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!!!