DDJ-FLX4 will not power up/ Illuminate after plugged in the computer

Bought a brand new DDJ FLX 4 first attempt to connect to a computer.

rekordbox software 7.1.3.0322 installed on windows PC intel core i7 32 gb ram 

Controller did not illuminate or connect to the software. I am new to this so I am assuming I am definitely missing some key items.

Please advice.

Thank you