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Avid has announced the release of their new book The Storyteller’s Dilemma: Overcoming the Challenge of the Digital Media Age, written by Avid chairman and chief executive officer, Louis Hernandez, Jr.  

The new book from Avid discusses and assesses how technology has impacted society in the digital age, and aims to guide different kinds media professionals in four parts: How we all play a part in a digital world, how we got here, why things do or do not work and where we can go from here.

Throughout The Storyteller’s Dilemma, Hernandez, Jr. explains the ways in which Avid has had to change as a company and create an ecosystem that protects technology investments.  Other topics and lessons that the book touches upon include tightening media tech budgets, the increasing rate of content creation, the growth in distribution platforms, the constant increase in content consumption, and the economic realities of the digital age.

“The Storyteller’s Dilemma illustrates the effects of a technology revolution on the media industry and will help guide our community to build an innovative, creative and lucrative future that benefits everyone across the media ecosystem – from the large global media companies all the way down to the individual artists,” Hernandez, Jr. said. “In telling Avid’s own transformation story, I’m also hopeful that the complicated, challenging lessons we learned can be applicable to others in the media industry, and serve as a lesson to other companies facing these same challenges.”

Hernandez, Jr. delves into the roots of the of the current digital transformation and offers ideas and solutions to benefit everyone in the media ecosystem, from large media companies to individual artists.

 “Hal Leonard is founded on a mutual understanding: creatives across genres seek out the highest quality information as they refine and renew their crafts, and we provide them with the very knowledge they’re after,” said John Cerullo, Group Publisher at Hal Leonard Performing Arts Publishing Group. "The Storyteller’s Dilemma takes this basic truth to another level. We’re thrilled to partner with Avid as we convey Louis Hernandez, Jr.’s vision for the future of media to the storytellers, developers, and end users who all stand to benefit from this book’s hard-earned insights and comprehensive vision."

Many professionals who are prominent Avid users also contributed to the book, including Maryann Brandon, (Editor of Star Wars: Episode VII—The Force Awakens), Jesse “Corparal” Wilson (music producer for Snoop Dogg, Justin Bieber, Ne-Yo, Celine Dion, Birth of a Nation, Empire and more), and Jason Stewart (editor of “The Amazing Race,” “The Voice,” “Extreme Makeover: Home Edition,” “World’s Greatest Dad,” and “Sleeping Dogs Lie”).



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