By Jesse Korosi
Depart from the traditional flashing lights of Las Vegas, the ringing of slot machines and the smell of stale cigarettes and you may find yourself at the NAB show. Boasting over 103,000, this year’s NAB brought together media, entertainment and technology experts from around the globe.
Sim Digital always attends NAB, where we get inspiration for how we will continue to move ahead with new technology and industry trends. We have been growing as a company at an incredible rate — from the small team we once were only about 10 years back to our current crew of 400 and taking on the biggest jobs the industry has to offer. To ensure we keep this momentum, we need to keep our eyes on the fads and determine what technology is actually going to stick and choose which of them to become a leader in.
The convention center is massive! Therefore, do not make the same mistake I did the first time I went and walk into any entrance not knowing the types of vendors are in each hall. You could find yourself lost within radio or live broadcast land for an hour before finding your way out. Without proper maps and documentation, it can be a little overwhelming!
Download the NAB Show App on the App Store
This app will allow you to type in the booth number for any booth you want to hit and will draw a line across the NAB floor to navigate you. Without this map you are looking for the proverbial needle in a haystack, as it’s unfortunately not as simple as one might think to look at the booth number you’re standing at and figure out which way to go by counting. I tried that my first year and it was a nightmare.
Wear Comfortable Shoes and Book Meetings!
While there are a ton of booths and opportunities to just walk in and chat with anyone, it is very important to book your meetings well ahead of time! The first year I went, I did not book any meetings and I just showed up at booths. Because of this I often had random sales people greeting me. They were, of course, equipped to show me the new products they were showcasing. However, if I wanted to talk about the mechanics of how their hardware actually worked and the metadata management end of things, this was a no-go!
Rather than just looking at my meetings as an opportunity to see new products, I tend to look at this as an opportunity to jam-pack meetings into a few days of NAB that would otherwise take a month to schedule. As an example, this year I had meetings every 30 to 45 minutes all day, every day I was there! To prepare for this, my team and I from Bling — part of the Sim Group group of of companies —sent a simple e-mail to the vendor requesting the meeting. Within this e-mail, we explained why we wanted the meeting and requested a person who could answer our questions.
We also offered up sample material for the vendors to have on hand. An example of this would be our meeting with The Foundry (left) this year. I knew I wanted to go over VFX color science and pipelines so I forwarded on some sample media, including CDLs, LUTs, stills and anything else they would need to prepare for our meeting. This way, when we showed up, their artist had everything pre-loaded, they knew what we were there to talk about and within 30 minutes we had a super-productive meeting and were out the door.
For my team at Bling, we try not to think of this as only an opportunity to see new products, but to also get this one-on-one training. As a dailies lab, we are often supporting visual effects workflows, as any time a VFX vendor submits a shot back to editorial that does not properly match the original dailies color or framing, we are often the first call that the client makes. Considering this, it was great to get this one-on-one time at NAB with a company like The Foundry. Not only did our team get some hands-on time with Nuke, mirroring workflows our clients run, but we also came up with some very exciting concepts to elevate our VFX pull workflow to a new level.
Bring an iPad as a Visual Aid
I usually try to think about each meeting I have and ensure that if pictures of my office, gear, workflow diagrams, etc. may help as visual aids, I have them with me on a big enough screen to easily share.
Book Meetings Based on Hall Location
All of my South Upper hall meetings are together, etc. The last thing you want is to be running from one end of the massive facility to another, over and over. So this is something to keep in mind considering how much of an affect this will have on your ability to cram in as many meetings as possible.
With many members from the Sim team present at NAB, we were able to divide and concur the show floor. We certainly found many products that caught our attention and will be on our radar moving forward.
Aside from just new hardware and software, however, NAB this year has inspired a lot of workflow innovation that we are very excited to pursue. My team and I combined up our time at NAB with our annual planning session in a house off the Vegas strip. I feel it is very common for companies to have their technically minded crew buried in their daily routine, keeping up with the onslaught of work and never properly disengaging to reassess where the company has gone, what you are doing right and what could use some re-direction.
The executive-level staff may do this at other companies, but wouldn’t it be better if you had the technical creative minds who are dealing with the company’s challenges hands-on every day lead some of this charge? Or is this a task too heavy for this level position? That to me is what is very exciting about Sim — we do this every year and trust our people to make these calls. Combining this with the creative energy we were able to get from NAB brought our innovation concepts and technical strategies to a whole new level, which I am very excited to soon reveal!
The show wrapped at the end of last month. New products and road maps have been revealed and now the real question is: What will everyone do with this new information they gathered?
There were many updates that struck home for me, such as FilmLight making a Baselight student version; Blackmagic’s new panels; a new HP Dreamcolor and new HDR monitors from Sony and Flanders; AJA’s new KiPro Ultra Plus; Avids DNxIQ; Pro Tools native Dolby Atmos mixing and Nexis support; Blackmagic’s Resolve 14, Web Presenter, Ultra Studio HD Mini; and ColorFront HDR upgrades.
I figured that there would be a big focus on VR this year, as well as HDR, which was in fact the case. However, one thing that was very exciting to me was the focus on computer learning. This is an area I feel is going to continue to expand and gain more presence in the back-end architecture of software we use every day in post production. GrayMeta had a great demo of their new product. Check out what they do.
Jesse Korosi is director of workflow services at Bling Digital, is a member of the Sim Group family of companies, which supplies production equipment, workflow and post solutions.