Your Precious Cargo: A DJ’s Guide to Cartridge Cases
Okay, so you’ve invested in some seriously amazing cartridges. We’re talking audiophile-grade sound, needles that track grooves like nobody’s business, and the potential to absolutely electrify any dance floor. But let’s be real, those tiny, delicate pieces of equipment are vulnerable. We’ve all been there – a rushed gig, a chaotic setup, and suddenly you’re fumbling around, praying your prized cartridge doesn’t end up crushed under a pile of cables. It’s a DJ’s worst nightmare!
That’s where the unsung heroes of DJing come in: cartridge bags and cases. They’re not the flashiest part of your setup, but they’re essential for keeping your cartridges safe, organized, and ready to rock. Think of them as little armored vehicles for your sound. And considering the average cost of a high-end DJ cartridge can range from $100 to upwards of $500 (or even more!), protecting your investment is just plain smart.
Choosing the right protection can seem daunting, but it doesn’t have to be. There’s a whole world of options out there, from compact cases designed for a single cartridge to larger bags that can hold multiple cartridges and even accessories. The goal is to find something that fits your needs, your budget, and your style. The truth is, many DJs find it’s worth investing in the best dj cartridge bags & cases that your budget allows.
Ultimately, the best dj cartridge bags & cases are the ones that give you peace of mind, knowing your valuable cartridges are safe and sound, whether you’re trekking across town or flying to an international gig. This guide will help you navigate the options, so you can find the perfect solution to keep your sound pristine and your sets seamless. Let’s dive in!
Best Dj Cartridge Bags & Cases – Reviews
Magma LP-Bag 100 Trolley
Looking for a stylish and practical way to haul your vinyl? The Magma LP-Bag 100 Trolley could be just the ticket. This bag is designed with a sleek, understated aesthetic while offering ample space for around 100 LPs. The integrated trolley system with smooth-rolling wheels makes navigating crowded clubs and venues a breeze, saving your back from unnecessary strain. Internal padding provides decent protection for your precious records, and the durable nylon construction promises resilience against the wear and tear of DJ life.
However, while the trolley function is a huge plus, it does add to the overall weight, even when empty. The handle, though sturdy, may not be the most comfortable for extended use, especially if you’re tall. Also, the internal organization is fairly basic; some might prefer more dedicated compartments for accessories or smaller record formats. Overall, though, if you prioritize ease of transport and a professional appearance, the Magma LP-Bag 100 Trolley is a solid contender.
UDG Ultimate Digi Trolley To Go
The UDG Ultimate Digi Trolley To Go is a modern DJ’s dream, designed for those who rely heavily on digital setups. Forget lugging around heavy vinyl – this trolley is geared towards laptops, controllers, headphones, and all the other gadgets that make up the contemporary DJ’s arsenal. It’s built tough with durable materials and boasts a spacious interior with customizable dividers, letting you arrange your gear exactly how you like it. Plus, the retractable handle and smooth-rolling wheels make navigating airports or city streets a cinch.
While it excels at digital gear organization, vinyl purists might find it lacking. The focus is definitely on smaller, electronic components, so don’t expect to squeeze in a substantial record collection. Also, the price point is a bit higher than some other options, but the quality construction and thoughtful design arguably justify the investment for DJs who need a reliable and versatile mobile workstation.
Zomo VS Box 100/4
The Zomo VS Box 100/4 offers a classic and straightforward solution for storing and transporting your vinyl collection. This sturdy wooden box is designed to hold approximately 100 LPs, providing excellent protection from dust, scratches, and minor impacts. The metal corners and secure latches ensure your records stay safe and sound, whether you’re storing them at home or taking them to a gig. The simple design is also aesthetically pleasing, making it a great option for DJs who appreciate a clean and organized look.
However, the Zomo VS Box 100/4 is purely a storage and transportation solution; it lacks any additional features like wheels or handles. This means you’ll need to carry it manually, which can be challenging with a full load of records. It’s best suited for DJs who primarily need a secure storage option and only occasionally transport their vinyl over short distances. While it’s not the most mobile-friendly option, its robustness and affordability make it a popular choice for many DJs.
