At first I thought it was rather strange that Avid is going to kill off its child brands, Digidesign and M-Audio. The products won’t go anywhere, it’s just that Avid wants you to accept that it owns these companies, and therefore you should refer to them as Avid.
There was a time when Pro Tools users would’ve probably freaked out about being lumped in with their video editing counterparts, but I think these days everyone does a bit of everything. Having all the brands under one roof isn’t such a bad thing.
Except for the M-Audio division. There is a long legacy of products here, with such a diverse range, to the point that M-Audio should maintain its brand. It would be weird if all the keyboards started to say Avid on the back of them.
But as long as this transformation was done in order to make the products better by saving money on marketing, then I don’t really care what they call themselves.
The details on this transition are still quite vague. Has anyone heard anything more on this lately?