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Ableton Live Developers at Work [video]

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Re: Ableton Live Developers at Work [video]

#2

Post by sitkack »

This style of video is the future of marketing, though I would tone (ha!) it down a bit. It is like a personal brand for a corporation, giving a soft persona to a logo and a product.

Another, absolutely brilliant move by Ableton was to host a MOOC, https://www.coursera.org/course/abletonlive

Re: Ableton Live Developers at Work [video]

#3

Post by thirdsun »

While this video is of course a giant job ad, it's still pretty interesting - Ableton seems like a great company and Live is an outstanding product. Really, even if music production isn't anything you'd see as a hobby for yourself, Live and Max might still offer lots of fun and a welcome change of setting for any curious developer.

Re: Ableton Live Developers at Work [video]

#6

Post by datashovel »

sitkack wrote: post #2

This style of video is the future of marketing, though I would tone (ha!) it down a bit. It is like a personal brand for a corporation, giving a soft persona to a logo and a product. Another, absolutely brilliant move by Ableton was to host a MOOC, https://www.coursera.org/course/abletonlive

Completely agree. I'm not that tuned into the marketing industry at the moment, but have wondered for a while why we haven't seen more news organizations branching into marketing.

I can see that there would probably be concerns with conflicts of interest, etc. But if done right (ie. keeping the marketing branch separate but connected) I think it would be a great match.

My reasoning? Companies don't just want commercials anymore. They want their story told. Who are better equipped to research and tell a comprehensive story than journalists?

Re: Ableton Live Developers at Work [video]

#8

Post by tacos »

lukeh wrote: post #7

Great video! I'd be interested to see the Avid equivalent (don't get me wrong, I love Pro Tools, but it seems like a culturally different organization).

Trust me ... you really don't. Stripped to shreds by the parent corporation. On last breaths, brought in an ex-Bain asshole who previously worked at the two worst hard drive companies (because music = hard drives, right?) who stripped engineering to the bone. Lost him then promoted an internal guy with no business experience. Who couldn't keep it in his pants at Digi, got swiped by Apple, then booted from there after 7 months.

I believe those are the high points.

The audio CTO during their best moments (Mike Rockwell) just left Dolby for Apple. But I don't think he'll be working on audio.

The state of audio technology (and audio software) remains in utter shambles. And not in a "needs disruption" kind of way. In a "needs a bullet to the head" kind of way.

Ableton is one of the rare bright spots and deserves massive props for being a pearl despite having to swim upstream through the shittiest corner of art and tech.

Re: Ableton Live Developers at Work [video]

#9

Post by chestnut-tree »

sitkack wrote: post #2

This style of video is the future of marketing, though I would tone (ha!) it down a bit. It is like a personal brand for a corporation, giving a soft persona to a logo and a product. Another, absolutely brilliant move by Ableton was to host a MOOC, https://www.coursera.org/course/abletonlive

"This style of video is the future of marketing"

Not just for companies, but for cultural organisations and public bodies too.

For example, the Royal Opera House in London has an active and popular Youtube channel. They are a publicly-funded organisation but opera and ballet are still seen as somewhat elitist and expensive. Their Youtube channel gives them an opportunity to showcase their productions and behind-the-scenes footage. The videos are well-made and informative. And it undoubtedly helps bolster their reputation.

https://www.youtube.com/user/RoyalOperaHouse/videos

Another example: a well-known supermarket retailer in the UK (Waitrose) who also have a very polished Youtube channel (of mostly recipes)

https://www.youtube.com/user/Waitrose/videos

I think audiences are savy enough to know when a video has an element of promotion in it. What turns them off is if it feels like a self-congratulatory puff piece. Or if it feels too scripted and fake.

Re: Ableton Live Developers at Work [video]

#10

Post by sitkack »

chestnut-tree wrote: post #9
sitkack wrote: post #2

This style of video is the future of marketing, though I would tone (ha!) it down a bit. It is like a personal brand for a corporation, giving a soft persona to a logo and a product. Another, absolutely brilliant move by Ableton was to host a MOOC, https://www.coursera.org/course/abletonlive

"This style of video is the future of marketing" Not just for companies, but for cultural organisations and public bodies too. For example, the Royal Opera House in London has an active and popular Youtube channel. They are a publicly-funded organisation but opera and ballet are still seen as somewhat elitist and expensive. Their Youtube channel gives them an opportunity to showcase their productions and behind-the-s…

What is your biggest weakness?

> Being awesome? Being too humble? Pushing for that last 5% of perfection when I should call it a night? It is really a toss up, I have so many.

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