Analog Cases GLIDE Case for DJ TechTools Midi Fighter Twister
For DJs who rely on specific MIDI controllers, the Analog Cases GLIDE Case provides exceptional protection. This hard-shell case is specifically designed to fit the DJ TechTools Midi Fighter Twister snugly, ensuring it remains safe from bumps, scratches, and accidental damage during transport. The lightweight yet durable construction makes it easy to carry, and the internal foam padding provides a cushioned environment for your controller.
This case is purpose-built for a single controller, so its utility is limited if you need to carry other equipment. It’s not a universal solution; you’ll need to find a case specifically designed for each piece of gear. However, if you own a Midi Fighter Twister and value its safety, the Analog Cases GLIDE Case is an excellent investment, offering peace of mind knowing your controller is well-protected.
Gator Cases G-CLUB CONTROL 25
The Gator Cases G-CLUB CONTROL 25 is a versatile option for DJs who need to transport a variety of gear. This bag boasts a spacious main compartment that can accommodate a small controller, headphones, cables, and other accessories. The padded interior and durable nylon exterior provide ample protection for your equipment, while the multiple external pockets offer convenient storage for smaller items like USB drives and adapters. It’s a great all-in-one solution for DJs who want to keep their essentials organized and easily accessible.
While versatile, the G-CLUB CONTROL 25 isn’t as specialized as some other options. It might not offer the same level of protection as a hard-shell case for sensitive equipment, and the lack of dedicated compartments could lead to items shifting around during transport. However, for DJs who need a flexible and affordable bag that can handle a wide range of gear, the Gator Cases G-CLUB CONTROL 25 is a solid choice.
Why Do People Need to Buy DJ Cartridge Bags & Cases?
Imagine you’re a DJ gearing up for a killer set at a packed club. You’ve spent hours meticulously curating your vinyl selection, ensuring each track hits just right. Your cartridges, the heart of your sound, are carefully installed. Now picture this: tossing those delicate cartridges, unprotected, into your gear bag. A bump, a jostle, and suddenly your needle is bent or the delicate cartridge housing is cracked. That heart-stopping moment could ruin your set and cost you a fortune in replacements. This is where the vital need for DJ cartridge bags and cases comes in – they’re not just accessories, they’re insurance for your sound.
The best DJ cartridge bags and cases are designed with meticulous care. Think padded interiors, custom compartments, and robust exteriors that shield your cartridges from dust, impact, and temperature fluctuations. They provide a safe haven for these fragile components, ensuring they arrive at every gig in pristine condition. Whether you’re a seasoned professional touring the world or a passionate hobbyist spinning at local events, protecting your investment is paramount. A small investment in a quality case can save you from significant expenses and the frustration of damaged equipment.
Consider a scenario: you’re rushing to set up for a wedding reception, the clock is ticking. With a dedicated cartridge case, you know exactly where each cartridge is, neatly organized and readily accessible. No frantic rummaging, no potential for accidental damage – just smooth setup and seamless performance. The best cases often feature clever designs, allowing for easy identification and quick cartridge swaps, ultimately streamlining your workflow and boosting your confidence behind the decks.
Ultimately, DJ cartridge bags and cases are about peace of mind. They allow you to focus on what truly matters: delivering an unforgettable musical experience. They safeguard your investment, prevent costly repairs, and streamline your workflow. By choosing a well-designed and durable case, you’re not just buying protection; you’re investing in the longevity of your sound and the reliability of your performance. So, protect your sonic treasures – your ears (and your wallet) will thank you!
Caring for Your Cartridges: Maintenance Tips and Tricks
So, you’ve invested in some sweet cartridges and a protective case to keep them safe. Awesome! But the journey doesn’t end there. Like any piece of equipment, your cartridges need a little TLC to perform their best and last as long as possible. Think of it like owning a classic car – you wouldn’t just drive it and never change the oil, right? The same goes for your DJ setup. Neglecting your cartridges can lead to reduced sound quality, skipping, and ultimately, the need for replacement sooner than you’d like.
