Going out on a limb here with this post, but I think there’s merit to what I’m about to say.
I’ll admit a special place in my post production heart for SONY Vegas Pro. I learned to cut, grade and handle audio all within the one interface of SONY Vegas since version 5 that allowed me to get alot of work done – until it began to let me down when the first two versions of Vegas Pro 10 were released in the fall of 2010. It forced me to purchase and grudgingly learn to use Adobe Premiere Pro CS5. Although PPro is a solid editing application, the way it handles audio and color correction & grading leave alot to be desired IMO. It’s stuck in an old paradigm that is inefficient in my opinion.
So what does this have to do with with this announcement about SONY Vegas Pro?
I’m revisiting Vegas Pro 10 now that it’s been updated to version 10.0d. And it’s because of what it can do if I don’t need to share a project – which I have yet to requested of me, that’s causing me to reassess using it again.
Although Apple FCPX is a new paradigm for them, and the resulting fallout from established post production houses clearly flexing what muscle they have by moving to competing software apps, the paradigm shift that’s taking place is one that may be finally rearing its ugly head publicly for the established niche editor only.
That of the post production house is a dying breed.
Professional post houses are a very small part of a software companies sales, and they typically are also more high maintenance in relation to prosumers/idie type shooter/editor customers.
I respect what really good editors are capable of producing out of hours of raw footage, but are we missing the bigger picture here?
The democritization of the tools used to create compelling content has made it possible for anyone to shoot and edit said content. As many well know – alot of it is pure garbage as can be attested by going to YouTube.
But there are those talented indie shooter/editors who are bypassing the gatekeepers and are producing exceptional content and make a name for themselves. A look on Vimeo and ExposureRoom are but two examples of quality content to be found.
It’s my opinion that’s the market SONY Vegas Pro and Apple FCPX are targeting their products for. Adobe and Avid smell blood in the water in the wake of Apple’s release of Final Cut Pro X, and are offering steep discounts to those post houses who feel abandoned by Apple – and many of them are making the switch as a result.
It’s a bitter pill to swallow for those who have made a name for themselves over the course of the past decade as boutique post production houses based on Apple’s Final Cut ecosystem, but it’s my belief a new breed of content finishing is now truly emerging.
That of the solo, independent production entity. Post production is now in the hands of one, or at most three people, where all shooting and post production is done in house. No more farming out the work to a third party post production facility. The internet is the distribution platform, the creation and post production of content stays in house on affordable PC’s.
You create your own unique ecosystem and as a result, maintain all control throughout the whole production and post process. Something unheard of just ten years ago. SONY’s Vegas Pro on the Windows platform and Apple’s Final Cut X put the tools of post production into the hands of the masses to create their own unique vision.
Very exciting, and yet scary, times indeed.