The Drum Awards for Marketing - Extended Deadline

-d -h -min -sec

Creative Imagine Dragons Adobe

Adobe celebrates Premiere Pro's 25th birthday with Imagine Dragons music video challenge 'Make the Cut'

Author

By John McCarthy, Opinion Editor

March 21, 2017 | 2 min read

Adobe is celebrating the 25th anniversary of industry-standard video editing software Premiere Pro by inviting creatives to cut a video for Imagine Dragon’s new single, Believer.

Imagine Dragons

Imagine Dragons

Baited with a $25,000 prize for the winner, the band is offering full access to their creative licence as they look to enrich entrants with assets to build the video.

The company said that as piracy and royalty issues chip away at artists, it’s unusual for bands to open up their licenses to the public in such a way – the likes of uncut footage from the band will be made available for the edit.

The ‘Make the Cut’ competition will be judged by a panel including Academy Award winner Angus Wall (Fight Club editor) and Vinnie Hobbs, a music video editor who works with Kendrick Lamar and Kanye.

In addition to the grand prize, fans can win $1,000 each and a year-long Creative Cloud subscription for four categories: fan favourite, most unexpected, best young creator and best short form.

Adobe is not the first brand to reach out to creatives, movie studios are increasingly doing it to generate artwork (see Kong: Skull Island) and YouTube collaborated with Elton John to create music videos for his pre-MTV songs.

Creative Imagine Dragons Adobe

More from Creative

View all

Trending

Industry insights

View all
Add your own content +