First and foremost, keep those stylus needles clean! Dust and grime are your enemy. A simple stylus brush used regularly (before and after each set is ideal) can make a huge difference. Imagine trying to carve a sculpture with a dull chisel – that’s essentially what’s happening when your needle is caked in dirt. You’re forcing it to work harder, which puts unnecessary wear and tear on both the needle and your records.
Also, be mindful of your tracking force. Too light and your needle will skip like crazy, especially on records with heavy bass. Too heavy and you’ll be grinding away at your vinyl. Finding the sweet spot, usually recommended by the cartridge manufacturer, is crucial. A stylus force gauge is a cheap and effective tool to ensure you’re dialed in correctly. I’ve personally seen DJs ruin their records by simply not paying attention to this aspect, so take it seriously!
Finally, store your cartridges properly when they’re not in use. That’s where that trusty case comes in handy! Not only does it protect them from physical damage, but it also shields them from dust, humidity, and extreme temperatures. Think of your case as a little climate-controlled vault for your precious sound-reproducing gems. Treat them well, and they’ll treat you to years of sonic bliss.
Understanding Cartridge Types and Compatibility
Navigating the world of DJ cartridges can feel like learning a new language. Moving Magnet (MM), Moving Coil (MC), elliptical, spherical… the terminology can be overwhelming! But don’t worry, we’ll break it down. Understanding the different types and their compatibility with your turntable and mixer is essential for achieving the sound you’re after. It’s the difference between a smooth, warm sound and a brittle, harsh one.
The most common type for DJs is the Moving Magnet (MM) cartridge. They’re relatively affordable, durable, and offer a decent output level, making them suitable for a wide range of music genres. Think of them as the workhorse of the DJ world. They’re reliable and get the job done. However, Moving Coil (MC) cartridges are known for their superior sound quality, offering greater detail and clarity.
The shape of your stylus also plays a significant role in sound reproduction. Spherical styli are more forgiving on older or worn records, making them a good choice for digging in dusty crates. Elliptical styli, on the other hand, offer better tracking and detail retrieval but are more sensitive to record condition. It’s like choosing the right tool for the job – each has its strengths and weaknesses.
Before you invest in a new cartridge, be sure to check its compatibility with your turntable and mixer. Some cartridges require a specific type of preamp (usually built into your mixer) to boost the signal. You don’t want to end up with a cartridge that sounds weak or distorted. This happens more often than you think, especially with DJs who are just starting out. So, do your research and make sure everything plays nicely together.
Customizing Your Case: Organization and Protection Strategies
Okay, so you’ve got your cartridge bag or case. Great! But simply tossing your cartridges inside isn’t the most efficient (or safest) way to store them. Think of your case as more than just a container; it’s a mobile workstation and protective shell for your valuable equipment. Taking the time to customize it to your specific needs will make your life as a DJ so much easier and prevent costly damage.
Start by considering how you’ll be using your case. Are you primarily a mobile DJ who needs quick access to a wide range of cartridges? Or are you a club resident who only needs a few trusted favorites? This will influence the type of organization you need. Foam inserts are your best friend here. You can cut them to create custom slots for each cartridge, ensuring they stay snug and secure during transport.
Consider adding extra padding for delicate components. Even with foam inserts, a little extra cushioning can go a long way, especially if you’re traveling by plane or car. Think about the potential for bumps and drops, and add padding accordingly. I’ve seen DJs use everything from old t-shirts to specialized bubble wrap to protect their gear.
Don’t forget about accessories! A small compartment for stylus cleaning brushes, screws, and other essential tools can be a lifesaver in a pinch. Imagine you’re about to go on stage and realize your stylus is covered in dust – having a brush readily available can save the night. Organize your case with a specific purpose in mind, and you’ll be amazed at how much time and frustration you can save.
Troubleshooting Common Cartridge Issues On the Go
Murphy’s Law says that anything that can go wrong will go wrong, especially at the worst possible time. As a DJ, that often means encountering cartridge issues right before or even during a set. Knowing how to troubleshoot common problems on the fly can save you from a major headache (and potentially a ruined performance). Being prepared is half the battle.
One of the most common issues is skipping. First, check your tracking force. As mentioned before, too light and your needle will jump like a frog on a hot plate. Adjust it slightly and see if that resolves the problem. If not, inspect your stylus for any visible dirt or debris. A quick brush can often clear the obstruction and get you back on track.
