Aputure Infinimat - NAB 2024

Hands on at the Aputure booth on all the new gear!
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[@ScottBalkum]

They are incredible!!!

[@Justin_Allen]

Great interview. Best one I have seen so far regarding these new lights.

[@JulioBHJ]

Man I'd love to work with the 8x8 Infinimat one day...

[@colinthomas2525]

Freaking awsome

[@retlwiz]

Aputure now aiming for the top-end with loads of their products- let's see if they can break in.

[@Shuttterbugg]

Apature =what can we do to chsrge more to the consumer..

[@WodiesDad]

Meanwhile at Aparo...

[@findwill]

Ted has the same pitch in every video (it’s great, but always the same) so it was nice that you got somebody else to talk about it and give a different perspective.

[@BRobin2023]

Let me be the first to say this makes no dam sense

[@KenFlanagan]

I have every sympathy for anyone trying to sell or explain a new product but are these bm representatives full time employees of bm or are they professional salespeople hired specifically for the event who might be selling barbecue sets next week. Apart from some basic information and sales pitch they do not seem to answer questions in a way that say a lighting grip would or someone who uses lights professionally or uses them at all. Also if these are actual employees where js the diversity? This seems a totally male dominated space apart from with the Chinese companies being some notable exceptions. Also as a general point what qualifies someone to design a camera or light. Again bm and grant petty being an example dont seem to have a cinematography background as far as i know so are these companies employing electrical or optical engineers or do they have specific product designers that are qualified in cine camera design or high end product design. If so what are their professional qualifications. Dirigible structure and engineering have been around for centuries and im not sure how it has taken any industry so long to implement some very basic principles of design unless of course most of the people working in the product design and r and d are not actual product designers?? Comparing film industry to the world of architecture i am always stuck by how haphazard so much of these design solutions are as shown particularly by the gap between the technology and the ui. Very odd. Meanwhile Thx so much for the continued coverage.

[@threefoldtv]

Total understandable. Mitch has a long history in the industry actually. Everybody at the aputure Booth has a really deep history in the film industry. Many of the employees that are designing the lights now previously worked at quasar science. This is one of those situations that they have a hard time answering questions because it's definitely still not fully fleshed out yet. These are pretty early prototypes. So they don't want to over promise when the design will more than likely change in some degree.

[@gearoidosullivan356]

Well when it comes to Mitch Gross who was being interviewed here, he was previously with Prolycht who were recently acquired by Aputure (and anyone I know that has interacted with him say he's incredibly knowledgable and helpful). As for the other people at the booth, I know one of the guys there for NAB is a working gaffer/grip from Atlanta who has done work with them before (and who has made some of his own grip gear). So while there may be some purely sales people on booths, you can also get some very technical people as well.

[@KenFlanagan]

@@threefoldtv thx. He may have been in the industry for a long time but unfortunately that makes my observations all the more relevant. I constantly have to interface with sales people or as is the case in the real world people who just want a job next time round. All this does is encourage people who are not given details about products to be either vague, resort to car salesman territory or simple talk in cliches that reveal their complete lack of knowledge not just about the specific product but about the needs that the product potentially addresses or not. What they should say is give me the information and i will explain how it is relevant using my industry expertise and experience. Im afraid most of the time basic common sense seems to be absent. These sales people need to be more curious about the product they are pitching. Its about information first and then having the honesty to not bs. This dude fell into the later imo. I wouldn’t trust a word he said. Unfortunately this same behaviour can be found at most apple stores and across retail in general. Sales has a high churn but unfortunately noone wants to ask for better and this kind of nonsense is accepted pretty much everywhere but especially at trade show where sales people are trying to convince an industry that their product is something new when 9 times out of 10 it isnt and is far from ground breaking or thought through.