VLOB: Dear Avid: Please Be more Software Centric


I have a lot of Avid swag because I know someone who sells one of their flagship products. Just because I have that possible conflict of interest of being biased; I think Avid had shot their foot in 2008 when a software-centric/CPU-agnostic Final Cut Pro from Apple showed how you didn’t need iron clad boxes to edit video in the 2000s! Sadly, I see Avid being one of these vendors that are fleet-quality. Much like selling Fords in the masses to customers. Large edit houses and local TV stations buy HP and Dells mixed with Nvidia boards in bulk to satisfy Avid’s HCLs. Macs in general are a mixed bag.

Running Media Composer in some ways is like running an emulated application designed for another platform of a former generation. I have not tried anything past 2019 versions because I wanted to build so much knowledge on the legacy platform. I do sense of lapse of business decisions and R&D to just *improve* with modern hardware.

Any computer made after 2010 with a midline CPU and GPU; should be able to handle lower res 720p to 1080p without much hassle. Oh wait it’s possible. Edius for PCs, Final Cut Pro for Macs, and Adobe’s Premiere. Enterprise creative pros should have choices. Freelancers should be able to get a foot in the door. Locking out the environment in both a figurative and literal sense is a really sad message that this Middlesex County company is doing. Thank you if anyone cares to hear my constructive rant.