Another potential issue is hum or feedback. This can be caused by a loose connection, a faulty ground wire, or even interference from nearby electronic devices. Try wiggling the RCA cables connecting your turntable to your mixer to see if that eliminates the noise. If not, check the ground connection to make sure it’s secure. I once had a gig where the venue’s wiring was causing a constant hum, and a simple grounding fix saved the day.
Finally, don’t underestimate the power of a spare cartridge. Keeping a backup in your case can be a lifesaver if your primary cartridge fails unexpectedly. Think of it as your insurance policy for a smooth and uninterrupted performance. It’s a small investment that can pay off big time when things go south.
The Ultimate Guide to Finding the Best DJ Cartridge Bags & Cases
Hey fellow DJs! Picking the best dj cartridge bags & cases can feel like navigating a minefield. You’ve invested good money in your cartridges – those tiny sonic powerhouses – and keeping them safe is absolutely crucial. Scratches, dust, and accidental bumps can seriously mess with their performance, leading to skipping, distortion, and a whole lot of frustration. This guide is here to help you cut through the noise and find the perfect protective haven for your valuable cartridges, so you can focus on what you do best: making the crowd move!
Protection is Paramount: Think Hard Shell vs. Soft Case
When it comes to protecting your precious cargo, the big question is: hard shell or soft case? Hard shell cases are the heavy-duty guardians of the cartridge world. They’re usually made from tough materials like molded plastic or aluminum, offering superior protection against impacts, crushing, and the general hazards of being on the road. Imagine dropping your bag – a hard shell case is going to be far more forgiving than a soft case, potentially saving you from a costly cartridge replacement.
Soft cases, on the other hand, are generally lighter and more flexible. They often feature padded interiors to cushion your cartridges and protect them from scratches and dust. They’re a good option if you’re mainly transporting your cartridges in a more controlled environment, like from home to a friend’s place or a relatively gentle car ride. However, if you’re regularly gigging at different venues and your gear is subjected to the rigors of travel, a hard shell case is definitely the safer bet for long-term peace of mind. Choosing between the two really depends on your lifestyle and how much risk you’re willing to take.
Capacity Counts: How Many Cartridges Do You Need to Carry?
Before you fall in love with a particular bag, take a moment to assess your cartridge needs. How many cartridges do you typically take with you to a gig? Do you like to have backups on hand, or do you stick to a minimal setup? Choosing the right capacity is essential to avoid unnecessary bulk or, even worse, not having enough space for all your cartridges.
Consider not just your current needs, but also potential future expansion. Maybe you’re planning to add to your cartridge collection soon. It’s always better to have a little extra room than to be constantly squeezing things in. Cartridge bags come in a variety of sizes, from small cases that hold just a couple of cartridges to larger bags that can accommodate a dozen or more. Think about the “just in case” factor. Having extra space for a cleaning brush or replacement stylus is always a bonus. Don’t underestimate the convenience of having everything you need in one organized place. Ultimately, the best dj cartridge bags & cases are the ones that can adapt to your evolving DJing setup.
Material Matters: Durability and Longevity
The material your cartridge bag or case is made from plays a huge role in its durability and overall lifespan. Think about the kind of abuse your bag is likely to endure. Will it be tossed around in the back of a van, or will it mainly travel in your carefully packed car? High-quality materials can withstand wear and tear, keeping your cartridges safe for years to come.
For hard shell cases, look for materials like molded ABS plastic or aluminum, known for their impact resistance. For soft cases, consider durable fabrics like ballistic nylon or reinforced canvas. These materials are resistant to tears, abrasions, and water damage. Pay attention to the stitching and zippers as well. Weak stitching or flimsy zippers can be a major point of failure, rendering your bag useless. Investing in a bag made from quality materials is an investment in the longevity of your cartridges and your peace of mind.
Interior Design: Protection and Organization
The inside of your cartridge bag is just as important as the outside. A well-designed interior will not only protect your cartridges from damage but also keep them organized and easily accessible. Look for bags with individual compartments or slots for each cartridge. This prevents them from bumping against each other and potentially causing scratches or damage.
