Avid CEO Louis Hernandez, Jr. Presents Master Class

Hal Leonard

Avid CEO Louis Hernandez, Jr. to Speak on the Future of Content Creation and Distribution in NAMM TEC Tracks Session

MILWAUKEE— Hal Leonard LLC and Avid Technology are pleased to announce “The Storyteller’s Dilemma: Overcoming the Challenges in the Digital Media Age,” a NAMM TEC Track master class scheduled for Saturday, January 27th, 2018 at 2 pm in the NAMM U Hilton Education Center’s fourth floor Avilla room.

Since the dawn of the information age, the media and entertainment industries have faced near constant transformation and disruption. Although today’s consumers are free to enjoy digital content where and when they please, the ecosystem is working harder than ever to realize the value of creating and delivering the products consumers love. Independent creatives and traditional media companies alike are challenged, and conventional business models are turned on their head. Contemporary storytellers face a fundamental dilemma: while distributors’ operating budgets are at all-time highs, most participants seem to make less than ever before. How can storytellers remain creatively potent, immediately relevant, and consistently profitable in the face of ongoing upheaval?

Today, the economics of storytelling matter to everybody and a rewrite of the way our industry engages and transacts with audiences is long overdue. As chairman and CEO of Avid Technology, one of the world’s most iconic media technology firms, Louis Hernandez, Jr. enabled his company to navigate the industry shifts, as well as helping Avid customers survive and thrive amid disruption. The extraordinary energy and diversity of Avid’s customer base, responsible for some of the most engaging and inspiring media of the past three decades, offers Louis a connection with their creativity that is as extraordinary as it is rare.

In his “The Storyteller’s Dilemma” TEC Track master class, Louis 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. Louis 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.


Louis Hernandez, Jr., author of The Storyteller’s Dilemma: Overcoming the Challenges in the Digital Media Age (Hal Leonard Books, 2017), is the chairman and CEO of Avid Technology, a global leader in media technology. An award-winning entrepreneur and author, he has founded, invested in, and advised organizations of all sizes on strategy, execution, technology, and leadership. Louis is a passionate supporter of the power of a storyteller’s impact on the global community.