Avid’s lame COVID-19 response

When Avid announced that they were assisting editing professionals shift to remote workflows by offering 90 licenses I was hopeful. But after reading the details, all Avid did was make a difficult situation harder.

Avid is only offering temporary duplicate licenses. I manage a team of 18 people, so this is what I’d have to do to take advantage of Avid’s ‘help’:

  1. Get everyone on my team to sign up for a “My Avid” Account.
  2. Gather everyone’s account user names into a spreadsheet.
  3. Coordinate which license each user is using with my Post House.
  4. Email all of this information to Avid.
  5. Wait for Avid to do whatever it does.

As if I didn’t have enough to do pivoting our team to remote.

The ‘Right’ Solution

Instead of creating more work for their users, Avid could simply make their software free for 90 days. Period.

Look at Affinity software’s response:

That’s why we’ve put in place three new measures which we hope will help at least some of you out there. These are:

+A new 90-day free trial of the Mac and Windows versions of the whole Affinity suite

+A 50% discount for those who would rather buy and keep the apps on Mac, Windows PC and iPad

+A pledge to engage more than 100 freelance creatives for work, spending the equivalent of our annual commissioning budget in the next three months (more details of this will be announced soon).

Instead of creating more work, imagine if when you fired up Media Composer the launch screen looked like this:

No worrying about duplicate licenses. No spread sheets or My Avid accounts. Just full featured software free for 90 days.