Many of you responded positively to our open letter written to the new Avid CEO this week, it has been the most read, shared, and liked article ever on the site. Furthermore, many leaders from the industry responded to it by email, not wishing to go on record, but wanting to say how much it resonated with them.
We do hope Avid don’t think these were the usual suspects who ‘just like to moan’. These are top people who come from the world of production, top music and post studios and TV, software and hardware development, and all of them are passionate in their desire to see Pro Tools flourish. Dismissing their feelings would be a grave error at this juncture of the Avid journey.
A small proportion of readers felt it was a little harsh and gave the man little chance to set out his vision or his plans. For the tiny few who felt it too personal or offensive, then it was not meant to be either, simply expressing our disappointment at an opportunity missed by the new CEO to demonstrate an empathy towards the creative customers that Avid serve. It may be a cliche, but there is a lot of truth in the expression ‘you don’t get a second chance to make a first impression.’
In the meantime we have submitted some questions to Avid which are pertinent to the questions being raised by the creative community they serve. In the meantime our friends at Broadcast magazine have published an interview which puts growth at the central message of this new tenure, although it is light on detail, but that may come in the weeks ahead.
So, we hope that this plea to the new CEO of Avid, will be read and considered by him. We firmly believe that any growth plan has to put creativity at the heart of it.
We are not alone, take this article by the Guardian writer Damien Walter it is long, but this resonates so loudly with current thinking, here is an excerpt “But the green shoots of a creator culture are only just bursting through the rubble of consumerism. Most of us are still plugged in to a mass media that equates creativity with branding and marketing and ignores its potential for human development. Businesses are still afraid of the ideas of their own employees, missing the fact that this creativity is their only hope of adapting to changing times” he summarises his article with “Our systems of government, business and education must make it their mission to support the creative fulfilment of every human being.”