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What Could Happen To Pro Tools With The Rumoured Avid Sale?


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You might have caught a whiff of the rumors about a take over at Avid by Francisco Partners.
 

The article below lays outs some examples and considerations of what it could mean for Avid products and ProTools users. Not the most positive about how they address the purchase.  There's so many aspects of the company and user types.

 

But, I expect that smaller industry users and indies might be effected, mostly by pricing.  Which worries me a bit.  I'm hoping that there will be some positives. As users, we have alot invested in Protools and Avid products.  And by far I think it's the highest quality DAW on the market.  There are so many top level studios and media companies that use the software and hardware, I have to believe that major changes and less development will be a hard thing to swallow for them. They might sell off some of the products. Maybe on the video side, maybe even Protools.  

 

There's a pretty good learning curve and maybe not the easiest to learn with all the possibilities and add-ins but the more you work at that level the better it is for you. I don't see this changing much, going forward.

 

Some of the hardware, which I would really want for my studio, like the consoles, are expensive and for many of us have to be budgeted to purchase or do without.  Maybe there will be some reduced pricing for the lower to middle end needs. 

 

And their support is top notch which  I hope stays the same.   

 

What could happen to ProTools with the rumoured Avid sale?

 

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Francisco Partners bought over Native Instruments and Izotope in 2021 to form the Soundwide Group. They later added Plug-in Alliance to the group.
 

However, there have been mixed reviews since they were taken over.

 

A number of concerns have been raised about the direction of the brands since they were taken over. The brands have lost a number of key figures since that takeover. This includes important staff in research and product development. Recent releases, particularly from Izotope, have been pointed to with disappointment at the lack of new features. As a result Izotope have been losing market share to competitors like Waves and LiquidSonics.

 

Company sales can be both good and bad. Business as usual for a while, but change usually comes before too long.

 

 

 

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