Just when I thought it was safe to go to the camera stores again it happened. Yep, the web came alive today like a sleeping and vicious dragon waking up hungry. Nope, not talking about the upcoming USA elections I'm talking about the rhythmic pulsations of camera desire fever (CDF) that erupts like a cold sore, regularly, on YouTube and beyond.
What's driving today's flurry of fascination? Why it's the launch of the Hasselblad 907X+CFV 100C camera. The latest in a growing market segment of "medium format" cameras based around several different resolution Sony "pixie MF sensors."
James Popsys, a favorite of mine on YouTube, is very much a landscape photographer and became popular four or five years ago for his strong embrace of Panasonic micro four thirds cameras for his work. In particular, the Panasonic G9. Last year, for no particular reason, he decided that he would move on to full frame cameras and chose the Sony A7X line up. He also flirted, half-heartedly, with a Leica M11 rangefinder camera. But mostly he talks about the actual process of taking photographs. Gear is a small percentage of his content. Which is good. On most programs in which he reviews cameras he makes a point to say that he found he has no need for the 61+ resolution that some FF cameras now offer. Happy enough with 24 megapixels, etc.
But this morning there is a brand new video of James sporting the newest Hasselblad and talking its praises. Followed up by the guy on, "The Art of Photography", followed by a new video by Kai (who will review just about anything at the drop of a hat) and then a number of other less popular reviewers. All, simultaneously, just today, dropping their well produced "objective" appraisals of the latest Hasselblad "imaging solution."
I rushed to B&H's website (no affiliation here although we seem to efficiently share money. I make it and then send it to them on a regular basis. They send back photo stuff in return--not sure I'm ever getting the best side of the deal...) and breathlessly (well, actually I have pretty good breathe control) looked up the new introductory specs and price of the Hasselblad camera which will, according to the company's own promotional video: "Promote Passion." (A bit creepy?).
For a mere $14,227.00 (Texas state sales tax included, free shipping) I can be the proud new owner of a basic kit --- which I assembled but did not buy. Yet. It would include the camera and back (100 megapixels. Attachable to older film Hasselblad bodies too) as well as an 80mm f1.9 XCD lens and, well, an extra battery. This would not include an EVF so I would be using the camera in the dirty baby diaper hold, composing and checking focus and exposure on a back LCD. Which I'm pretty sure is O-LED.
Now, I would gladly part with the cash if the camera offered only one thing... A real medium format sensor. Instead of a slightly larger than FF sensor. Say... something along the lines of a 6x6cm sensor? I'd even settle for a full 645 sensor. But $14K seems a bit much for a pixie medium format sensor - even if it is 100 megapixels.
To be serious for a moment, considering inflation and the quality of Hasselblad's imaging gear in general, the prices on the body and lens, and especially the batteries, aren't bad at all and it might be worth considering the new 907X body and the CFV100C back if you are a serious advertising/commercial photographer. After all the system is highly modular and the back can be used on older Hasselblad cameras and even on technical view cameras with movements. The price of the body with back, when viewed that way, is certainly not outrageous. While it's not a camera that's aimed at casual travel and street shooters it does nicely advantage a current Hasselblad X2D user who wants a location camera and also a technical camera in the same system.
My big beef is all about the marketing. It's just so 1990's for all the camera makers to send out gear to popular reviewers along with embargoes on publication dates such that everyone dumps in their reviews into the gaping maw of online media on exactly the same day, nearly all at the same time. It flies in the face of good marketing. If the product is really wonderful everyone rushes to order at once and... BOOM... months long waiting lists blossom and inevitably produces a large tranche of unhappy, wanna-buyers who can't get their hands on the product. And if the product ends up being a tough sell then, too bad, the marketer has launched all their arrows at once and there aren't a lot of opportunities to get the same popular reviewers to revisit the product for a second look just when the product might need additional life support. Or a good, swift, motivational kick.
There's got to be a better way! And really, give the darn photographers who represent your company's products on the web a couple of months to generate sample images. Two weeks is a rush job and it's already very, very, very tough for some of them to ever produce interesting images.
I am now searching the couch cushions for spare change and accidentally dropped T-bills. But starting to calm down as I sit at my desk and smile at my dirt cheap but highly capable Fuji GFX, complete with its own Pixie MF sensor.
Someday my dream camera will arrive. A small, light medium format body with a big square sensor just like the 6x6cm that came standard in my old film cameras. I hope I will still be here when it does land.
In the meantime the new Hasselblad is very interesting. And the lenses have dropped down into Fuji territory; price-wise. Interesting stuff. Someone is trying hard to re-inflate the Hasselblad balloon. More power to them. But can we space out some of the marketing? Please? I'll need something to read next week as well.
blog note: M.J. is alive and well and says his surgery went well. Go over to TOP (theonlinephotographer) and check out his message of today. Send him some recovery cheer. He'll be back in the blogging saddle shortly. Can't wait!!!
36 comments:
It sounds like this new Hasselblad is rocking the same sensor that’s in the Fuji GFX 100 II - a camera that comes with a viewfinder and lists for $7,499. I know which of the two I’d choose. And the Fuji GFX 50S II isn’t completely out of the picture yet, either.
Thanks for the update on MJ. I’ll head over to his site now.
It's becoming less and less obvious what you'd shoot with a camera like the Hasselblad. I mean, where the Hassie would have an advantage over a run-of-the-mill Nikon or Canon. I guess extremely large prints that will be examined from close range? What else?
the button on top that instantly detaches the back worries me
My buddy has one and he's suggested I take it for a spin. I think I just might take him up on it.
Eric
Adam, It looks to be the same button design that Hasselblad used for decades and decades with their film backs. It takes some pressure to move the spring tensioned button. I never had one come accidentally detached. Don't worry about that. Instead, worry about taking the back off and accidentally sneezing on the sensor. It happened to a friend with an Aptus back. Never quite the same after....
