FORESIGHT.

Clearly I did not exhibit any foresight with regard to the emotional impact in which this particular topic has generated.  Very interesting, very exciting and very important.  Above all, the summer release of Final Cut Pro-X is an event that should be monitored carefully and evaluated as the program continues to mature every quarter.  In effort to document some of the direct feelings I have on the matter, I have collected some of my posts from the RED USER forum and my contributions to the online podcast “Tech Media Planet.”   m

POST TAKEN FROM REDUSER.NET

July 29th, 2011
http://reduser.net/forum/showthread.php?60883-FIlm-professionals-petition-seeks-to-bring-back-old-Final-Cut-Pro/page3

I have spent a lot of time not only evaluating FCPX, but also evaluating technological advancements in general since the late 1990’s. Pointing out that FCPX is missing critical components to professional users is warranted and (more importantly) a large percentage of the reasoning behind limited implementation of this application in the workforce. But to suggest that FCPX is a step backwards is a gross misunderstanding of what is happening in this program, programs like it and Apple in general.

While it’s easy to establish “WHAT” is wrong with FCPX, I encourage people to explore the “WHY.” And when you can figure out the “WHY” you can always determine the “HOW.” For example, there are components inside the new architecture that are simply so advanced that there is no way to easily or efficiently upgrade existing project files from a previous iteration. But even more significant than that is the philosophical approach Apple is taking on editing in general and I personally am 100% behind Apple’s stand on the matter, even though it means I cannot use the program for much of my work at this time.

What’s happening with FCPX right now is no different than what Apple did when they switched from OS9 to OSX. The problems, limitations, dual-booting, limited functionality, restricted horsepower - all of this was part of a massive improvement that starts with massive causalities. And while there were few online message boards at the time of the OSX turnover, I am willing to bet the opinions of those feeling “marooned” due to their contentment was similar to the feelings now. -They just didn’t have as easy a time of expressing it. But forward-thinking leaders like Apple (and there are many others) are able to identify when it’s appropriate to sacrifice the few to save the many. So is the case of the current situation of FCPX.

Now a real risk: POLITICS;-)One thing that always bothers me with political discussion is that people tend to assume they know as much as world leaders in terms of evaluation of decisions. In other words, people criticize presidents or senators, military officers or even mayors from making what seem “rash” decisions when there is no way all of the information that went into those decision are clear to the general public. That is to say we often do not have the largest perspective on the matter, yet we do have the largest (collective) voice in the matter. This is why I cannot partake in this petition because it assumes I know more than Apple does about what’s good for the software and hardware they build for me…which I don’t.
Some of you may remember a radical change in Apple’s platform when in 1999 they removed the floppy drive from their computers. “How will we ever get content in and out of the CPU!?!?!” criticized many. But Apple knew of AT&T and Comcast who had been laying massive lines of cable (many cities with early fiber forms) that was going to offer high speed internet within 18 months. Steve said “You’ll just send 3.5MB files through the internet without any physical media.” But did everyone take this “organ transplant” well? Of course not, but the masses benefited hugely because Apple took a stand on a level of progressions that was necessary for it’s own protection and advancement of the tools we use. When a company with as much reach, influence and general inside information as Apple has knows something about the future, they tend to position their product in line with that trend. This is the very reason that when Apple releases (what I believe will be their last) tower, it will be without optical drives. Like the floppy drive, optical media is a limiting format and a bottleneck that’s lifespan is on a steady decline. While this will upset the tools of many, it will no doubt improve the tools for many more.

FCPX in a word: HORSEPOWER. 
This system is by far the most advanced image and sound manipulation device that I’ve ever seen. Running incredibly complex tasks on my laptop in 2K resolution with this program is unmatched by any other software I’ve seen for the price of the tool and the hardware it runs on. For me, the road that FCPX is headed down is absolutely the right one, but it’s a road under construction. And while I’m fully aware driving on that road now is going to be full of unfinished pavement, narrow lanes and those annoying K-rails really close to the side of my car, I know the direction the road is going is exactly where need to be.

My friends Steve Beres and Suny Behar have a podcast show called “Tech Media Planet.” The show is fantastic not only because the content is good, but unlike many podcasts, Steve and Suny are hysterical. Making people laugh while talking about gear is about as rare as it gets, but that’s why people love the show. Tech Media Planet recently did a show on FCPX and had me as a guest. If you want to hear and see (we did a clip component to the podcast) what I highlight as the right moves for FCPX, take a free listen at the link below. It just scratches the surface on what FCPX’s positive affect will be on the next evolutionary trend of creative hardware and software potential.

http://techmediaplanet.com/2011/07/e…nal-cut-pro-x/

Apple clearly made mistakes in this release. And I’m as disappointed in the positioning of the application as anyone. But I have been a user and supporter of AVID, FCP and Premiere for over a decade and I like to think I know a good idea when I see one.


