The Create Pillar and destination at the 2022 NAB Show
Why is Create one of the foundational concepts defining the 2022 NAB Show? Because it reflects new realities for content creation within today’s media and entertainment industry.
In designing Create, situated in the North and Central halls, as the home of tools and workflow solutions that elevate the art of storytelling, NAB Show recognizes and embraces several key shifts that have redefined the notion of content creation. (Much has changed over the past couple of years, and the transformation of the media industry began accelerating well before that!)
Content creators have evolved, diversified and grown in number. They create content for a broader array of platforms. They might be an independent videographer; a YouTube or TikTok star; a producer of content for a connected device, such as a stationary bike or VR headset; or a camera operator, creative or producer for a high-profile TV show or movie.
Downward pressure on price and upward pressure on quality have combined to make great products available to virtually any content creator. The large high-resolution camera that was the state of the art not that long ago has been replaced by a more compact, more affordable camera that offers the same exceptional image quality. This democratization of technology has happened across many of the tools supporting content creation.
More and more consumers watch video — from social media to streaming and broadcast — on a tablet or smartphone, which means that having the absolute best gear is not always as important as creating content people want to watch. To paraphrase the old saying, “Content rules.”
The advance of remote and distributed workflows was hastened by the pandemic. It’s no longer the exception to the rule when contributors to the creative process work from different sites — any networked location, anywhere in the world. As you’ll find within Create, telecollaboration has become an essential element of mainstream content creation and production workflows.
Emerging technologies including volumetric capture and virtual production are opening the door to storytelling that is richer, more immersive, and more meaningful for the media consumer. As the NAB Amplify story “Preserving History in Volumetric VR” explains, volumetric video is bringing deeper context to documentary storytelling. While the innovative project by German production company UFA and the Fraunhofer Heinrich Hertz Institute (HHI) presents the world’s first volumetric contemporary witness interview about the Holocaust, the potential for this highly realistic creative technique is tremendous across a wide array of stories and experiences.
Showcasing the power and increasing sophistication of virtual production, NAB Amplify also profiles one of the industry’s most ambitious productions to date: the Netflix episodic drama 1889. Like The Mandalorian before it, this new project is redefining the notion of series production and the tools and workflows used to create the modern drama.
NAB Show 2022 offers a reimagined experience that aligns with the content life cycle: Create, Connect and Capitalize, along with an Intelligent Content showcase illustrating the increasingly important role of data, AI and automation in current and future media workflows. Learn everything NAB Show 2022 has to offer, and how you can maximize your participation in one of the year’s biggest events!
- Learn How to “Think Like a Freak” at the 2022 NAB Show
- How the 2022 NAB Show Will Transform Your Networking and Show Floor Experiences
- Learn Cinematic Techniques from Industry Pros at NAB Show 2022
- Nominations Are Open for Product of the Year Awards
- Solve Industry Challenges, Meet New Colleagues at NAB Show’s Networking Series, NABiQ
With all of these changes, the industry faces new challenges and new opportunities. The Create destination at the 2022 NAB Show will offer not just solutions, complemented by education and demonstrations around implementation, but also inspiration, and even a look ahead at the next stage in the industry’s evolution.
Within Create, you will discover new ways to leverage technologies — and realize their full value. You’ll find a wealth of creative tools that can help you improve the quality of content and produce great content faster. Though various educational offerings, you can increase your own knowledge base — or start building a solid foundation if you’re new to the industry. How? Through hands-on demonstrations, product presentations and training from rock stars of the creative world.
If you’re an engineer working in content creation, you’ll learn about the latest platforms and technologies being used to engage and retain audiences. Learn from vendors and media organizations how they have streamlined and accelerated production workflows, achieved greater flexibility in implementing and optimizing those workflows, and greater versatility in building collaborative and remote workflows.
Whether it’s a question of being more agile and efficient, improving audio or video quality in a broadcast facility or an at-home studio, exploring immersive possibilities, telling new kinds of stories (and stories in new ways), or any other aspect of modern content creation, you’ll find it within the Create destination of the 2022 NAB Show.