Is BorisFX taking over a good thing or a bad thing?

[Mads Nybo jørgensen]

Hey Kelly,

VEGAS has been on a journey.
I’ve got the latest version, just because it is nice to have, and I got a good deal.
BorisFX plugins are already in use inside VEGAS.

And it is only recently that BORISFX also took control of MAGIX Sequoia, Samplitude, and Music Studio.

Whether it is smart for BorisFX to enter the NLE market is another question.
Although adding to the concern is that BorisFX also took Media100 under its wing. Notsure what is happening with it these days. It is a MAC only software:
https://www.media100.com/

Whereas VEGAS is PC, so maybe that makes sense.

The bigger question is: Why do it, as there are many A.I. editors, even Youtube has one, that are entering the market.
Whilst at the same time the bigger NLE’s, such as Davinci, Adobe and FCPX are bringing tools to their core base functions that, in some ways, are putting some 3rd party plugins out of business.

Or as we have seen recently, both Adobe and Apple have recently acquired third-party plug-in/motion graphics providers, which is already making their way into their NLE’s whether the professional version, or non-professional with a heavy dose of A.I. help.

Maybe this is it; BorisFX needs to read the market and be ready for that “Strategic Inflection” point.
(Andrew S Grove wrote a book on that subject, “Only the Paranoid Survives” – one of my all-time favourite business books.)

Until I heard this news, my money was that AVID, under new management/ownership, would do a takeover of BorisFX as quite a few of the high-end post-houses advertise “AVID Ultimate with BorisFX” + the audio side of BorisFX would fit in with ProTools.

Although Native Instruments, which in recent years took ownership of iZotope, is currently under administration, and would at the right price be very attractive as a takeover proposition.

Just a few thoughts. There are likely to be loads of changes to come.

Atb
Mads

media100.com

Media 100 - Professional Mac OS X Video Editing

Media 100 is fast, full-featured video editing software for Mac OS X.

[Ralph Hajik]

I agree, Vegas Pro has been on a journey from Sony to Magix and now Boris. I was shocked to get the email stating that Vegas Pro has found another home “BORIS”. I hope it’s for the better. Good luck to all Vegas Pro users.

Ralph Hajik

[Mads Nybo jørgensen]

Hey Ralph,

Yes, we are not no to a great start when BorisFX renames the VEGAS upgrade, that I only purchased in November last year, without explaining the difference.

And I am not about to spend more money for another perpetual upgrade. When I am already spoiled for choices.

If spending money with BorisFX it is more likely that I use the money on their plug-ins, than Vegas.

This may change as we see what magic Boris will add to Vegas to make it serious a competitor against the likes of FCP and PPro.

Atb
Mads

[Ralph Hajik]

Yes indeed. I’m also waiting to see what happens to Vegas Pro in the future before I upgrade.