Aindreas Gallagher
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Yes rather, a mentor of mine told me to really try not to use the hackneyed ‘it’s not the tools it’s the talent’ line if at all possible.
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[Bill Davis] ”
I think the “elevation” of general purpose video editing into a mainstream form of communication is liable to be transformative. There will always be professional editors with high level skills and business models that drive their work and paychecks. But up to this point in history, it wasn’t really possible for specialized skills such as video editing to spread out of the pro shops and into the larger population. Today, I know a lot of business owners who are increasingly “video fluent.” It’s the guy who owns the dog training operation shooting his own training sessions, editing the results and using it just like the sports teams do to drive performance. It’s the small business woman who figures out that she CAN set up a camera and even if she’s not completely smooth and professional, can do a credible job of demonstrating her new product or service.”Bill, I’m not using this as a crack, but in the last week or so, you’ve made negative reference to the historical skills mess from the birth of desktop publishing in reply to simon ubsdell on youtube video usage I think – referring to the proliferation of tools usage in that crazy period of dissemination of publishing skills – fonts ago-go, and bad design.
And then I read the above quote and I am confused to the point of being brought to a stop..
As someone who was half formally trained in print design and typography, I was never much in fear of new entrants with page maker and a leaflet they needed to make. I was however utterly inspired by carson, neville brody and the other new wave typographic practitioners. they ripped up the book. they reformulated what type design meant – and the digital transformation completely underpinned their leap.
Right?
we understand that both of us yes? So we have a casual wholesale dissemination of tools availability – for anyone – allied to an explosion of entry and execution for those operating at the highest level expression of talent in the typographic and design industry. great stuff.
So simultaneously both for the casual; pagemaker – latterly word or anything, and then Quark, fontographer, illustrator, Aldus products for the professional – all good – *but* there is no moron’s drumbeat to make one mulch of anything. we all arc away.
looking back, it is an over-said truth that there was bad design – fine – tools and availability were magnified incredibly – but it was grand, it all sorted itself out.
nevertheless, the idea that the entrance, the show stopping entrance of a guy badly putting together a corporate six page newsletter was a harbringer of transformative change to the craft of design and typography is laughable right Bill? because it wasn’t.
I’m really wondering about what your guy here below brings to the party:
I know a lot of business owners who are increasingly “video fluent.” It’s the guy who owns the dog training operation shooting his own training sessions, editing the results and using it just like the sports teams do to drive performance.
What do you actually mean bill?
do you mean that editing doesn’t matter fullstop, or do you mean that editing doesn’t matter to him? Do you mean that editing is that typographic flyer on his wall with bad comic sans? And that is what editing should be?Seriously Bill – do you actually care at all about the craft of editing? What are you saying?
then you say all this guff:
editing the results and using it just like the sports teams do to drive performance. It’s the small business woman who figures out that she CAN set up a camera and even if she’s not completely smooth and professional, can do a credible job of demonstrating her new product or service.There was a point in human history when the ability to read and write was the great distinguisher between those who had the best chance of upward mobility and those who didn’t.
It’s interesting to imagine what “visual communication skills” will enable for people who have them in the future.
It’s interesting to imagine what “visual communication skills” will enable for people who have them in the future
I’m going to answer that Bill – its a flyer.
OK? you’re describing a flyer.
that aside.
there are things to do with FCPX that annoy me, the biggest thing is that Apple decided that tool and market dissemination wasn’t enough, they had to take adobe illustrator, Photoshop, the Aldus products… Quark and smash the video version of that into a grey consumer mulch which they would then throw away as a loss leader.
they’re like microsoft – they are killing the entire field of editing, avid et al while they’re at it, and offering up a half baked nearly unusable version of their consumer editing app for three hundred dollars! nobody ever has to think about editing again!
even microsoft never shafted the humanitarian arts as badly as apple is doing.
they are wrecking the technical market for the pursuit of the art and craft of editing. they are about destroying the entire market. Apple are nearly the worst thing that ever happened to the moving image software maket at this point.
think about it – they are killing the entire market in a pure microsoft fashion by making it economically inhospitable. Immense market leverage for the price of a proverbial burger. Does this remind you of anyone? Do we think we will see any other new innovations? in a 300 dollar perpetuity pagemaker market? Why don’t they just make it free? At least then we could launch netscape style anti-trust.
