Copyright von GFXPunk.

Das Monster Avid hatte viele Gesichter, eines davon hiess Digidesign. Vor nicht allzulanger Zeit wollte nun das Monster nur noch ein Gesicht besitzen und somit nur noch Avid heissen. Wenn man von aussen zuschaut, erkennt man mittlerweile gar kein Gesicht mehr.

Dave Lebolt, Peter Gorges und Scott Church. Was bedeuten diese Namen für dich? Stiff erzählt euch, was diese beiden Namen für ihn bedeuten.

1. Dave Lebolt - Kingpin, the big cheese and the face of Digidesign as a company.
2. Peter Gorges - The face of AIR, the team that - at least to me -
   was there to connect Digidesign and Pro Tools to a whole new generation
   of music producers, among other things.
3. Scott Church - Digidesigns only real arm stretching out to the end-user.

They are in other words ‘connection symbols’. Whether this is true
or just illusions of mine are actually completely irrelevant. You see,
symbols are important, and what makes up a corporate image and face.

Thus I state that Digidesign is now faceless.

We can speculate how much we want about the departures, but it won’t
really get us anywhere other than to a forest of rumors. What I do want
to ask Digidesign or Avid, or whatever they want to call themselves, is
this:

What will your new face be?

A ripple of doubt has been sent through the end-users. A new face is promised
in a press release with statements from a leader that has now resigned.
What will you do Avid/Digidesign to restore faith in your operation?
What is your intention now? What are your plans for the future? What
face will you mold now? All over the web the haters are laughing while
your followers are questioning where you’re leading them.

You ask me? I’m glad you did.

Present us to the icons that will make out your new face. Conquer
the web (it’s slightly ridiculous to see that no audio company has
understood just how much there is to gain by doing this - not even
Apple!). Give us an indication of the future, a teaser, a trailer that doesn’t really say anything other than “we’re on it!”. Preferably in that order, but feel free to shuffle it up if it interferes with your current schedule… Do it all at the same time.

All of that is of course just PR. There’s still so much to be done
software- and hardware-wise. But this is something I believe Avid knows
(and it’s another post anyway). Lets just hope that they have their
priorities right and that some of the rumors floating around are
nothing more than figments of frustrated users imagination.

PR, it almost has a bad ring to it, but it’s important now. You need
to reconnect with the people that made you the standard. You need to
listen to them and you need to grow new arms to stretch out to them. If
you don’t understand that Avid, then you’re doomed.