This week, AVID (designers of Pro Tools) announced that they purchased Euphonix. Euphonix designs human interface devices (mixers) for DAWs (digial audio workstations). A few months ago, AVID sent out a press release to remind Pro Tools users that Digidesign, the original developer of Pro Tools, was owned by AVID and that it will now lose the Digidesign name in place of AVID’s. AVID also owns M-Audio, whom creates low cost audio cards, of which I’m a huge fan of.
What does The acquisition of Euphonix mean for you? Probably not much. Do you need to purchase another control surface? Do control surfaces really allow you to mix or track faster or more efficiently? Personally, I’m efficient enough with a mouse and my audio rack. But that’s just me.
Digidesign / AVID tend to focus on one thing at a time. Let’s go back in time and see their trends:
1997, Pro Tools 4: More tracks at once, more plugins at once with the |24 Mix|24 and d24, stability in Mac OS.
1999 late/2000, Pro Tools 5: Home recording with the Digi001. It came with the Ignition plugin pack.
2002, Pro Tools 6: Compatibility with OSX 10.2, new user interface with updated send controls, Digibase, Beat Detector. Pro Tools 6′s interface seemed much more responsive that Pro Tools 5. Pro tools didn’t have much competition during this era. Cubase and Digital performer were used by some, but not many. It’s only real competitors were Cool Edit and Deck because they were so cheap. For professionals, Pro Tools HD hardware was available.
2005, Pro Tools 7: M-Audio card support, more sends per track, REX and ACID files, and plugins are used less resources. During this era, AVID was focusing on virtual instruments. Apple’s Logic was making a big splash in the music industry because of all of it’s virtual instruments and track numbers. Logic’s bouncing algorithm and latency are proven to be far better than Pro Tools. Composers are still complaining about Pro Tools’ midi editor. AIR plugins are introduced.
2008, Pro Tools 8: Customizable user interface, a score editor is added, you no longer need to pay an outrageous price for 48 tracks (in LE), Session Templates, more AIR plugins. Elastic audio makes fixing tracks easier with the efforts of our CPU.
2010: Euphonix is purchased, corporate rebranding seems a priority. I’m not sure how well that’s going. If you go to www.digidesign.com or www.avid.com, there are many 404 errors, the site doesn’t have a clear mission, there isn’t one single place that you can see all new products.
Yes, I know I left out Sound tools, Venues and Pro Tools III.
So what are these trends? More Tracks/Plugins at once, more plugins to choose from, a focus on prosumers for 2 eras, a focus on stability and interface design, and finally a focus on virtual instruments and ease of editing. That leaves us with 2010 and beyond. What’s next? Details about the future of Pro Tools always seem tightly guarded. But there are some huge things that they have missed over the years that drive their patrons crazy.
Why do I still need to buy an upgrade to export to mp3?! Why is Pro Tools LE limited in tracks? Why is there no delay compensation in Pro Tools LE? Pro Tools HD hardware is almost a decade old! Why does it still cost so much?
AVID should reboot Pro Tools HD and LE with version 9, combining them. Pro Tools 9 should utilize any audio hardware. If that hardware happens to be TDM based, it should harness that power. If it’s not, it should utilize should use the CPU. Speaking of the CPU, AVID should also include Apple’s OpenCL and Grand Central Dispatch calls in Pro Tools 9. This would allow Pro Tools to use every single processing core in your Intel CPU, as well as the very powerful processor in your graphics card. AVID could then charge a premium on it’s software. Probably between $499 and $699. Pro Tools TDM hardware will soon be obsolete. TDM Technology was invented in the 1870s! Yes, 1870s. Not 1970s. Yes, large productions like Hollywood movies and concert halls will still need large interfaces. But many professional studios and prosumer studios will not need to purchase $3000 audio cards to achieve professional sounding recordings. In fact, if you can’t make a great recording with a Digidesign Digi003 or an M-Audio Delta1010, then you are probably doing something wrong.
Pro Tools 9 should also focus on the new music middle class. We are producing our own albums, selling songs online, streaming our audio for free. Not only should there be a free mp3 export, but ogg, aac and flac. Metadata should be able to be saved in bounced or exported files. Each Session should have it’s own metadata that’s included in each bounce or export So musician names, producer/engineer names, studio names etc are always included when someone purchases the song or CD-TEXT is written. It should be free to export session data to universal formats. Why does DigiTranslator still exist? Multiple plugins should be able to be opened at once. Simply put the track name that the plugin is associated to on the top of the window.
If AVID doesn’t fix certain things, free programs like Ardour will over take them in the consumer market. Ardour uses a XML session format, it supports VST plugins, it automatically compensations for plugin delay, and it’s tracks are limited by your computer.
Regardless, I still use Pro Tools over every other audio suite and will probably keep using it for the foreseeable future. It’s interface makes sense. It rarely crashes. It’s plugins sound great. If you register your Digidesign products, their tech support is outstanding.