People say that, at their worst, Microsoft deadened the stuff closest to them – OS’s, browsers for a while, word processors, speadsheets, etc.
well.. welcome to your very own nightmare apple: because you are smothering with price and leverage the heartland market your dead founder stood in front of –
your crossroads of the arts and humanities: you would smother any other entrant, and you will sell software for five bucks if needs be to kill and command that market.
If Avid goes under, and premiere limps along – what’s editing got now that Apple got rid of everything?Editing has Apple the way the browser had Microsoft.
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Sure, I like to name things too – it really helps in these situations, but aren’t you still spooling through tiny thumblnails until you see the clip title corresponding to the Sunday evening spot endboard? They’re not independently selectable items or sequences for export. They’re locked into that weird audition carousel that you have to spool around one by one every time to get to the board you want. That’s a little ridiculous isn’t it?
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just out of curiosity – what do you say to simon’s point about not being able to see the contents of an audition before you select it? how would you see that working with the forty endboards you mention?
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alright sure – say – Occams razor jeremy – which is better: multiple tabbed sequences as we understand them, or FCPX architecture employing gaudy auditions?
Why am I trapped in weird visual tricksy metaphors? who came up with them? how familiar were the FCPX designers with job paying workflow? how boring is that reality for them? how much do we think they care for implementing and curating an incremental skills base for a niche target market like editing?
I will now carefully quote the only thing we really do know, from a half decade FCP coding alumni called sachin argawal.
“I worked on Final Cut Pro from 2002 to 2008..
Apple doesn’t care about the pro space. The pro market is too small for Apple to care about it. Instead of trying to get hundreds or even thousands of video professionals to buy new Macs, they can nail the pro-sumer market and sell to hundreds of thousands of hobbyists like me. Apple doesn’t compete on features
From 2006 and 2007.. people were choosing their hardware and software based on format support, or specific features they needed. That’s boring. Apple doesn’t play that game.
let’s… have that last line again – it refers directly to our entire industry, our livelihood, out ability to put bread on the table:
That’s boring. Apple doesn’t play that game.
one more time- truncating.
Apple doesn’t compete on features . That’s boring. Apple doesn’t play that game.
Apple had the market won, and we had good ground under our feet, but it grew to bore them so they trashed it all for their own ends.
Auditions are just a tricksy thing that apple engineers came up with to please Steve Jobs at the weekly board room demo. this application is a half imovie corporate infighting mess. Larry Jordan is now flat out saying that they ignored all private feedback. He uses the direct phrase hubris.
It goes to the heart of what apple are, or are not, as a software company: Apple are not fit to generate professional software.
and sure here – let us all enjoy the last section of Sachin’s post with my own rude interjections..
So… it was time to reinvent the video editor. And Final Cut Pro X really delivers there. LOOKS GREAT. FCPX isn’t defined by a feature chart. It’s not trying to do more than its competitors, it’s doing it better. YOU GENIUSES.And once again, Final Cut Pro stands on its own. LIKE MOTION BECAUSE THAT WORKED OUT.And once again, Final Cut Pro will expand the market of video editors out there, and I’ll be one of them. YOU”RE BRILLIANT.Final Cut Pro 1.0 didn’t win over every Avid user, and Final Cut Pro X won’t win over every Final Cut Pro user. NOT A SINGLE ONE. But they’ve laid the foundation for something incredible, ITS CALLED PPRO AND AVID MATEY. and I can’t wait to see where it goes from here. THEY’RE SHUTTING DOWN PRO-APPS IN 36 MONTHS Congrats to all my friends on the Final Cut Pro team who shipped this incredible release! THEY OUTDID THEMSELVES BUDDY THIS IS A NEW, BRUTAL KNEE INTO THE GROIN TO THE ART AND CRAFT OF EDITING.
to you apple – to you, and your hideously self involved care for the crazy ones.
https://www.youtube.com/watch?v=dX9GTUMh490
if anyone is confused – this ad means absolutely nothing.
