In celebration of Premiere Pro’s 25th anniversary, Adobe is recognising the importance of consumer-led efforts and embracing co-creation with the first-ever crowd-sourced music video competition.
Released in 1991, Adobe Premiere Pro was provided an affordable, software-only video-editing system to consumers.
Users could place clips on the timeline, add effects, transitions, and a soundtrack with the new software. It opened the door to anyone who wanted to learn the art of visual storytelling.
In an unprecedented move, Adobe will work with Imagine Dragons to share uncut music video footage and encourage aspiring producers to create their own music video for the band’s song “Believer,” which they can submit to the ‘Make the Cut’ competition.
Submissions will be evaluated by a panel of judges, who will select one ultimate winner to receive the $25,000 grand prize.
The judges include band members of Imagine Dragons, Academy Award winner Angus Wall, who edited films like Fight Club, and Vinnie Hobbs, a music video editor who works with popular rapper Kendrick Lamar and Kanye West.
Adobe will also award bonus prizes of $1,000 each and a year-long Creative Cloud subscription for four special categories: Fan Favourite, Most Unexpected, Best Young Creator and Best Short Form.
A special bonus prize of $2,500, a year-long subscription to Creative Cloud and 25 Adobe Stock credits will go to the cut with the best use of supplied Adobe Stock clips.