![]() ![]() If one thinks about the division of features between Pro Tools and Pro Tools HD of a few years ago, nearly everything which was an HD-only feature is now available to the middle tier product. The introduction of surround and immersive formats to Pro Tools Studio brings the middle tier of Pro Tools even closer to Ultimate. Now, that assumption has been thoroughly disproved by this root and branch overhaul of not just the software offering but also the work around bringing new users to Pro Tools with the new, more user friendly onboarding process and the new announcements around the getting started support materials. To be fair, that assumption was based on Avid’s behaviour over the last few years, their commitment to the lower end of the market wasn’t evidenced by their business decisions. For some time there has been an assumption from many that Avid were concentrating on Post Production users and big studios, and weren’t prioritising the bedroom producer/singer songwriter end of the market. For perpetual licence holders support and upgrade plans are still available and there are new options for ‘off plan’ users to get current.īeyond the licensing changes the really big news to us is the clear commitment Avid have made to the new/emerging artist with Pro Tools Artist. Some will say they are being forced onto a subscription but that is only the case for new customers. While for some the subject of software subscriptions is a red line and many of these users will never be open to a subscription scheme, the fact is that it has happened, and from our perspective Avid have been accommodating in making sure that there are options for everyone. There are incentives to encourage ‘off plan’ perpetual licence holders to get current and the cost of this has been reduced for non-Ultimate users. To be clear, perpetual licences which are already in use will continue to operate as before. ![]() The HeadlinesĪvid are discontinuing sales of new perpetual licences, though licences will remain available while they remain in the sales pipeline. However, there’s a bigger discussion to be had that extends beyond the software with this announcement, and that’s what a subscription only pricing model really requires from any brand that moves to this model. Facts are always a better place to start a discussion from… if that is what they want. Some of the critics have some valid points, although some people need to get beyond headlines and read details before smashing their computer keyboard in a rage filled rant. Avid announced Pro Tools 2022.4, with some new additions, but the headline news that’s got the internet on fire is the new pricing tiers. ![]()
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