Blackmagic Design Raises Prices on 36 Products – ATEM, 2110 IP Converters, and Cloud Store Hit by Memory Costs

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Blackmagic Design Raises Prices on 36 Products – ATEM, 2110 IP Converters, and Cloud Store Hit by Memory Costs

Blackmagic Design has raised prices on 36 products, and the company names rising memory costs as the reason. The list covers ATEM switchers, SMPTE 2110 IP converters, DeckLink cards, HyperDeck recorders, and Cloud Store network storage, with increases from $20 to almost $7,000 per product. Let’s take a closer look at the most recent Blackmagic price increase.

According to a company statement issued today, the new prices are effective immediately from Blackmagic Design resellers worldwide – though at the time of writing, we were still able to find the old (lower) prices at many retailers, including our partners B&H and CVP, so if you act fast (links below the article, you might still receive the goods at the old prices).

All figures about the increases mentioned below are in US dollars and exclude local duties and taxes. The price changes apply to new orders only: Blackmagic says that all current customer backorders (orders that customers have already placed but have not yet received) will be fulfilled at the original order price.

The largest single increase is on the ATEM 4 M/E Constellation IP Plus, which goes from $12,995 to $19,960 (+$6,965, or 54%). In percentage terms, the Blackmagic 2110 IP SDI to HDMI 12G sees the steepest change, from $515 to $925 (+80%). No cinema cameras are on the list.

Now over 50% more expensive: The Blackmagic Design ATEM 4 M/E Constellation IP Plus. Image credit: Blackmagic Design

We have previously reported on an earlier round of Blackmagic price increases that affected URSA Cine, Cloud Store, Media Modules, and ATEM products,, and on the global memory shortage behind price increases across the camera industry. Fujifilm has raised camera prices in the US, in Europe, and in Japan for the same reason, and Sony suspended orders for nearly all of its memory cards earlier this year. The movement has not been in one direction only at Blackmagic, though: in September, the company cut the prices of its full-frame 6K cameras, the Cinema Camera 6K and the PYXIS 6K.

Why Blackmagic is raising prices

In its statement, Blackmagic explains that the cost of memory (specifically the DRAM, flash, and SSD storage that “goes into almost everything we make”) has risen several times over during the past year. The company attributes this to memory manufacturers shifting their production to supply AI data centers. According to Blackmagic’s suppliers, memory consumption is now 60% higher than at the peak of the COVID shortages, and demand is a further 30% above what the suppliers can deliver. Blackmagic calculates that, in total, demand for memory is now about double what it was at the COVID peak.

The company also says why the increases come now. For some years, Blackmagic held prices down because it was building products from parts it had already bought. That stock is now being replaced with parts bought at current prices, and on the products that use a lot of memory, the company says the increase is more than it can absorb. Blackmagic names the new SMPTE 2110 products specifically, because they use much more memory. SMPTE ST 2110 is the standard for sending uncompressed video, audio, and data as separate streams over IP networks in broadcast facilities.

Blackmagic states that it is adjusting prices “only by the minimum we need to”, and that it is “still not happy about this”. The company says it will continue to search the open market for memory and other parts at better prices, pass any savings on through special deals, and return to lowering prices when parts prices come back down, which it expects to happen.

ATEM switchers take the largest increases

The ATEM line has eight products on the list, and it has the largest dollar increases of the announcement. The ATEM 4 M/E Constellation IP Plus rises from $12,995 to $19,960, and the ATEM 4 M/E Constellation IP from $7,995 to $10,845 (+$2,850). The ATEM 1 M/E Constellation 4K goes from $1,895 to $2,840 (+$945), and the ATEM 2 M/E Constellation 4K from $4,415 to $5,025 (+$610). More information on the Constellation models is available on Blackmagic’s product page.

On the smaller switchers, the ATEM Mini Extreme ISO G2 rises from $1,995 to $3,090 (+$1,095, or 55%), which makes it one of the largest percentage increases in the list. The ATEM Mini Pro, one of the most common switchers in small studios and streaming setups, goes from $310 to $395 (+$85). The ATEM Television Studio 4K8 moves from $4,995 to $5,855 (+$860), and the ATEM Television Studio HD8 ISO from $2,995 to $3,235 (+$240).

SMPTE 2110 and 100G IP products

The IP products are the largest group, with 11 products from the Blackmagic 2110 IP family plus several 100G and other IP models. Among the full-size converters, the 2110 IP Converter 8x12G SFP rises from $2,665 to $3,575 (+$910), the 2110 IP Converter 4x12G PWR from $2,075 to $2,360 (+$285), and the 2110 IP Converter 3x3G from $595 to $920 (+$325). The 2110 IP Presentation Converter goes from $885 to $1,170 (+$285).

80% more expensive: The Blackmagic Design 2110 IP SDI to HDMI 12G. Image credit: Blackmagic Design

The steepest percentage increases are on the 2110 IP converters with 12G-SDI. The 2110 IP SDI to HDMI 12G rises from $515 to $925 (+80%), the 2110 IP UpDownCross 12G from $565 to $955 (+69%), and the 2110 IP SDI to HDMI 12G-10 from $995 to $1,550 (+56%). The Mini converters change less: the 2110 IP Mini BiDirect 12G goes from $380 to $530, the 2110 IP Mini BiDirect 12G SFP from $385 to $475, and the 2110 IP Mini IP to HDMI from $305 to $375. The 2110 IP Mini IP to HDMI SFP has the smallest increase of the whole list, from $305 to $325 (+$20).

Three 100G products are also affected. The Blackmagic UpDownCross 100G rises from $2,435 to $3,600 (+$1,165), the Blackmagic StudioBridge 100G from $2,495 to $2,930 (+$435), and the DeckLink IP 100G from $1,495 to $1,795 (+$300). The other DeckLink IP cards change as follows: DeckLink IP HD from $345 to $450, DeckLink IP HD Optical from $370 to $580, and DeckLink IP/SDI HD from $395 to $510. The Blackmagic Studio Converter goes from $975 to $1,185, and the Blackmagic Media Player 10G from $975 to $1,115.

Cloud storage and HyperDeck recorders

For post-production teams, the storage products are the most relevant part of the list. The Blackmagic Cloud Store Max 48TB rises from $21,995 to $24,245 (+$2,250), and the Cloud Store Max 24TB from $13,995 to $15,495 (+$1,500). The Cloud Store Mini 8TB goes from $4,495 to $4,895 (+$400). In percentage terms, these increases are lower than on many of the IP products, at about 9 to 11%. The Blackmagic Cloud Pod rises from $400 to $545, and the Blackmagic Cloud Dock 2 from $575 to $700.

Three HyperDeck recorders are on the list. The HyperDeck ISO Recorder 100G goes from $4,995 to $6,035 (+$1,040), the HyperDeck Studio 4K Pro from $1,655 to $1,885 (+$230), and the HyperDeck Studio HD Pro from $1,020 to $1,090 (+$70). The last product is the Blackmagic Videohub Mini 4×2 12G router, which moves from $610 to $690.

Price and availability

The new prices are effective immediately at Blackmagic Design resellers worldwide. All prices are in US dollars and exclude local duties and taxes, so the final prices in each region will differ. Orders already placed with a reseller keep their original price. Separately, Blackmagic has also started a limited-time DaVinci Resolve Studio sale.

For many smaller studios, live streaming setups, and broadcast facilities that are moving to IP, these increases change the cost of planned upgrades. Do the new prices affect your plans for ATEM switchers, 2110 IP infrastructure, or Cloud Store storage? Don’t hesitate to let us know in the comments below!