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  • Writer's pictureLouis Hernandez Jr.

The Storyteller’s Dilemma: Adapting to the New Age of Digital Disruption

I’ve always been drawn to technology that brings humans closer together, and at Avid we empower our preeminent customer community with comprehensive tools and workflow solutions to create, distribute and monetize the most watched, loved and listened to media in the world.

I’ve been a student of this developing trend for some time and it’s what motivated me to write my latest book, The Storyteller’s Dilemma: Overcoming the Challenges in the Digital Media Age. Leading Avid these last four-plus years, I’ve been in a unique position to see the media industry from four very different perspectives: The content creator; the emerging artist; the technology innovators who help them tell their stories; and the distributors who put that content in front of audiences. Tectonic, technology shifts unfolding today are affecting all of them..

This creates tremendous challenges and opportunities alike. The book focuses on lessons learned in the digital age from addressing global challenges facing the media industry, including limited media tech budgets, the increasing rate of content creation, an exponential growth in distribution platforms, the continued increase in content consumption, and the economic realities of the digital age. Addressing these challenges is what drives innovation at Avid and has led the company to develop the industry’s most open, tightly integrated and efficient platform designed for media. And that’s what led me to this question: Are there solutions, perspectives, lessons to which we’ve been privy that might be valuable to others in our business – and even outside the media industry? I think the answer is “yes,” since just about everyone is trying to navigate these changes and implementing technology to improve their businesses.

Over the coming months, you’ll be hearing and reading a lot about The Storyteller’s Dilemma. I write in my book that, “It’s clear that the tools of technology are allowing us to create and connect in ways that we could only imagine a decade or so ago. What role will this generation play in sustaining the power of sharing that is part of our social fabric? How will we ensure that the stories, which have always provided a fundamental connection that ties us together can continue to be a vibrant, thriving part of our lives?” I hope you join me as we address these questions, engage in meaningful conversations, and provide real answers that will benefit all sectors of our industry.

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