What everybody ought to know about Final Cut Pro X’s launch.

What everybody ought to know about Final Cut Pro X’s launch.

Final Cut Pro X launched in 2011 to a flurry of controversy. No working editor in the world is without their opinion about its capabilities and professionalism. But wouldn’t you like to know what it’s really like from someone who ought to know?

Anatomy of a Launch

Bill Davis here. I’m the concept creator for XinTwo. For those who don’t know me. I’m a long time and highly vocal advocate for FCP X. Some might even call me a fanatic. Read my posts over at Creative Cow.

I’m ok with that and I’ll tell you why. I was at the program’s official launch at Supermeet NAB in 2011. See it now.

The audience in general was quite excited about the new possibilities we saw that evening. They smiled, they applauded, they cheered. Then the next day, the ? hit the fan.

Failure to Launch

What I saw that night was fascinating. It was like an out-of-body experience. New ideas, new thinking. things that looked, not just interesting, but extraordinary. Online the program got savaged.

To me, the magnetic timeline looked really cool. I actually get a visual database to organize my clips? Awesome! So many little things looked like improvements to me.

But then most of what I read about the launch over the next few months was somehow all focused on what it was not. What it lacked. What it didn’t do at launch compared to previous iterations. That the launch was a total disaster.

A Secondhand Disaster

The funny thing is, at that point, NOBODY outside of Apple had actually ever touched X. 100% of the “terrible launch” thing was opinion. Pretty much uninformed. How could they? NOBODY had ever seen it outside of the Apple Development Team.

I’m not saying that some of what was written back then wasn’t fair criticism. Opinions can be formed from concepts surely. As we discovered when we got our hands on 10.0.0— X was nowhere near as full featured as FCP Legacy. But I kept saying to myself it STILL looks amazing. And there’s tons to learn about here!

Digging in for the Long Haul

So, instead of listening to other newbies, I elected to actually dig into the program. Even though I had been a working video producer for decades and had edited my own stuff since the 1990s — like everyone else, I found myself on very unfamiliar ground.

Little by little, as the new FCP X world opened up to me, I found myself uncovering things. I started using it for small projects. Whatever it lacked that was upsetting those other angry editors, didn’t seem to effect my ability to get my work done.

And then I hit the fabled click moment when X simply made more sense to me than the way I had been editing for the past decade.

I was thinking about editing in a whole new way. A Final Cut X way.


Embracing the Paradigm

So I went all in. Studied it in depth. Became FCP X Level 1, Level 2 and eventually Professional Post Production certified by Apple.

  • I became active in most of the online X communities.
  • Especially Creative Cow and FCP.co and of course all over Facebook.
  • Advocated for it.
  • Defended it.
  • But most of all, continued to be delighted by how it was working out for me.

This was the era when we got the amazing FCP X Multicam approach, constant operating speed improvements, the new Library model – lots and lots of very rapid improvement.

I also looked around and some pretty smart people were joining in. TV editors. Advertising industry editors, even Hollywood feature editors.

I kept writing and trying to help people see what I had seen, and eventually, found myself with a small reputation that I had never really set out to cultivate.

Sharing the New Way

All I ever really wanted to do was share something that was working really well for me, with others. And that’s basically what we’re doing with XinTwo.

Share my enjoyment of a fast and fun way to turn my ideas into videos.

So thanks for your interest in XinTwo. I hope I can help you enjoy it as much as I have. Subscribe and you’ll see what I mean.


The Roadmap

We’ve already mapped out LOTS of topics for XinTwo. It’s going to take time to build out this monster. Trust me, it’s already a hugely scary list. And I’m a working editor.

I believe that the best problem solving systems are those that focus on not the problems of the few, but problems shared by many. So that’s why you can comment on lessons and ask for more in the forums.

The Pitch

XinTwo has a very simple value proposition: subscribe for free. If you like it after 7 days, it’s $4.99 a month. Cancel any time.

We think you’ll stick around when you see what we have in store and what you’ll learn about the tool you use to make a living. And there’s nothing wrong with embracing a little revolution once in a while. Is there?

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