Paris, November 4th 2025

Embrace, LucidLink, and Iconik today announced a cloud-native media workflow developed as part of the AWS Business Outcomes Xcelerator (BOX) initiative, to be showcased live at SATIS 2025 (IVORY, Booth E10) on November 5–6 in Paris.

The joint solution brings together three best-of-breed technologies, including orchestration, instant file access, and media asset management—to help broadcasters, studios, and sports organizations get from capture to delivery faster, with less friction and stronger governance:

• LucidLink delivers instant, secure file access for creative teams with real-time streaming of large media assets from the cloud – eliminating downloads, sync, and VPNs.
• Iconik by Backlight provides a hybrid media asset management platform that unifies on-premises and cloud content, enriched with AI metadata, powerful search, and innovative collaborative review.
• Embrace orchestrates and automates the entire business process with Pulse-IT and Automate-IT, managing complex ingest, auto-QC, localization, promo versioning, AI-brokerage, and content delivery at scale through a low-code automation layer.

Together, the partners enable globally distributed teams to work on the same source of truth in the cloud, reduce manual handoffs, and accelerate time-to-air—all while leveraging AWS services such as Amazon S3, AWS Elemental MediaConvert, Amazon Rekognition, Amazon Bedrock, and AWS Lambda.

This partnership brings together the agility of cloud storage, the intelligence of modern media management, and human-in-the-loop orchestration,” said Emmanuel Pain, Business Development Manager at Embrace. “SATIS marks the ideal stage to show how distributed teams can now work together faster, securely, and without friction.

LucidLink is thrilled to help media professionals in France and across Europe embrace real-time collaboration,” added David Mauer, VP of Channels and Alliances at LucidLink. “With Embrace and Iconik, we’re removing the last barriers to cloud-based production.

Media organizations are looking for ways to move faster without sacrificing control,” said Jeremy Strootman, Senior Director of Channel Sales at Iconik by Backlight. “With Embrace and LucidLink, Iconik provides a unified solution that streamlines production, reduces complexity, and helps teams deliver more content in less time.

The preview of the joint solution will be showcased at SATIS, where visitors can experience live demos of real-time creative collaboration, automated content generation, and AI-powered metadata-driven workflows. 

Visit Embrace, LucidLink, and Iconik on the IVORY booth E10 at SATIS 2025,  to discover how this integrated AWS-powered solution supports  the future of media operations.

About LucidLink

LucidLink provides instant, secure file access for creative and distributed teams. Its Filespaces technology enables real-time collaboration on large files directly from cloud storage. Learn more at lucidlink.com.

About Backlight (Iconik)

Backlight’s Iconik is a hybrid cloud media management and collaboration platform that connects teams and content globally with AI-driven search and metadata capabilities. https://iconik.io

About Embrace

Since 2015, Embrace has been transforming content creation at scale by connecting people, systems and processes. The company develops advanced automation, orchestration and collaboration solutions for the Media & Entertainment industry and global brands. Embrace aims to unleash creativity and improve performance around video and graphics supply chains.

Our products are heavily used 24/7 by leading media groups such as AMC Networks, Arte Studio, BCE, Be tv, CANAL+, Disney-ABC News, Euronews, Eurosport, Hearst Networks EMEA, Madison Square Garden Networks, Mediawan Thematics, M6, Mercedes-AMG, Orange, Red Bee Media, RTL Group, ProSiebenSat1, Sinclair, TF1, TV5MONDE, Warner Bros. Discovery.

Visit www.embrace.fr for more information.

Contact Information:

Aline Rolland, Head of MarCom at Embrace｜ aline@embrace.fr