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Avid Enhances MediaCentral Platform

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Avid has unveiled a number of enhancements to its MediaCentral Platform, with developments to the Avid Marketplace and partner integrations to the Avid Artist Community, and an Avid Pro Tools update that will enable users to create, distribute and optimise media.

At NAMM 2017, Avid Pro Tools 12.7 made its music industry debut. It has new features and enhancements for qualified versions of Mac OS X and Windows; from loop-based music creation and collaborative Revision History workflows, to improvements that simplify editing and post production.

Pro Tools and Pro Tools | HD 12.7 software gives the pro-level features and capabilities needed to create and deliver professional-quality music and audio mixes. Apply real-time effects to individual clips (Pro Tools | HD only), mix with Track Freeze, VCA masters, and extended metering; and get smoother performance and responsive recording and playback with the extended Disk Cache. Avid Video Engine also enables users to play HD video and edit it with Pro Tools | HD in the Pro Tools timeline.

New Avid Marketplace features and partnerships provide users with instant 'in-the-moment' access to the plug-in platform by supporting in-app purchases for Avid Pro Tools. Users can buy, download, install, authorise and activate plug-ins during active sessions all within the platform.

In-app access deepens the Avid Cloud Collaboration for Pro Tools as it allows users to instantly get a plug-in that is being used by their Pro Tools collaboration partner. Avid Alliance Partners benefit from access to the growing base of hundreds of thousands of Pro Tools owners and subscribers thanks to cloud deployment options. Avid has also announced new Avid Alliance Partner integrations for the Avid Artist Community.

Launched two years ago, the Avid Artist Community helps artists and media professionals solve creative challenges. With new services from Avid Alliance Partners, members of the Avid Artist Community can simplify production, distribution and publishing, and maximise their visibility among a client and user community that continues to shape the collective future of the industry.

Three music companies are becoming Avid Alliance Partners, giving artists the comprehensive tools and solutions they need to create, collaborate, distribute and monetise their music. They are:

SoundBetter helps musicians worldwide connect and hire top music professionals. With SoundBetter integration, Artist Community members can find musicians and engineers to elevate their songs, soundtracks and mixes. For artists and media professionals looking to offer their services, SoundBetter opens up new career and creative opportunities by providing a new channel for offering their creative skills to others.

TuneCore is a digital music distribution company. With TuneCore integration, members of the Artist Community can sell their music on iTunes and streaming services like Spotify, Amazon and over 150 digital music partners. Artists can also license their music and collect royalties easily and affordably.

Songtrust allows more than 100,000 independent artists, songwriters, and bands at all levels to collect music publishing royalties worldwide, while retaining 100% ownership of their copyright. With Songtrust's integration, members of the Artist Community will be able to collect royalties faster and directly from 100+ countries, covering 20,000+ income sources like digital services (including Spotify and Apple Music), radio, TV, bars, and more.

Louis Hernandez, Jr., Avid Chairman and CEO, said: "Competition in the music industry is growing more intense, and artists and media professionals need resources that will elevate their work, gain them greater exposure and promote their name in the global marketplace. The industry is embracing our vision of a collaborative media network, and we're pleased to introduce further innovations that will continue helping our users to maximize the value of their media."


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