The name Hasselblad resonates with force throughout the Photography community. Rightfully so. The company is steeped in heritage and lore. Their cameras were so good at one point that NASA decided their cameras should be used in space.

In fact, their 501 EL made it to the moon. This thrust the Swedish company into the limelight, and the rest, as they say, is history. For years Hasselblad was one of the top camera and lens makers. Seen by many as the ultimate craftsmen, photographers paid top dollar for Hasselblad gear. Step forward to 2021, and Hasselblad still has a mighty reputation. Their cameras and lenses are still meticulously crafted. However, in terms of performance, they're a shadow of their former selves. Fujifilm has shaken up the Medium Format market so much that Hasselblad has been in a tailspin. Let's talk about what they need to do to course correct. . thephoblographer.com

2021-2-15 02:00