Avid, AICE, and the ACA: Collaborating on the Future

By in Avid Customer Association, Video Editing

Over the years, Avid has taken pride in sponsoring AICE, the marketing trade association whose members are independent editorial, design, VFX, color grading and audio post production companies. With chapters throughout North America, AICE is dedicated to advancing its members and the essential role their services play in the media creation process.

Valuing that role in media production and seeking to better understand the challenges in today’s post workflows, Avid recently partnered with the AICE Chicago Chapter for an Editor’s Roundtable discussion on improving the Video Post Production Workflow.

Held at Sunda and organized in conjunction with the ACA (Avid Customer Association), the roundtable dinner was attended by nearly two-dozen top editors, engineers, and assistants. Member organizations attending included:

  • Beast
  • Cutters
  • The Colonie
  • Optimus
  • Quriosity Productions
  • Utopic


The lively and engaging evening of questions and answers was led by John Proctor, Avid Territory Account Manager and Chicago native. With support from Product leadership, John addressed how the ACA Vote is helping to direct the future of Avid’s products (and the industry).

Key items on both the video and storage vote results were reviewed with the group, and feedback/questions were addressed from the members. There was also time allotted to listen to general feedback on Avid, daily challenges with products, wish list items not addressed, and ways to improve marketing communications.

Following the event, the feedback was complied and submitted for review by Avid’s Product Managers, as well as the ACA leaders that represent the community.

Key topics included:

  • Virtualization
  • Background Save
  • Next Generations Title Tool
  • Enhanced Color Corrections
  • Multi-Cam
  • Live Timelines
  • Enhanced UI and VFX Models
  • Improved Interoperability with Pro Tools
  • Real time Collaboration
  • Storage Media Services
  • The Cloud/Microsoft Partnership

“Events like this give Avid the chance to engage with our users and gain a better understanding of how we can best support the things that matter to them most,” Proctor explained. “I can’t wait to do another roundtable event and continue the conversation.”

The hope is that roundtables like these, with key segments of our customers, will help shape the new features incorporated into future product releases, as well as the annual ACA Vote to the broader user community.

Looking to hear from the Audio post production community next, Avid is currently organizing a similar Roundtable discussion with members of the AICE NY Chapter for mid-October.

Inaugural ACA Vote

For the latest updates on the ACA, please visit the ACA Portal (by either joining or logging in) and click on the “VOTE” tab at the top.  By being a member, you can view all the results of the latest ACA Vote, which will be updated every few months from Avid’s Product Team. You will also be informed when the next vote is opening (which includes write in opportunities).


Fortunate to work directly with Avid’s most creative users and technical experts in Audio, Music, Video, and Broadcast, I help manage Avid’s events, marketing programs and customer initiatives throughout the US and Canada.