Sure, you can put it on your 500 series film camera, but with the 4.3x3.3 cm sensor, almost every one of your beloved old Zeiss lenses immediately becomes a telephoto. Um, not sure if I'm seeing the point.
I think I might also give the sensor back a go with my 500cm. Sooo tempting ....
yes, I watched Kai's video, the sensor did seem very vulnerable when opened
Steve Renwick said: "Sure, you can put it on your 500 series film camera, but with the 4.3x3.3 cm sensor, almost every one of your beloved old Zeiss lenses immediately becomes a telephoto. Um, not sure if I'm seeing the point."
Kirk replied: "if you were a portrait photographer that would be a feature not a detraction. The 80 planar and 100 planar would become go to portrait lenses!"
Biro, loving the 50Sii. Great portrait camera.
Kirk
I'm with you. If I buy a medium format digital body (I've thought about it) I want it to be the medium format I shot with in my film days and not some "modern equivalent." My first serious camera was my father's folder that took 616 roll film producing 2.5" x 4.25" negatives. Later I shot with both single and twin lens reflex bodies at the smaller 2.5" x 2.5" size. Go big or go home I say :)
I'm sure bigger sensors will come in time, I think there were some flatbed scanner style large formats in the past, I suppose manufacturers have to weigh up how many of a system they'd sell, maybe there wouldn't be many people wanting to get the big tripod and black cloth out
I like the irony of getting a body with the same sensor as Fujifilm that can adapt Fujifilm manufactured Hasselblad lenses.
This news on the same day that Nikon announced it is ceasing production of all F related cameras and lenses because they don't sell enough product.
I'd like to know projected sales of this new Hasselblad.
I miss spoke, my buddy has the 50meg blad back. Obviously not this new one. But I'm sure he will get this new one ASAP.
Like Kirk says it will make my 80mm a killer portrait lens!!
Eric
Not something I'd ever be able to afford (and even if I could afford I'd have better things to spend the money on!) but at least they're a step up from those awful blinged-up Sonys Hassleblad were doing some time back.
Just info. DJI owns a majority stake in Hasselblad, an iconic Swedish camera company. The acquisition took place in 2017, and since then, the two companies have been working together to push forward world-class imaging to creators around the world.
It may have interchangeable backs but it is not a "real Hasselblad" because "real Hasselblad's" have 6x6 square image backs.
It's a "real" hasselblad if it was made by hasselblad.
I'm kind of sad with James being impressed with the new Hassie. He's generally a straight shooter and I agree the Hassie looks nice at first, but at that price without IBIS and weather sealing, it's really a joke compared to the competition with the same sensor (Fuji).
Thanks Frank!
I recall James Popsys saying he went with the 61Mp Sony for it’s high resolution, very good DR and good colour. So he could make large prints for his customers.
He wasn’t a fan of the Sony ergonomics but really liked the output.
Yes, James liked the output but even today, in the video he did about the H-blad, he said straight out that he did NOT need 61 megapixels and thought 24 was just fine. He has NEVER said in his videos that he went with Sony for the high resolution. Not once. Never.
Hi Kirk, have a look at James’ video “So I bought some new cameras…”, at the 4:40 mark.
There’s probably a couple other comments he’s made along this line in other videos.
James personally might be ok with 24Mp, but he jumped to 60+ for his print customers.
Regards, Sven W.
In the Hasselblad video, at 8:26 he says, quite clearly, "I don't even need 61 megapixels!" And I can find nothing at 4:40 about resolution. Your point?
Straight from James's mouth at 9:15, "One hundred megapixels. Madness." He does however appreciate the 16 bit color space. That's a whole different issue from resolution.
Just wondering, can the V mount Zeiss lenses even resolve 100MP? I seem to recall Ted Forbes on his Art of Photography podcast saying his V lenses weren't as sharp on the 50C.
Hi Timothy, I think the real difference is that the V lenses were designed for a bigger sensor and didn't need to have as much resolution per mm. The smaller the sensor the higher the res of the lens needs to be for the images to seem sharp. I think that's why some of the newest 35mm lenses can be very sharp on pixie MF --- as long as they cover the image circle.
My 4:40 reference is to a video James made two years ago, at the time he switched to Sony.
Yes, James does give the impression that high MP cameras are “over the top”, but he does use one on a regular basis… ;-)
And on a regular basis he does disparage the idea that more megapixels are needed. The writing I did was directly in reference to his very, very recent review of the new camera. Two years is a long time. It's important to stay current and not muddy the waters. You were out of line to list a quote from two years ago in conjunction with an article with updated information published only yesterday. Don't do it again.
Ok, next time I’ll be clear if I make an historical reference. But I hope you realise it had to be historic, as it was 2 years since James discussed his reasons for switching to Sony A7R4.
Also, I wasn’t trying to catch you out … I genuinely remembered James’ comment then found the video where had made the comment.
Another thing: Being English, James tends to make ironic comments. Don’t take everything he says at face value.
Thanks for taking the effort to reply … and blogging!
Regards, Sven W.
Cool. Thank you!
Thanks for the link to James Popsys, Kirk, I am finding his thoughts and work very interesting.
Off-topic: I take it you've shelved the idea of going to Montreal in winter for this year. That may turn out to be a good move, we're having a lousy winter in these parts. Occasionally unpleasant granular (no big flakes) snowfalls followed by freezing/rain. It's not pleasant for walking, it's not scenic, it's barely even winter.
Robert, I kept monitoring the weather and it just never seemed like there was a good time. That, and we had our big "Arctic Blast" this month and I wanted to be here in Austin to make sure the pipes didn't burst, etc.
I'll get back to Montreal soon. It's a great city.
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