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Edit Cloud: Post-production software startup scoops £2m

Edit Cloud
Image credit: Edit Cloud

A startup that has created post-production software used for projects that have appeared on Netflix and Sky has secured a £2m investment.

Founded in 2022 by broadcast industry expert Simon Green, Edit Cloud is aiming to streamline collaboration in the post-production sector with a suite of cloud-based workflow tools.

The London-based startup’s virtual editing platform centralises production assets and workflows from other software tools so that teams can work collaboratively from anywhere.

The funding round was led by VC firm Edge, with angel investors including Simon Ward, Inspired Thinking Group’s founder Justin Cooke, known for his successful agency exit to WPP.

The company has already secured partnerships with major brands including ITV Studios, Adobe and AWS and supporting agencies such as Publicis.

Green, who is also CEO of Edit Cloud, said: “Our sector is at a pivotal moment. We’ve all had to use outdated systems and fragmented editing processes for years, which has made it increasingly hard for production staff and creative teams to be their best.

“As AI continues to revolutionise traditional workflows, here at Edit Cloud we’re able to transform production processes into the cloud, finally unlocking new efficiencies, enabling diversity and talent democratisation, as well as delivering everything more sustainably.”

Edit Cloud reported a loss of just under £481,000 for the year ended 31 January 2024, according to company filings.

AI in the arts

Edit Cloud describes its tools as “AI-fuelled” but while many are optimistic about AI’s integration into the media and TV world – others are campaigning against it.

Speaking to UKTN earlier this year, Equity trade union official Liam Budd said the group is “industrial [action] ready” as it explores modernising film and TV agreements to “establish provisions around the use of AI”.

The union took to the streets at the start of this year and expressed significant concern over the use of AI in the arts.

The union’s primary demand is an update to the intellectual property framework for performers that ensures artists’ work, voice or likeness can only be used by generative AI with their explicit consent and with financial benefit to them.

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