Padding is another crucial element. A soft, cushioned interior will absorb shocks and vibrations, providing an extra layer of protection. Some bags even feature removable dividers, allowing you to customize the interior layout to fit your specific cartridges and accessories. Think about how quickly you need to access your cartridges during a set. A well-organized interior will save you time and frustration, allowing you to focus on the music. The best dj cartridge bags & cases offer a balance of protection and functionality.
Portability and Convenience: Ergonomics and Features
Let’s face it, being a DJ often involves hauling a lot of gear. That’s why portability and convenience are key considerations when choosing a cartridge bag. Think about how you’ll be carrying your bag most of the time. Do you prefer a shoulder strap, a handle, or a backpack style?
A comfortable shoulder strap with padding can make a big difference when carrying a heavy bag over long distances. A sturdy handle is essential for quick grab-and-go situations. Consider the weight of the bag itself, especially if you’re planning on carrying multiple cartridges and accessories. Extra features like exterior pockets for storing needles, cleaning supplies, or other small items can also be incredibly useful. Ultimately, you want a bag that’s easy to carry, easy to access, and doesn’t add unnecessary strain to your body.
Brand Reputation and Reviews: Learning from Others’ Experiences
In the world of DJ gear, brand reputation matters. Some brands have a long-standing history of producing high-quality, reliable products, while others may be less trustworthy. Do some research and read reviews from other DJs before making a purchase. What are their experiences with the bag in real-world situations?
Pay attention to both positive and negative reviews. Look for patterns and common themes. Are there consistent complaints about the bag’s durability, or are most users satisfied with its performance? Don’t be afraid to ask for recommendations from your DJ friends or online communities. They can offer valuable insights based on their own experiences. Choosing a bag from a reputable brand with a track record of quality can give you added confidence in your purchase. Searching for “best dj cartridge bags & cases reviews” online can be a great starting point.
Budget and Value: Finding the Sweet Spot
Finally, let’s talk about budget. Cartridge bags range in price from relatively inexpensive to quite pricey, so it’s important to set a realistic budget before you start shopping. Keep in mind that you often get what you pay for. A cheap bag might seem like a good deal at first, but it could end up costing you more in the long run if it doesn’t adequately protect your cartridges or if it falls apart quickly.
Consider the value you’re getting for your money. A more expensive bag might offer better protection, durability, and organization, making it a worthwhile investment. Look for bags that offer a good balance of price and features. Don’t be afraid to shop around and compare prices from different retailers. Sometimes you can find great deals on high-quality bags. Ultimately, the best dj cartridge bags & cases are the ones that fit your budget and meet your specific needs.
Frequently Asked Questions
What are the key features to look for in a DJ cartridge bag or case?
Choosing the right bag really boils down to what you need it for and how you’ll be using it! Think about the size – how many cartridges do you typically carry? You’ll want enough space, but not so much that things are rattling around inside. Also, consider the level of protection. A hardshell case offers maximum security, especially if you’re traveling a lot, while a padded bag might be sufficient for local gigs.
Beyond size and protection, think about the materials used. Durable, water-resistant fabrics are always a plus, and look for quality zippers and stitching. Features like internal dividers and elastic straps can also be super helpful for keeping your cartridges organized and preventing them from bumping into each other. Finally, comfort is key! Look for a bag with a comfortable handle or shoulder strap if you’ll be carrying it around a lot.
How do I choose the right size DJ cartridge bag or case?
Alright, determining the right size bag or case is actually pretty straightforward! First, take inventory of your cartridge collection. How many cartridges do you typically carry to gigs or want to store safely? Knowing this number is the first step! Add a little buffer – maybe one or two extra slots – in case you decide to expand your collection later on.
Once you know how many cartridges you need to accommodate, look at the product descriptions carefully. Most manufacturers will specify the number of cartridges a bag or case can hold. Pay attention to the dimensions, too, to ensure the bag fits comfortably in your DJ setup or travel gear. Ultimately, it’s better to err on the side of a slightly larger bag than one that’s too small and causes you to cram everything in!
