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NAMM 2016: Avid and Focusrite in talks over strategic alliance

Daniel Gumble
NAMM 2016: Avid and Focusrite in talks over strategic alliance

Avid and Focusrite have announced that they are in ‘deep discussions’ over a new strategic partnership at NAMM 2016, although they have yet to disclose full details of the talks.

The two firms have stated their intention to combine the strengths of Avid software and Focusrite hardware for the benefit of customers, but to what end is yet unclear.

Dave Froker, CEO of Focusrite, commented: “We want to make the experience of using Focusrite hardware and Pro Tools software together the best possible experience for all our customers.  Avid recognises Focusrite as an ideal companion to Pro Tools and Focusrite recognise Pro Tools as the most mature professional recording platform for new Focusrite customers to adopt.”

"Avid is committed to giving artists the tools they need to create the best-sounding audio possible," added Tim Carroll, VP of audio products, Avid. “Focusrite shares that passion and is a key strategic addition to the rapidly growing number of leading technology providers that are using the Avid Connectivity Toolkit and Avid certification programs to develop solutions with that goal in mind. Focusrite interfaces provide the ideal hardware solution for Pro Tools.”
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Further details are expected to be announced in spring 2016.

Tags: NAMM , avid , focusrite , NAMM 2016

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