TEWKSBURY, MA, Sep. 23, 2009 (Marketwire) --

TEWKSBURY, MA -- (Marketwire) -- 09/23/09 -- Avid® (NASDAQ: AVID) today marked the beginning of its commitment to inspire and empower Gen Cre8 ( Facebook, Twitter) -- the generation of young adults who have driven a creative uprising through their dedication to expressing, producing and sharing stories using video and music. Today's event at Brooklyn's Public Assembly is the first in a series of Gen Cre8 events to be held globally that will introduce a series of solutions for creative enthusiasts to further enable their aspirations with digital media.

"Gen Cre8 is defined by the fearless inventive spirit of emerging digital content creators and storytellers who may have only been content consumers before," said Alec Marshall, Avid's Director of Segment Marketing for Creative Enthusiasts. "The movement to democratize creative media is underway and Avid empowers these new artists with the digital solutions that make it both easy and affordable to realize their creative vision and become active participants in a growing global creative community."

Headlining the inaugural event is indie rock sensation Morningwood, who will perform to a backdrop of video content created in Pinnacle Studio(TM) software, and who represent the aspirations of Gen Cre8, especially those using Pro Tools® software to create digital music.

Solutions and Teaching Fuel Gen Cre8

This new movement in creative media is fueled by having more accessible, yet powerful creative solutions available to Gen Cre8, while also having the ability to easily learn more about how to use these solutions to take the craft to new heights. Avid is leveraging its unique access to industry professionals and experts to produce a series of podcasts and Web tutorials to teach the fundamentals of timeline editing and multitrack recording. Additionally, Avid is drawing on its roots in professional audio and video production -- extending key functionalities of its studio-grade products into its enthusiast offerings, which includes a trio of new Pro Tools M-Powered(TM) Essential software/hardware bundles, along with a new version of its Pinnacle Studio video editing software.

Those in Gen Cre8 creating digital music and audio can benefit from Pro Tools M-Powered Essential, a streamlined version of Pro Tools, the industry standard software package for professional recording and audio production.