What is the difference between a hard case and a soft bag for DJ cartridges?
The core difference boils down to protection and portability. Hard cases, as the name suggests, offer superior protection. They’re typically made from rigid materials like plastic or aluminum, providing a robust shield against impacts, drops, and pressure. This is ideal for DJs who travel frequently or need to protect their cartridges from rough handling. Think of it as the ultimate security for your precious needles.
Soft bags, on the other hand, prioritize portability and convenience. They’re usually lighter and more flexible than hard cases, making them easier to carry around. While they offer some padding, they don’t provide the same level of protection against serious impacts. Soft bags are a great choice for local gigs or DJs who primarily store their cartridges at home and only need a lightweight solution for occasional transport.
How do I properly store my DJ cartridges in a bag or case?
Storing your cartridges correctly is essential for preserving their lifespan and sound quality. Start by making sure each cartridge is clean and free of dust before placing it in the bag or case. A soft brush or stylus cleaner is your friend here! This prevents any particles from scratching the stylus or affecting the sound.
Inside the bag or case, ensure each cartridge has its own dedicated slot or compartment. This prevents them from bumping into each other and potentially damaging the stylus. If your bag has elastic straps, use them to secure the cartridges in place. When you’re not using your cartridges, keep the bag or case in a cool, dry place away from direct sunlight and extreme temperatures. Think of it like giving your cartridges a cozy, safe home!
Are there any specific brands of DJ cartridge bags or cases that are recommended?
There are definitely a few brands that consistently get high marks from DJs! Companies like Magma, UDG Gear, and Ortofon are well-known for producing quality bags and cases that are designed specifically for DJ equipment, including cartridges. They often use durable materials and thoughtful designs that prioritize protection and organization.
That said, don’t feel limited to those brands exclusively. Many other companies make excellent bags and cases that can also work well for DJ cartridges. The best approach is to read reviews from other DJs and look for products that offer the features you need at a price point that works for you. Ultimately, the best brand is the one that makes a product that perfectly suits your individual needs!
How can I clean and maintain my DJ cartridge bag or case?
Keeping your bag or case clean is important for preventing dust and dirt from accumulating and potentially damaging your cartridges! Start by regularly emptying the bag and wiping down the interior with a damp cloth. For stubborn stains or spills, you can use a mild soap solution. Just be sure to rinse the area thoroughly and allow it to dry completely before putting your cartridges back in.
For the exterior, follow the manufacturer’s instructions for cleaning. Most bags and cases can be wiped down with a damp cloth, but some may require special cleaning products. Avoid using harsh chemicals or abrasive cleaners, as these can damage the material. Regularly checking for any signs of wear and tear, like frayed straps or broken zippers, and addressing them promptly can also help extend the lifespan of your bag or case.
Can I use a regular bag or case instead of a specialized DJ cartridge bag or case?
While you can technically use a regular bag or case, it’s generally not recommended for long-term use or frequent transport. Specialized DJ cartridge bags and cases are designed with features that are specifically tailored to protect and organize your cartridges. They often have individual slots or compartments to prevent damage, padded interiors to cushion against impacts, and durable materials to withstand the rigors of travel.
A regular bag might not offer the same level of protection, and your cartridges could easily get scratched, damaged, or even lost. While it might seem like a cost-saving measure initially, investing in a dedicated cartridge bag or case will ultimately protect your valuable cartridges and save you money in the long run by preventing damage and the need for replacements. Think of it as an investment in the longevity and sound quality of your cartridges!
Final Verdict
So, there you have it! Hopefully, our deep dive into the world of DJ cartridge bags & cases has helped you narrow down your choices. Protecting your needles is an investment in your sound, your craft, and ultimately, your passion. Don’t underestimate the power of a reliable and well-chosen bag or case. Whether you’re a seasoned pro or just starting your DJ journey, selecting the right one will give you peace of mind knowing your precious cartridges are safe and sound, wherever the music takes you.
Now it’s time to take the next step. Consider your needs, weigh the options, and choose the best DJ cartridge bags & cases that fits your style and budget. Trust your instincts and remember that every great set starts with taking care of your gear. Now go out there and spin some magic! Your perfect set awaits.