Word of mouth works for millennials. Digital age word of mouth, aka user-generated content, influences the purchase and usage decisions of 84% of millennials, according to a survey by Baazarvoice.
Adobe is using this pearl of wisdom for its Premiere Pro’s 25th anniversary celebration. Adobe showing that it gets the importance of consumer-led efforts and co-creation with the first-ever crowdsourced music video competition – Make the Cut.
The ultimate winner will receive US$25,000 Grand Prize and bragging rights. There are also bonus prizes of $1,000 each and a year-long subscription to Creative Cloud for four special categories: Fan Favourite, Most Unexpected, Best Young Creator, and Best Short Form.
And there is one special bonus prize of US$2,500, a year-long subscription to Creative Cloud and 25 Adobe Stock credits for the cut with the best use of supplied Adobe Stock clips.
Adobe Premiere Pro was revolutionary when it was released in 1991. “It provided an affordable, software-only video-editing system to consumers. Users could place clips on the timeline, add effects, transitions, and a soundtrack with the new software – it opened the door to anyone who wanted to learn the art of visual storytelling,” Adobe remembered.
So it is offering Adobe fans the chance to cut an Imagine Dragons music video. Adobe will share uncut music video footage and encourage aspiring producers to create their own music video for the new song, Believer, which they can submit to Make the Cut. Their work will be judged by some of the industry’s best, including Academy Award winner, Angus Wall, who edited films like Fight Club and Vinnie Hobbs, a music video editor who works with Kendrick Lamar and Kanye.
Everything you need to know to enter is here.
