Hal Leonard and Avid Technology have announced “The Storyteller’s Dilemma: Overcoming the Challenges in the Digital Media Age,” a NAMM TEC Track master class scheduled for Saturday, January 27, 2018, at 2 p.m. in the NAMM U Hilton Education Center’s fourth floor Avilla room.

Today, the economics of storytelling matter to everybody, and a rewrite of the way our industry engages and transacts with audiences is long overdue. In “The Storyteller’s Dilemma” TEC Track master class, chairman and CEO of Avid Technology, Louis Hernandez, Jr. will offer his unique insights on how technology is changing the way we share experiences and shaping the industry’s mutable economic bases.

This session urges artists, producers, innovators, and consumers to embrace the revolution and strive for an entertaining, informative, and creative future undergirded by new, mutually beneficent programs and business models. By moving away from unviable practices, it’s possible to achieve profits while more equitably compensating all involved parties. Hernandez, Jr. urges us to embrace this vision of a streamlined mediascape composed of shared platforms and common standards, as it can empower — and reinvigorate — our entire ecosystem.

Hernandez, Jr. is also the author of “The Storyteller’s Dilemma: Overcoming the Challenges in the Digital Media Age” (Hal Leonard Books, 2017).

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