Thanks to Brandon for this tip via Facebook...Avid, manufacturer of high end video editing software and hardware and parent company to Digidesign (makers of ProTools) and M-Audio (makers of low-cost MIDI controllers), has decided to dissolve those brands and incorporate them all under the Avid moniker. There's just a small blurb on their web page at the moment, so not much info on what prompted the move is available. One can speculate, though, that the shaky economy combined with increased competition from companies like Apple (creators of Final Cut and Logic) and a newly flooded market for controllers may be putting the squeeze on, thus making a move like this a bit more sensible.
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8 comments:
lets hope avid keeps minds its own business. If they make try to make protools anything like Media composer you'll start seeing a lot of people jump ship.
I remember reading about this about a year ago, that this was going to happen in the future. I'm not sure it's a good move for them, as Avid and Digidesign/M-Audio appeal to different markets really, so combining them together I think will hurt them, at least with the M-Audio stuff, probably not Pro Tools.
I think a lot of people have already jumped ship, to be honest. Ten years ago I knew tons of people who used ProTools. I don't think I know a single one anymore. Everyone has switched to Logic, Ableton, or Cubase in some variation. An engineer friend of mine said that he thought the only thing that kept people using ProTools was all the time and money they'd already invested in it.
That said, as a former video editor, I always enjoyed Media Composer. Wouldn't be right for music production, though.
Apple was not the creator of Logic.
Thank, Anonymous. I've been using Logic since version 4, so I am well aware they aren't the originators, but the program has changed significantly enough since the Emagic days, that I think it's safe to give them credit.
Actually it's just the digidesign brand name they're retiring. http://www.digidesign.com/index.cfm?navid=48&langid=100&itemid=40433
Can't get the Digidesign link to work, but on the Avid page, the headline specifically states "Five Industry Leaders Becoming One" beneath which it lists Video, Digidesign, M-Audio, Pinnacle, and Sibelius. Did something change?
Looked at the Digidesign site and it says "Digidesign is Avid". If you go to the M-audio website, it has a similar banner saying "M-Audio is Avid."
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