The beat . A blog by premiumbeat

July 31, 2012
IndustryVideo Editing

Video Editing Goes Mobile (and Simple) with Videolicious

Another mobile video startup enters the ring with the relaunch of mobile video editing app Videolicious. So, how do ‘simple’ editors effect the future?


As the technology behind video editing gets more complex – more effects, more customization, more OPTIONS – there’s also a push to make things more simple.  Simplicity is the key behind Videolicious, a mobile app that aims to be a video editor for users with NO prior editing experience.

The app is geared towards individuals looking to create quick educational or promotional videos (event, sales or blog videos for example).  The app is picking up interest from investors too, with the creators recently receiving $1.4 million in startup funding.

Videolicious is currently a freemium model, where users can download the app for free but pay $5 or $10 a month plan to get more advanced features like longer videos and more storage.

Although the app clearly doesn’t have the same capabilities of more full-featured professional video editing applications (Avid, Premiere Pro, etc), it’s interesting to consider what effect an app like Videolicious may have on the post-production industry.  If users with NO experience, are able and empowered to create their own videos, might this take business away from the professional video editing market?  Surely the quality of the product would not be comparable, but a client looking to save some money might think “I can just shoot and edit this project myself!”

When FCPX was released for $300, that seemed to be a concern to many video editors.  Historically post production apps and hardware were priced so that they were accessible solely to professionals.  Further, FCPX was being touted by some editors as a “dumbed down” version of past versions. Lower costs and consumer platforms mean an even bigger marketplace of self proclaimed “pro editors”.  Does this threaten/scare those that edit videos for a living?

**More info at Techcrunch: ”Videolicious Relaunches Its App For Mobile Video Editing, Raises $1.4 Million from Amazon and Others.

Does the over simplification of video editing “dumb down” the craft?
Let us know what you think in the comments!

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  • Ben Davolls

    Yeah, maybe, but it’s OK. Dilution, as mass market adopts is the inevitable future of all things. When I went to college, we learnt to splice film with a razor blade, but now you can edit in real time on your mobile. If I were a small business, I’d try this out, and hell, if I was a natural video producer I’d stick at it and pay the hosting/upload/cloud service fees… Most businesses would probably rather pay for a professional video, than get Sarah from accounts to shoot it on her iPhone. 

    • Danny Greer

      Thanks for sharing, Ben. Dilution scares me for the video professional, but yes, it’s inevitable.  The most talented will still find work and be compensated for it.  The lower cost to break into the market just means there’s more people gunning for the work.  So, it’s more important than ever before to be better.

  • Snuggles

    I think it is about expanding the opportunities.  As a metaphor, does Powerpoint threaten Photoshop?  No.  Does Powerpoint give more people a chance to create visual presentations?  Yes.  Timeline editing will rule the high end, and easier solutions will make more people able to participate in the vide medium.  Actually, in the end I think it even helps the skilled professional — video sometimes is still a bit of a “special occasion” thing because of its cost, so if it becomes more “expected” as a communications medium, the experts get more valuable.  Kind of like how a social media marketing expert needs the ecosystem of consumers using social media for there to be a market for their skills.  As video production based communication becomes more widespread and important in business, experts who do it well are more valuable. Win!

    • Danny Greer

      Good thoughts!  In a stable economy you can only hope that businesses will pay for a quality product.  The cream does rise to the top and experts should be valued for their skills and knowledge.  Thanks for sharing!

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