Taking in all that I just said, is it not clear what the real elephant in the room is here? Everything above seems strangely familiar with a significant, controversial and unfinished product release in September of 2007… ;-)
m



POST TAKEN FROM REDUSER.NET August 2nd, 2011
http://reduser.net/forum/showthread.php?60883-FIlm-professionals-petition-seeks-to-bring-back-old-Final-Cut-Pro/page10

While I don’t feel the need to call out anyone directly, I do feel there are great points fed by both sides…well, on second thought, all sides, (as there is more than one side do this important topic:)

But there are a few components that I do wish to address directly:
REMEMBER THE PAST

In the late 1990’s and early 2000’s, film was a largely unchallenged format for narrative acquisition. During this time, there were many discussions about the reality of professional level DP’s to learn and/or switch to digital capture. At a DGA panel I attended in 2002, it was concluded that (intentionally withholding names and paraphrasing here) 
“Digital capture offers a strong alternative to film for independents and internet content” and that “because digital does not offer any qualitative, cost or pipeline advantages over film, it is unnecessary for many DPs to learn the medium given film’s present state.”

BEING MULTI-LINGUAL
We all obviously know what has happened/is happening to film v digital, thus rendering statements like the one above to be easily forgotten. While this obviously goes way beyond Final Cut Pro-X, given what you know today about cinematography, I find it just as constricting for a DP to rely on a single format to capture with as it is for an editor to rely on a single NLE to edit with.
By knowing each of the main software NLE options out there, myself and my team consistently swap between them and exercise the pros of one without being negatively affected by the cons of another. Suggesting that people need to make a single career choice on NLE software is similar to DP’s making a single career choice for a camera. I believe that choice is the best thing to each of us and guess what? -Lucky to us editors: NLE’s don’t cost 50K anymore:-)

INDUSTRY FORWARD MOMENTUM
Remember the quote from 2002? The reason I still tuck it away in the back of my mind is that I found the notion interesting that in 2002 many prominent industry leaders felt that “digital [did] not offer any qualitative advantages over film.” This kind of absolute and black & white thinking is exactly what slows down our collective forward momentum. 
Good or bad, bona fide ideas that move the collective group forward are to the benefit of us all. Dalsa is a product many people on this forum might not have ever seen in person, and though the camera failed, Dalsa most certainly contributed positively to industry forward momentum (http://en.wikipedia.org/wiki/Dalsa_Origin).
In my opinion FCP-X has the potential for reinventing the NLE and clearly offers some very unique industry forward momentum. Fair question; will FCP-X end up like Dalsa?

SIMPLE = CONSUMER
This is the only element that kinda aggravates me. Since when is a product that is simple make it unprofessional? The iPhone doesn’t even come with a manual and yet it’s quite possibly the most advanced tool you own. There are great arguments for all sides on this forum, but the only lousy one I find isEVEN HINTING at the conclusion that FCP-X is simpler and thus makes it more of a consumer product. For goodness sakes, I hope I’m not the only technically savvy person who celebrates when products become simpler! I supposed at the very least that makes me a happy consumer in only 300 bucks.

FAN-BOY
I don’t care if I’m called an Apple Fan-Boy or not (that bit was hysterical). Call me whatever you want - I’m a happy person. If there is a myth to bust here then let me clear it up: I am a fan of many things and Apple is surely one of them. I don’t have any qualms about saying I’m a fan of FCP-X any more than saying I’m a fan of GoPro! I believe that Apple got it right and time will reveal that FCP-X is the first NLE that fuses the depth of FCP Studio with the simplicity of the iPad. Think, just for a moment, if that were possible, how truly sweepingly powerfully exiting that would be.

FORESIGHT
I brought up the notion that Apple knows more about the future and how to design things for creative users than the users often do. It was argued that this statement is incorrect. In attempt to be clear as to my intention; I believe Apple knows what’s coming around the corner (they are able to develop, manufacture and share private information enabling them to see further around the bend that most of us) and therefore can often know what we want better than we know. One simple example of dozens: in 2000, at the height of the SONY Discman, had you asked 1,000 users what they would do to improve the Discman, not a single person would have said “I want a Discman that’s 1/3rd the size, plays 5,000 songs and doesn’t require me to carry CDs around.” Apple knew the potential of this idea better than the users. They probably didn’t know their idea would bring down Discman in less than a decade (which is now a retired product) but they did know what the consumer wants more than the consumer knew. FCP-X has similar characteristics. Contrary to what it may seem like today, initial iPod penetration started slow, as will FCP-X.  This is one of the tell-tale signs of a disruptive innovation.

PATIENCE
Apple is listening to much of this.

 (And hopefully ignoring the rest)

 September.

m