This is aimed at the small shops, and those who are just starting out. NAB is a fantastic event, a total geekfest (usually in the good sense). If you are going for the first time, you'll be amazed at how big it actually is. You'll be overwhelmed in fact. This year, you will see 4K hyped, perhaps even more than 3D. As Sony, Canon, and others get in on the 4K game there will be many people trying to get your attention. Okay Steve, but why are you posting this in the RED workflow area? Let me explain.
We are experiencing an amazing time in the industry. A lot of relatively affordable technology in the hands of many people. And despite how wonderful it is that we have reached that point, sometimes the one thing that can lost in all this is actually what YOU or YOUR COMPANY are looking to do. In other words, do you step back and ask yourself, what projects do you work on? What are the goals of you or your company? What does the current gear that you own or rent not allow you to do that would be better served with an upgrade? Can you afford those upgrades? Can your business advance with these upgrades and how quickly can that happen.
At NAB you will be presented with some very cool postproduction tools. Some you know about, some you will find out about in a couple of days. It could get overwhelming trying to decide which direction to go for your editing, color correction, VFX needs. There will be tempting pricing structures, unprecedented pricing in fact. But before jumping at everything that is thrown at you, make sure to ask those questions. Think your workflows through. If you plan on expanding your company, think about collaboration, how do these tools interact with the rest of the world. Think about what gets you from production to final product the most efficiently. If you ask the WHY, the HOW becomes more obvious.
I will be asking myself these same questions next week. After the dust settles, what does my business actually need and how do these tools improve what we have to offer in terms of quality and efficiency?
Hype and buzz are fun. We all get caught up in it. But hopefully, we are able to make informed decisions that don't leave us asking the WHY too late.
Have a great time at NAB for all those who are going this year. No doubt it's going to be a fun time.