[ARENA] Final Cut Pro X means Apple has abandoned professionalartists?

Jorge Pereirinha Pires jpp aventurahumana.pt
Quinta-Feira, 14 de Julho de 2011 - 18:42:44 WEST


-----Original Message-----
From: arena-bounces  lists.virose.pt [mailto:arena-bounces  lists.virose.pt]
On Behalf Of miguel leal
Sent: quinta-feira, 14 de Julho de 2011 10:23
To: ARENA list
Subject: [ARENA] Final Cut Pro X means Apple has abandoned

Olá a todos,

Reencaminho para a lista um curto texto (na sequência da discussão na
FrameWorks -- Experimental Film Discussion List) de Flick Harrison sobre a
última versão do Final Cut Pro...



Software of the Spectacle:
Final Cut Pro X means Apple has abandoned professional artists

by Flick Harrison

Version with inline links + comments at

Guy Debord said that the main function of our society is now the production
of spectacle. The spectacle alienates us from life and each other. Facebook,
for instance, transforms our relationships into images of those
relationships, mediated by Facebook’s own hidden desires.

Fifteen years of engagement with the Final-Cut-Pro-using professional class
is, at best, a good self-funding, street-cred foundation for the new
consumer version of FCP, called FCP-X.  It could be compared to the free
itunes app of yesteryear which slowly led us to the Itunes Store and thence
to the app store, iphone and ipad.

Since Photoshop or thereabouts, the line between artist / consumer /
producer has blurred for many reasons.  Web 2.0 was a major result /
acceleration of that, when the content between ads suddenly became
user-generated instead of professionally-produced.  Popping out a
lower-cost, easier-to-use version of FCP should goose the whole production
stream in that direction, not only helping fill the million-channel universe
with consumer-produced stuff but driving the wages of pros down.

Final Cut X fits perfectly into this paradigm – it’s part of Apple’s mission
to stop selling software / hardware and start selling experiences. You
produce video with Final Cut X / Imovie / whatever because it’s a way to
keep you on the mac, where you’ll get app-store suggestions etc. and listen
to Itunes where you’ll buy things.

Then you’ll post your movie on Youtube so that other people will spend more
time on their computer watching it, where they’ll get ads pushed at them.

Professional content producers are a bit of a problem in this system because
they expect to get paid for producing content, and because they have a set
of specific needs.  Apple is smart to abandon them because the rest of the
public will buy whatever software Apple puts in front of them if it is
“slick” and “fun,” and they’ll learn to accept its paradigms rather than

Senior artists in any discipline are a problem, partly because they want to
get paid, but also because they are interested in ideas and formal play
rather than spectacle.  They try to make work that reduces their own and
their audiences’ alienation rather than increasing it, even work that
exposes the spectacle itself.

There is anger and dismay from professional editors who now feel they need
to abandon Final Cut and the whole Apple suite of pro products.  The most
sophisticated, team-based and integrated-workflow tools of FCP have been
dropped, as if those skills and experiences are irrelevant to the art form
in which they earn their crackers.

What’s left is only spectacle.








* FLICK's WEBSITE & BLOG: http://www.flickharrison.com 

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