Originally Posted by WelshDog
No I don't think that is it. The problem is that FCP created the concept of cheap, quality editing. And now that idea has rippled (ooh edit pun!) through the industry to the point that clients more and more don't want to pay fair rates for much of anything. The agency clients all have cost consultants who basically dictate what can be paid for a job. The agency gets less, the production company gets less and the editorial shop gets less. All because some bean counter doof thinks he knows what everything costs. And let me tell you, they don't. GSD&M voluntarily resigned BMW because the BMW cost consultants made it very difficult for the agency to make a decent profit. We had a hell of a time bidding jobs for BMW because they absolutely, under no circumstances would allow overages. If a job went south and ran over - too bad, you have to eat it. Even if it was BMW who made the last minute changes.
So after ten years of editing on the cheap, things have really started to unravel. Doesn't matter how much your edit software/hardware costs. People don't want to pay fair rates. And that is why no one really want to change edit horses midstream.
Unfortunately... welcome to the party
I've been living through this unraveling for the last 10 years in the print and publishing end of the ad industry. My previous posts to this thread have said as much, with some suggestions. None of which truly alleviates the painful transition, second-guessing, re-defining, frustration, and assorted other ill effects of realizing that your professional career is taking a turn for the worse, and you may have difficulties surviving.
In hindsight, my initial posts (yesterday) pointing out the need to change and evolve with the market and tech advances, were probably a personal attempt to allay my own personal fears of where the professional creative market is going (has gone?), regardless of the area of expertise.
Get ready for this, and it's not pretty: those in the film industry will start to get projects that were "created" by some kid in marketing, or the secretary, or even the sales dude... and you'll be responsible for trying to make it "professional".
The pain comes when the "rep" handing over the job says, "we did all of the work for you, so I expect a really good and solid quote for the finished project". So you do that.
You realize after opening the data, that you practically have to rebuild the whole thing... and then once you get past this mess... "Project dude" calls with changes... not once, but half a dozen times.
You faithfully let him/her know after the 3rd time, this is running into some serious over-charges, where you're promptly put into place, with the retort, "We agreed on a price... I consider this value-added service, and if you don't want to continue, hand the files over and we'll take it somewhere else". At which time you reconsider, because the repercussions within your tight industry could be even more fatal than taking a loss on a single project.
Sad to say... the above scenario repeats itself daily, until it IS your daily business.
I'm an optimist, or try to be. I'm interested in this thread and topic because the repercussions involve all of us "pros" no matter what we do. We've hung our hats proudly on the stand where we slapped those free Apple stickers, and Apple has gained immensely from our personal marketing clout and word-of-mouth propaganda, as in, "You do know that your favorite show/movie/magazine is all produced on Macs, don't you?" It would be truly, TRULY, sad to have to go back to a Winbox (no free stickers even!) so that we could have PRO-grade software.... or even a workstation, if the rumors are true that this MacPro update will be the last.
My personal optimism and belief that Apple knows what they're doing... and most of all... where they are going with all of this, keeps me from going into hysterics as some of the other posters have done here and across the blogosphere. Yup. Apple-Fan #1
@Dick Applebaum -- as always, some great posts and info. Kudos to ya for "Diggin' in the Dirt"... as some detractors would call FCPX.
@TenoBell -- hmurchison -- and a couple of others
I'm thinking better than the current "plug-in" architecture for pro-apps, is finally, "modular" and truly scriptable software.
This was a promise way back when (late 90's?) by assorted developers across the creative software industry. Could be that Apple is doing this, or similar starting with FCPX as the base.
PS. I think that the pros should have been a little bit more suspicious when the final price for all "pro" apps was only $400.
The day CS5 is only $400,- full-license, not upgrade... means:
a) they are dead, or dying slowly and having Flash attacks (serves 'em right!),
b) it's not what we think it is, and they left out features and software (hopefully Flash, but i think they rebuilt Photoshop using AIR and Flex....grrrr!)
c) Apple bought them, and since FCPX is successful after the initial fallout, they do the same for other creative software.
d) I'm delusional, dreaming, and having "flash-back" problems of my own