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Re: Final Cut Pro X. Now What? Keycode Media - Video now online

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Michael Kammes
Re: Final Cut Pro X. Now What? Keycode Media - Video now online
on Sep 1, 2011 at 1:23:11 am

We were as taken by surprise by FCP X as anyone else was. Resellers, like most of the public, are kept in the dark when it comes to Apple development, despite what the rumors say. As I wrote in my blog (, the concern Apple has for VARs is virtually non existent.

Yes, Key Code Media has historically sold a great deal of Avid product (most in the country, if not the world). Avid adopted a VAR model a while ago, and the Hollywood market in the late 90's made it fertile ground. Through the years, however, we've made it a point to not ever push any of the post & post production products we carry if it doesn't fit - and thus we carry many competing technologies. Avid. FCP. Premiere. I'm sure if there was more demand, we'd sell more Edius as well. You should see our SAN line card....*shutters*

So, with that back story, I believe our position has not changed. If your workflow DEMANDS features FCP does not have, then we'll recommend what DOES fit best and/or improves the workflow. This was true a year ago, 5 years ago, etc. Simple as that.

This is, of course, also tempered with a "wait and see" attitude. If you can wait to make a decision, why not? FCP X will have updates. Avid will have an update in the forseeable future. CS6 will be out...sometime. It's a constant wait and see attitude. At some point, you need to bite the bullet, and WHAT will work for you on the day of reckoning? That's where we help narrow down the choices.

FWIW, I am very, very impressed with the strides Adobe has taken over the past few years. Blown away, even. I recommend them often. Of course, in the past 3 years, Avid, AMA, and 3rd party I/O while retaining the core product that is Avid have made it an excellent choice as well. I push no product without client cause.

TODAY, FCP X will not work for a majority of my my multi-step workflow clients. Period. Thus, we recommend Avid or Premiere.

As Larry Jordan said in the seminar, do not confuse the launch of FCP X with the product. FCP X will have a place in the Post Industry once it matures. However, as also mentioned in the video, within the radius of Hollywood, and all the workflows Mother Hollywood needs, that maturity may never be enough.


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