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chris good sir, you speak to my deepest second heart.
I met tom baker back stage on ‘the mask of moriarty’ at the gate theatre in dublin, aged twelve, courtesy of the mother who is forty years treading the boards in our town.
He leaned down and boomed “helllooo” with a big, impossibly toothy grin. He was just great. Insane childhood highlight.
I do rag on Mr. Ubillos to a ridiculous degree given I’m a pleb, but.. I am savagely inclined to tweak his nose. said the gnat on the windshield.
that aside: the doctor’s wife?
BEST. BLOODY. EPISODE. EVER.
Neil Gaiman ftw.
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THERE *CANNOT* BE TOO MANY BUELLER QUOTES.
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sure what is “most of pro apps team” tho?
they used to run a ton of apps – now its a lone editing app built out of imovie and legacy motion – sure isn’t the point we have no idea what is left in there?
and.. I read some reasonably persuasive stuff that the QA line was a tad PR driven, given where, geographically, people got fired, and where the relative departments were.
Also I’m leery of the notion of Ubillos as the godfather of editing. the version of premiere he developed was crazy. I had to use it at college. if you look it up, there are some insane comments he made defending its short comings at the time- seriously google it, its also waay down the comment thread, but he really said whacky things way back when about availability of plugins and stuff (I’m iffy – look it up!).
Surely Randy Ubillos is ultimately a guy in a job, a brain heavy industry high profile job sure, but its job, he’s not a pope, and he just drove an industry standard software platform into a wall at 85kph.
Discovery has dropped FCP, CNN has dropped FCP, the BBC has dropped FCP, a whackton of third level has dropped FCP. Isn’t there a limit to this?
positing that some mythical new entrants will upend the market with this weird buggy software does. not. hold. water.Ubillos wrecked the house. He wrecked the FCP house. He actually trashed it.
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Honestly Oliver, I’m not sure this stuff was ever their bag? They paid a fierce amount of attention half a decade ago – but do you think there is a worldclass pro-video coding group in Apple? Honestly?
there were rampant rumours here a few months ago that the FCPX software coding got hived off to the itunes team for gods sake.
they fired most of the pro-apps team in early twenty ten?
I.. just don’t think there is the makings or numbers for a pro editing app in Apple full stop?
like its going to be a slow grind to halt over 24-48 months aperture style.
..Do you think there are two people in apple that care about aperture?Put it this way – this X application say is motion right? but with no bought in FCP ecosystem to back it up. stands or falls on its own.
As in FCPX is, intellectually, as a choice – motion, on its own, with no industry standard like FCP7 to underpin it. that is how weird FCPX is.
As buggy as motion, as weird as motion relative to the target market, possibly as under resourced as motion.Apple, in ten years, have no signature professional software to their name, in ten years they have created – none – they bought in some, and then they just killed all of them.
Why is FCPX different? Its just as buggy, just as glommed in chrome, just as obtuse relative to industry practise – how did motion throw behaviours get on?
they killed after effects right?Primary storyline is a world beater. Oh no wait – its not. Its just some useless stuff Apple came up with all on their own that the entire industry is going to completely ignore – because it is a useless conceit in a buggy chrome heavy application that apple is, like clockwork, going to forget about in three years time.
Again – Randy. Ubillos.
Thanks for this. no really – thank you for making January Learn Avid month. This is all – just great.http://www.ogallchoir.net
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