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Hasselblad’s new flagship camera doesn’t shoot video. Here’s why

Oct 20, 2022 by Alex Baker 14 Comments

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Hasselblad recently launched its latest 100MP flagship camera, the X2D 100c. The camera is the third medium-format mirrorless camera that the company has produced and follows the success of the 50MP X1D-50c and X1D II 50C. The X2D 100C houses a 100-megapixel back-side illuminated CMOS sensor, delivering up to 15 stops of dynamic range with a 16-bit colour depth.

However, one thing was a bit puzzling. Hasselblad has removed all the video features. In this video, Sonder Creative asks Chris Cooze from Hasselblad for the reason behind this move.

“Very simply, we decided to concentrate on the core still imaging capability,” says Chris. He explains that the company executed a survey across their users and discovered that video just wasn’t a key feature for the majority of them.

“So we decided to give the best quality stills performance that we can,” adds Chris.

It’s a bold move by a camera manufacturer, particularly with such successful hybrid cameras capable of shooting 8K video such as the Canon R5c. However, knowing Hasselblad’s target market, it does make some kind of sense.

The key user of cameras such as Hasselblads with 100MP sensors are going to be high-end professional photographers, and probably (although not necessarily granted) they will be shooting in a studio. These are generally going to be high-profile commercial shoots. The photographers shooting with $8000 Hassies are not your next-door weekend warrior.

And with that small sector comes specialisation. These are also not your jacks of all trades in the photography world. They will have a well-carved-out niche. So it stands to reason then that they largely wouldn’t be needing a hybrid video and stills camera. If they need to be shooting video, they will probably be working more as the director of the shoot, with a team that includes camera operators and most likely the ilk of Red video cameras.

It sounds as though Hasselblad has listened to its user’s requirements and decided to focus (pun intended) on what they do best. Sometimes specialisation does pay off.

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Filed Under: Gear Tagged With: Hasselblad X2D 100C, Video

About Alex Baker

Alex Baker is a portrait and lifestyle driven photographer based in Valencia, Spain. She works on a range of projects from commercial to fine art and has had work featured in publications such as The Daily Mail, Conde Nast Traveller and El Mundo, and has exhibited work across Europe

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Alex Baker is a portrait and lifestyle driven photographer based in Valencia, Spain. She works on a range of projects from commercial to fine art and has had work featured in publications such as The Daily Mail, Conde Nast Traveller and El Mundo, and has exhibited work across Europe

Dave Williams is an accomplished travel photographer, writer, and best-selling author from the UK. He is also a photography educator and published Aurora expert. Dave has traveled extensively in recent years, capturing stunning images from around the world in a modified van. His work has been featured in various publications and he has worked with notable brands such as Skoda, EE, Boeing, Huawei, Microsoft, BMW, Conde Nast, Electronic Arts, Discovery, BBC, The Guardian, ESPN, NBC, and many others.

John Aldred is a photographer with over 20 years of experience in the portrait and commercial worlds. He is based in Scotland and has been an early adopter - and occasional beta tester - of almost every digital imaging technology in that time. As well as his creative visual work, John uses 3D printing, electronics and programming to create his own photography and filmmaking tools and consults for a number of brands across the industry.

Dunja Djudjic is a multi-talented artist based in Novi Sad, Serbia. With 15 years of experience as a photographer, she specializes in capturing the beauty of nature, travel, and fine art. In addition to her photography, Dunja also expresses her creativity through writing, embroidery, and jewelry making.

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