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IamAVL Supports Local Asheville, NC Music Scene With Blackmagic Design

Nestled in western North Carolina's Blue Ridge Mountain range, the city of Asheville is well known for its vibrant local arts scene. In 2012, a group of music lovers came together to form Independent Arts and Music of Asheville, or IamAVL for short. It's a community-based web channel and full service production company that integrates video production, studio recording sessions and live performances into a seamless channel for the creation of high quality content. 

With decades of experience between them working for major labels, bands, venues and publicists, IamAVL's founders conceived the platform as a vehicle to support Asheville's local music scene with technical, digital and marketing assistance.

Based out of the famed Echo Mountain Recording Studios in downtown Asheville, whose past clients include The Avett Brothers, Zac Brown Band and the Asheville Symphony, IamAVL offers both live streaming and in-studio recording sessions for emerging artists as well as creative packages to fit each artists' needs, ranging from marketing assistance and promotions to press coverage to social media and more. IamAVL is one of the country's first video production houses to be wired directly into multiple clubs and venues, from which they stream and archive live video performances, bringing the music from all over Asheville and the surrounding region to viewers. The IamAVL team turned to products from Blackmagic Design to help film music events and concerts, and to live switch and live stream concerts to the Internet.

Producing and Preserving Music Content

IamAVL uses Blackmagic Design's Pocket Cinema Camera, Production Camera 4K, and Blackmagic Cinema Camera to film music events and concerts in ProRes 422. The team also uses an ATEM Production Studio 4K with ATEM Software Control for live switching, DaVinci Resolve Studio for post production work, and several other products to support their filming, switching and live streaming efforts, including Mini Converters, UltraStudio Mini Recorders, HyperDeck Shuttle recorders, Intensity Extremes for capture and playback and SmartView monitors. 

According to Josh Blake, one of the founders and CEO of IamAVL, the platform's HD video, digital and streaming capabilities are its major asset. They stream live video performances every night of the week to showcase both local and out of town bands, and each performance is archived and distributed according to each band's wishes. Fresh HD content is uploaded to the web for clients to use however they choose, such as to promote an upcoming album, to announce a new tour or simply to reward their fans for their support. 

"Our mission is to preserve and promote the music and arts culture in Asheville," said Josh. "We do this using Blackmagic Design products to capture, produce and create content for live streaming and archival purposes."

A Low Profile with a High Production Value

"We use the Pocket Cinema Cameras for filming in tight spaces, like onstage or around instruments, and for low profile positions that require higher quality, better color, and better manageability then other small cameras," continued IamAVL's  Co-Founder and Creative Director Scott Reese. "We use the Blackmagic Cinema Camera and Production Camera 4K with fast lenses for front of stage positions and front of house long shots. We convert the Pocket Cinema Cameras from HDMI to long HD-SDI runs for connecting to the ATEM switcher or HyperDeck shuttles with our reliable Mini Converters and DA boxes."

The Blackmagic Cinema Camera and Production Camera 4K are used with their native SSD media storage devices and the Pocket Cinema Cameras are run through HyperDeck Shuttle recorders so that they can capture larger file capacities with SSD cards. All camera signals that are being recorded on HyperDeck Shuttles are fed into the ATEM Production Studio 4K, and the team uses an extra HyperDeck Shuttle to capture the live edit for quick post production turn around.

"We find that the continuity and plug and play platform of the Blackmagic Design products work great for our live video productions," said IamAVL's go to Director of Photography Shane Peters. "The ease of use and reliability of the Blackmagic products is the most appealing. Specifically, the low profile of the Pocket Cinema Cameras and the durability of the Blackmagic Cinema Camera and Production Camera 4K are incredible, and exactly what we are looking for when trying to capture an in-studio performance as well as a live concert in a venue. The products are familiar and make for a reliable production every time."

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Related Keywords:Blackmagic Design, DaVinci Resolve Studio, Pocket Cinema Camera, Production Camera 4K, Blackmagic Cinema Camera


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