HHB and Scrub, its Soho-based subsidiary specialising in serving the post production industry, held the UK debut of Avid’s Pro Tools|HDX and Pro Tools 10 during a special event at the House of St. Barnabas in London’s Soho Square.
The event was attended by a wide range of customers, which included audio professionals from the broadcast, recording and post production industries. It was deemed a success by all parties involved as the UK’s biggest Pro Tools users and an impressive number of new faces gathered to experience the power and flexibility of the new systems first hand.
Three packed sessions were held throughout the day by Avid Audio Application Specialist Simon Sherbourne, who demonstrated new features that provide scalable solutions, deliver better and faster performance and facilitate easier collaboration. Eucon Application Specialist Richard Morson was also onsite to help walk visitors through the innovative features of the System 5-MC control surface. The event went late into the night as visitors stayed on to discuss the benefits of integrating the new Avid products with their systems.
Pro Tools HD 10 features the new AAX (Avid Audio eXtension) plug-in format, which has been optimised to enable better workflows and sound parity when sharing sessions between DSP-accelerated and native-based Pro Tools systems. Sales and Marketing Manager Nathan Eames of plug-in developer Sonnox was on hand to discuss how the company has already established compatibility with the AAX format.
Scrub Sales Manager Tina Wallace comments: “The launch of Pro Tools 10 and Pro Tools|HDX sees a major step forward for audio post and we were determined to ensure our customers had the opportunity to see it first. Scrub is on the doorstep of so many of the UK’s top post production facilities, which not only helps us provide service and support but makes it possible for us to hold local, convenient events for a community that has very little down time. We saw 120 Pro Tools users throughout the day, both established long-term investors and a distinct trend of new converts. These were all very exciting signs for the future of Pro Tools.”
Avid’s Pro Channels Manager – EMEA North Ben Nemes states: “HHB’s launch event was the perfect opportunity for UK customers to see first-hand what we mean when we say that that Pro Tools 10 and Pro Tools|HDX represents ‘a gigantic leap in sound and speed’. The positive reactions we received throughout the day confirm the fact that these new products are exactly what our customers are looking for.”
HHB Communications Limited
Founded in 1976 and located in London, HHB Communications is a global leader in the supply of professional audio technology. Serving in the broadcast, recording and media production sectors, HHB’s unique expertise is also recognised by major manufacturers and innovators, many of which have appointed the company as exclusive distributors of their products. The specialist division, Scrub, serves the needs of the television and film post production industry from premises in the heart of London’s Soho.