Macphun Aims To Capitalize On Lightroom Fears With Digital Asset Manager Announcement

It looks like Macphun is going after Lightroom!

There are a lot of photographers wondering what their future with Adobe’s Lightroom looks like with the surprising announcement earlier this week of Lightroom CC and Lightroom Classic CC. This was more than just confusion about the name though, as has been seen time and time again when products get rebranded as classic. It is almost always a sign that the end is near. However, Adobe has recovered from something like this before.

Macphun, looking to capitalize on this fear and openness to new options, took the opportunity to announce their upcoming Digital Asset Manager or DAM – which they feel will offer safe harbor to those seeking refuge from Lightroom.

According to the Macphun release, the new DAM functionality, which will be compatible with both standard drives as well as cloud-based storage, will be added to their Luminar photo processing software in 2018. It will be free, they say, to anyone who owns the current version of Luminar 2018 after its launch.

They even put together this little video about their DAM project – its admittedly pretty light on the details, but it does give you an idea about some of the UI and functionality they are looking to utilize. In some ways, it looks a bit like Lightroom CC vs Lightroom classic. We wonder which market they’re really going after here.

We feel like a lot of this Adobe fear is being blown out of proportion, but it is always nice to have quality competitors in the marketplace that give people options and help spur the sort of competitive research and development needed to really bring some incredible advancements to the marketplace. Capture One has been a popular landing place for Photographers so far, maybe in 2018 Macphun’s DAM will be another one.

You can learn more about Macphun and their DAM project over on their interactive mini-site.