Melodika buys Middle East’s first Avid S6
Published: MEA
TURKEY: Istanbul-based postproduction studio, Melodika, has become the first facility in the Middle East to purchase Avid’s flagship S6 control surface. The deal came through Avid’s official S6 partner for Turkey, Radikal.
Melodika has purchased the top-of-the-line S6 M40 configuration to be put to use in its Dolby studio. ‘We’ve been able to create an opportunity as a package for Melodika to choose this and place it in their Dolby studio as their main console,’ explained Sarp Yelkencioglu managing director of Radikal Group. ‘When we first started to have the discussions it was like a dream that one day it would be nice for them to have one, and we just turned it into reality with Avid’s support, with our flexibility and with Melodika’s willingness to purchase it.’
‘I am excited to welcome Melodika as the first S6 studio in Turkey, and in fact the first one in the entire Middle East and Gulf region,’ added Nadiyam Ravisankar, audio sales manager for Avid. ‘Melodika has been an Avid user for a very long time, having multiple Pro Tools and Icon systems. As an early adopter, this purchase is a stamp of approval and confirmation of the faith our clients have on our revolutionary products. I am sure that they will enjoy working on the S6 that is set to redefine the art of mixing.’
According to Mr Yelkencioglu, one of the reasons behind the purchase is the increasing importance of audio in postproduction. ‘In the new changing world, audio has become very important. Before it was “here’s the video and there’s audio as well”, and now that’s no longer the case. Because audio has become an integral part of the whole perception part of these movies and commercials, then the amount of tricks and gimmicks that are required to deal with that kind of audio demand has increased a lot too,’ he reasoned. ‘When you are working on a platform such as the S6, the framework that Avid has created lets those people focus on their creativity, rather than waste time trying to do the technical parts – the operator just starts performing right away.’
This opinion is also shared by Melodika owner Taylan Oguz. ‘The console is like an extension of the operator’s hand and mind. It integrates so seamlessly it makes things very easy,’ he noted. ‘Of course, there is a price to pay for that, but I think it is an optimum balance that has been achieved by Avid and I’m really proud that Melodika has chosen this.’
While a lot of the attention is centred on the facility making the purchase, Mr Ravisankar also points to the hard work of Radikal in achieving this first sale. ‘I would like to congratulate Radikal Technologies for making this sale and coming on board as the official S6 partner for Turkey.’
Melodika’s new S6 is scheduled for delivery by the end of 2013.