![]() That’s a support plan not a value proposition. We mean timely updates and additional features. A subscription product requires a consistent value proposition. The Change Avid Need To Makeīut here’s the one big change Avid need to make if they are to use this moment for growing rather than shrinking their customer base. It will be interesting to see what Flex looks like when it matures but in the meantime we are sure the conversation around subscriptions will be the main topic being discussed. Pro Tools Flex is harder to understand at present as much of the additional content is yet to be announced but it’s something which will become more attractive as it is populated with new content, in much the same way as the Pro Tools Inner Circle offer is growing over time with over $2000 worth of plugins and content for all annual Pro Tools subscribers. For many mere mortals the entry level option is great value. ![]() We’ve all been spoiled by the infinite track count, endless plugin bundles, but tens of thousands of great albums were recorded on 24 tracks of tape, or less. For quite a lot of users the new $10 a month plan will be ample. They get lots of the features that used to require a higher cost. That said, for many Pro Tools owners the new pricing model is a win. Many of us may probably have never bought our first LE systems without that experience. Many started their Pro Tools journey with the 8 mono audio tracks only Pro Tools Free back in the 90s. The new offer is well-defined at the first two tiers, though we would still really like to see a free product. On the subject of HDX support, it’s good to see that the Digilink licence is now rolled into Ultimate as standard. HDX support, the number of tracks and IO, particularly the number of video tracks, and a selection of post-specific features like satellite linking of multiple machines, track and destructive punch record modes, field recorder workflows and advanced video editing are the remaining points of difference between Studio and Flex. If one thinks about the division of features between Pro Tools and Pro Tools HD of a few years ago, nearly everything which was an HD-only feature is now available to the middle tier product. The introduction of surround and immersive formats to Pro Tools Studio brings the middle tier of Pro Tools even closer to Ultimate. Now, that assumption has been thoroughly disproved by this root and branch overhaul of not just the software offering but also the work around bringing new users to Pro Tools with the new, more user friendly onboarding process and the new announcements around the getting started support materials. ![]() To be fair, that assumption was based on Avid’s behaviour over the last few years, their commitment to the lower end of the market wasn’t evidenced by their business decisions. For some time there has been an assumption from many that Avid were concentrating on Post Production users and big studios, and weren’t prioritising the bedroom producer/singer songwriter end of the market. For perpetual licence holders support and upgrade plans are still available and there are new options for ‘off plan’ users to get current.īeyond the licensing changes the really big news to us is the clear commitment Avid have made to the new/emerging artist with Pro Tools Artist. Some will say they are being forced onto a subscription but that is only the case for new customers. While for some the subject of software subscriptions is a red line and many of these users will never be open to a subscription scheme, the fact is that it has happened, and from our perspective Avid have been accommodating in making sure that there are options for everyone. There are incentives to encourage ‘off plan’ perpetual licence holders to get current and the cost of this has been reduced for non-Ultimate users. To be clear, perpetual licences which are already in use will continue to operate as before. The HeadlinesĪvid are discontinuing sales of new perpetual licences, though licences will remain available while they remain in the sales pipeline. However, there’s a bigger discussion to be had that extends beyond the software with this announcement, and that’s what a subscription only pricing model really requires from any brand that moves to this model. Facts are always a better place to start a discussion from… if that is what they want. Some of the critics have some valid points, although some people need to get beyond headlines and read details before smashing their computer keyboard in a rage filled rant. Avid announced Pro Tools 2022.4, with some new additions, but the headline news that’s got the internet on fire is the new pricing tiers.
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