Avid Announces Acquisition Of Euphonix
Avid has announced that it is acquiring Euphonix, manufacturer of large-format digital audio consoles, media controllers and peripherals. Avid states that it plan to continue to support and sell both Euphonix control surfaces and Avid’s existing ICON solution, but this will certainly not be the Avid’s long term strategy.
Avid plans to further develop an open standard protocol that expands the ecosystem of compatibility between the Euphonix control surfaces and a wide range of Avid and third-party audio and video applications, including Media Composer and Pro Tools. For existing Euphonix customers, Avid will continue to support EuCon, the Euphonix Ethernet protocol that enables its control surfaces to interface with third-party software. The transaction is expected to close at the end of April.
The Future: This purchase will also mean that several of current Euphonix’s employees, especially in the sales and marketing division, will get the boot. Now we’ve already been subject to hapless Euphonix marketing, but this will certainly translate to more seasoned pros stepping in to solidify Euphonix’s sales base, and ramping up the company’s promotional efforts.