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Expanding the Possibilities.
The majority of the event took place on Saturday the 22nd, centered around a keynote speech by Avid's CEO Louis Hernandez, Jr. Going on his continuing belief that it's all about the "Storyteller" in today's media, he declared the Avid Everywhere program "Mission Accomplished", providing an unparalleled level of connectivity among creators, producers, engineers, media enterprises, and so much more. In reviewing the last year or so of Avid's operations, he noted a company policy of "Adapt or Die" as the industry witnesses "a time of unprecedented change". He hinted at how much the company is paying attention to trends such as 4K/UHD broadcasting, immersive audio, and virtual/augmented reality.
To that end, Avid dropped one of the biggest announcements that the post-production world has heard in a while - they have entered an alliance with Dolby to include native ATMOS mixing functions into Pro Tools | HD for greater than ever workflow. To be added into an upcoming software update, users will have full object-based control of their mixes. Furthermore, Dolby themselves had representatives as part of the presentations throughout the weekend, and they too will offer add-on products in the near future.
Also, Avid will be going full speed ahead into the Cloud, partnering with Microsoft and their Azure platform. This new integration will truly make "Avid Everywhere" as you can fully operate in your Cloud environment - even the applications themselves! They also announced that they'd extended Cloud collaboration to the free Pro Tools | First program, truly giving you recording freedom.
The rest of the convention Saturday and Sunday was divided up into breakout sessions and discussion panels, allowing attendees to get more detailed tips, seminars, and feedback on the more specialized aspects of their needs:
- Transforming the Media Enterprise – Innovation in Business & Technology
- Empowering Collaboration – Talent, Tools & Technology
- Mastering Your Craft – The Art of Cutting Edge Storytelling
Many thanks to Avid for their hard work and hospitality this weekend. Dale Pro Audio is proud to retain the prestigious title of an Avid Elite Solutions Partner.
