Wall Street PR reports on the woes of Avid, the company behind Pro Tools. What does the future hold?

I'm just terrified of having to learn a new platform, buying more gear and software, and there not being a de facto DAW standard for professional studios. Really, it's all difficult as it is on a pro level to change between studios - having no Pro Tools would suck. 

 

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Sat, Nov 1, 2014 - 12:00AM
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Sat, Nov 3, 2012 - 11:34PM
Colin Christian said about this:

So is there even the slightest chance that Apple MAY eventually grab Avid and adopt Pro Tools or is Logic just going to take over when PT dies? I mean, SOMEBODY has to end up with the code and the rights...right?

 
Sat, Nov 3, 2012 - 11:55PM
Andrew Probelski said about this:

This is not at all suprising to me. While I use Pro Tools daily and was introduced to professional recording that way, my recent exploration into analog recording has turned in to more than just an exploration. I now know I will be using tape in some form or another forever. The sonic characteristics, discipline, and the limitations of tape inspire me unlike Pro Tools ever did. The high cost of Avid peripherals, software upgrades and other add-ons and options ostracizes those who don't have thousands of dollars at their disposal. Why? The greatest records on earth were cut to tape with real talent, hardware, and discipline not being emphasized or taught enough these days! The digital, lazy future of record-making scares me. Corporate politics have no place in art.

 
Sun, Nov 4, 2012 - 12:29AM
Nich said about this:

This is interesting. Andrew raises some very good points. But the other side of the coin is post-production - tape is very unlikely to make a come back there. And honestly, that is a market Avid has well cornered. But yes, as a company they do seem to have a poor attitude towards their customers.

 
Sun, Nov 4, 2012 - 12:35AM
Virgil Scott said about this:

I wonder that Avid will be afloat much longer. I do believe they will focus on their post production customer base more as it dovetails with their video products. I'm unsure what to make of it, the state of things in Daly City must be dismal.

 
Sun, Nov 4, 2012 - 12:57AM
Hamm said about this:

Screw Avid. When it was Digidesign, I could afford to do the occasional upgrades. Now, I can't upgrade past snow leopard because I'll lose about 200 gigs of songs recorded on PTLE v.8. Well, I'm making all my new stuff in Reason for the moment. I'll do that until I can acquire some analog tape machines...

 
Sun, Nov 4, 2012 - 1:30AM
Scottie Walker said about this:

Whomever gets the rights to PT will string along the legacy clients until they burn the whole bridge down. Can Reaper just go ahead and fill that void, please?
And yes, I've renewed my tape bug, too. Best of both worlds!

 
Sun, Nov 4, 2012 - 1:37AM
William Chrapcynski said about this:

Things just haven't been the same since the Avid reorg a handful of years ago. Product support has gone into the toilet and they just can't seem to make a quality product. Their competition has grown to the point where there are more than enough alternative software to go around.

I moved on a couple of years ago and picked up Reaper for my project studio. I also got rid of my 002R and picked up a Focusrite Saffire Pro 40 which ended up having much better preamps.

 
Sun, Nov 4, 2012 - 2:48AM
Neil martin said about this:

For me the main thing is cost, whether people like the sound and work flow or not. They have alienated so many people with the price hike and forcing so many people to upgrade or give up on them.

 
Sun, Nov 4, 2012 - 11:22AM
Larry Crane said about this:

I would lose 90% of my work if I went back to all tape. Kinda like imagining Beyonce is selling only vinyl...

 
Sun, Nov 4, 2012 - 1:19PM
Elvis said about this:

Unfortunately Apple doesn't appear to be very interested in professional applications these days. Apple has many times over the years ignored the financial and professional needs of Protools and FCP users.

Hopefully Avid and Protools will have their source code made public domain or open sourced before the parent company has to ditch. It will keep the supplemental markets alive (plug ins and such).

 
Sun, Nov 4, 2012 - 3:06PM
Scott said about this:

At our studio we use a C24 control surface for mixing. It's incredible. Is there any other company that could build something like this? We need something better than HUI.

What about all the touring bands that use Venue boards? Who's making anything comparable?

 
Sun, Nov 4, 2012 - 4:04PM
Marco said about this:

Um... That's not the Wall Street Journal.

 
Sun, Nov 4, 2012 - 8:00PM
Mike Colucci said about this:

Yes, what Marco wrote. This post is definitely not from the Wall Street Journal. Its from something called Wall Street PR. I'm not saying AVID doesn't have problems, but the bleak picture described in the link doesn't have the Journal's reliable weight behind it. Wall Street PR is a pretty inconsequential internet creation. Not standout material by any means. I would never make a stock trade based on it, that's for sure, and I do this for a living.

 
Mon, Nov 5, 2012 - 12:23AM
Larry Crane said about this:

My mistake on the WSJ confusion. Who knows what any of this could mean...

 
Mon, Nov 5, 2012 - 9:09AM
Sean Morse said about this:

I long for a day that ProTools is no longer synonymous with a 'proper studio', but I don't hold out much hope for it. Like Microsoft, they're still the big boys in the game, regarless of their business practices, disconnection with their user base, poor design, rapid upgrade cycle, and terrible customer service. As most of us studio owners struggle to keep the doors open, not many of us can afford to invest in a new platform or turn down business because of incompatibility.

It seems clear that Avid's priority (like Digi's was) is making money and cornering the market. I'm sure they'll recover and get back to screwing over it's user base soon enough.

 
Mon, Nov 5, 2012 - 9:45AM
Markb said about this:

F pro tools. Havent bought a product since 01. Whatevs, im a home user. But i always thought alot of the big boys used other brands like apogee lynx lavry whatever as frontend and then just had a ptools card to host the software. Just saying. They suck. If this market software system is so awesome, how come it sucks? At least reaper is open.

 
Mon, Nov 5, 2012 - 11:45AM
Matt N. said about this:

I feel like Avid/PT has really been dropping the ball for a long time now. A market approach in a tech sector that relies solely on outside R&D and branding is cheap, but not wise. Since Moore's law doesn't really apply to delta sigma converters, and since most semiconductor firms have pretty much shifted all R&D dollars to low power/consumer/cell phone technology, we're left with delta sigma converter designs that are bordering on ten years old. So all Avid can really do at this point is take big steps sideways with their technology, market the crap out of it like it's the next huge thing, threaten to "outdate" older (and better made) devices, and hope you'll buy into it. Not a good place for them to be, but hey, this is what happens when Wells Fargo is one of your largest shareholders.

 
Tue, Nov 6, 2012 - 1:03PM
ericdano said about this:

Avid/Digi has missed the boat. Look at what Apple did to Logic. It put it in it's App store and lowered the price to $199.

Why? Because Apple knows the target market, the prosumer. Also because there are so many competing products in the same space (including ProTools).

What Avid needs to do is drop the non-HD version of Protools to $299. No limits on tracks or anything. $299. Upgrades from previous versions $129. There are a LOT of people who balked at the price of upgrades and just to get into ProTools.

I for one never upgraded to 10 because the upgrade price is insane. I can do everything in Logic, and Logic offers non-realtime bounce. Huge time saver. Plus, it works with AudioUnits.

 
Wed, Nov 28, 2012 - 1:34PM
Ryan Biggs said about this:

Toppling ProTools from its throne as the "Serious Professional"'s choice would be a good thing. There are other solutions out there that are really great and sometimes seem more innovative (Logic, Ableton, etc). An end to the ProTools hegemony and more even competition could be a good thing. I also agree that with the commenter who suggested targeting prosumers - its a much MUCH larger market. It's not professional musicians that keep Fender and Gibson in business.

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