Final Cut Pro X: Avid’s greatest marketing success?
It’s official. Today, after 15 years of using NLEs, OneRiver Media officially purchased our first licensed seat of Avid Media Composer. This was actually a long time coming, as we’re constantly in situations where Final Cut Pro 7 has limitations in how we work in the timeline. And don’t get me wrong; we’re not completely jumping ship from Final Cut Pro. We still have several projects that are in Final Cut Pro 7 right now, and may even continue to use Final Cut Pro 7 until we get solid hardware migration working with Media Composer, namely our AJA Kona 3 hardware. We might temporarily use Matrox hardware in the interim and sell the Matrox hardware if and when our beloved Kona 3 cards finally work with Media Composer.
With today’s release of Final Cut Pro X and the sheer amount of features it has dropped from its functionality really hit home. Rather than sit and wait, I decided to buy a seat of the $995 cross-grade offers from VideoGuys.com while they’re still available. Who knows how long the discounted supply will last for, or how long the offer will last for, right? I was certain last Friday was the last day to buy it, so I felt compelled to buy a $995 Media Composer seat today while I still had the second chance.
I’m definitely still interested in what Final Cut Pro X has to offer, more so in the future than the now. Right now it’s just too young as a version 1 release. But in a version or two, I can see some cool things being added (and re-introduced from FCP7). And don’t get me wrong, there are some really cool features that FCPX has now that I wish FCP7 and Media Composer had, namely the magnetic timeline.
It’s been a fun journey though, all the way back from the first release of Final Cut Pro 1 in the late 1990’s. Before Final Cut Pro, we had a Media100 system, which I was able to sort of hack the hardware into the Final Cut Pro 1 software, which made for some fun. Final Cut Pro was a huge step forward for us at the time, and continued to be. I admittedly had strong animosity towards Avid back in those days. I still think they’re a bit of a pompous company, if ya ask me, but at this point, I feel joining the dark side of Media Composer may end up being the best thing for us at this juncture. I know at the very least it wont hurt us in trying, and if it meets or exceeds our expectations, then all the better.
I know Final Cut Pro X will continue to be a powerful and useful tool for many people, and possibly even us, but for now, we’re going to switch gears a bit, and Avid Media Composer is going to be the vehicle that takes us there.
Edit: Follow up blog post here: Is the trust for Apple gone for good?