Avid and Microsoft Showcase Joint Cloud Strategy at MESA’s Media & Entertainment Day and SIGGRAPH

By in News Production, Shared Storage, Sports Production, Studio Production, Video Editing

Recently Avid participated in two events that underscore today’s media-anywhere environment and the importance of the cloud in that journey. In the same way that Avid led the industry three decades ago, Avid is once again at the forefront in helping its customers lead the next evolution of creative freedom—in the cloud.

Partnering for the cloud journey

As we announced at NAB earlier this year, Avid has formed a Strategic Cloud Alliance with Microsoft to integrate the Azure cloud hosting platform with the Avid MediaCentral platform, allowing customers to quickly and easily leverage the efficiencies, flexibility and agility that cloud workflows provide. By choosing Azure as our preferred cloud hosting platform, we’re allowing media and entertainment entities, creative teams and artists to migrate to the cloud at their own pace and on their own terms.

Demonstrating the power: Microsoft Media & Entertainment Day

We had the opportunity to showcase our breakthrough cloud-based strategy to more than 300 media and entertainment professionals at the Microsoft Media & Entertainment Day, held July 25, 2017, at the Microsoft Technology Center in New York.

The Media & Entertainment Services Alliance (MESA), an organization of industry-leading developers and vendors, including Avid and Microsoft, hosted this inaugural event where Industry experts shared case studies and solutions showcases on data, analytics, security, the cloud and artificial intelligence.

Amid three tracks of programming and two floors of the latest technology updates from Microsoft, their technology partners and customers, we demonstrated our cloud-based solution, showing exactly how media organizations and creative professionals can quickly and easily leverage the efficiencies and elastic capacity of the cloud.

In his keynote on “Optimizing Video Workflows,” Senior Director of the Avid Global Center of Excellence Craig Dwyer noted several trends, including the exponential rise in content creation, multiplatform and Over-the-Top (OTT) distribution, and personalized media consumption. His remarks were part of the event’s “Video in the Microsoft Cloud: Where Collaboration Meets Workflows” session track.

Dwyer put the power of the joint strategy into perspective. “We’re now going to see that driving efficiencies at scale suddenly starts to make a lot of sense, especially for large organizations that have thousands of people who are using their systems at hundreds of locations,” he said. “Our customers now want to remove the friction between their different systems and create a much more fluidly-connected supply chain. Building an ecosystem of partner-solutions around the Azure cloud will create a lot of efficiency.”

Innovation in Editing at SIGGRAPH

Avid Solutions Specialist Michael Krulik demoed our Azure-based cloud solution for creative professionals at the SIGGRAPH graphics and animation conference, which took place August 1-3, 2017, in Los Angeles.

SIGGRAPH is known as an event for and about innovation and innovators. And this year was no exception. As one of six “partner pods” at Microsoft’s SIGGRAPH booth, Krulik and his team showed how Avid and Azure are advancing a synergistic cloud strategy that will allow media companies to migrate seamlessly to the cloud.

For people who were curious about why Avid was in Microsoft’s booth, the demo brought immediate understanding. As Krulik explained, “everybody is used to MediaComposer on a laptop but tapping into the data center through a virtual machine set up is very compelling and bring entirely new levels of creative freedom and flexibility.”

Plan Your Media Enterprise to the Cloud

The cloud provides an environment that can enhance and accelerate almost every aspect of the media supply chain, allowing Media Enterprises to focus on the business of creating and monetizing great content.


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.