Let’s be clear: the Fujifilm X100V has skyrocketed in price because Fujifilm cannot make enough copies due to the global parts shortage. But, when you combine that shortage with an increased demand, you get ridiculously inflated prices. Supply and demand. But what caused the demand to increase?
A few people shared with me a recent Petapixel article entitled Used Fujifilm X100 Series Camera Prices Are Surging Thanks to TikTok. This article is based off of a Fujiaddict article entitled TikTokers Drive Up Fujifilm X100 Prices Across The Lineup. Both are interesting reads and basically say the same thing: social media influencers, particularly those on TikTok (by the way, you can find me on TikTok…), are causing an increased interest in (and demand for) the X100—from the original to the latest version—by raving about the camera. It should be noted that the X100-series is a gateway into the Fujifilm world for a lot of people—it’s easier to dip your toes with a fixed-lens than to dive into a whole interchangeable-lens system. Many people have told me that an X100-series camera was their first Fujifilm, sometimes their very first camera, period.
There are quotes in the article describing what’s great about the X100V, including “zero editing” and “digital camera that mimics film” and “shoot photos that need no editing.” That made me wonder if these social media influencers are using Film Simulation Recipes. Makes sense, right? I mean, it kind of sounds like they do, and the photographs seem to confirm it, but I’m not really sure. I reached out to a couple of those mentioned in the article, but have yet to receive a response, which is not surprising because I’m sure they’re absolutely inundated with messages—I get a ton, and I’m nowhere near as popular as they are. I saw in the comments on one of the videos that it was just default Classic Chrome and not a recipe. Oh, well. Then I searched #fujifilmx100v on both TikTok and Instagram (follow me on Instagram, if you don’t already), and I found a bunch of similar videos and posts by others that do, in fact, mention specifically using Film Simulation Recipes. I think it’s quite plausible—perhaps probable—that the recipes are a significant factor in the rise in popularity of the X100V and other X100-series cameras, and maybe Fujifilm in general. So while I’m not directly responsible, it appears that I might be indirectly responsible for the rise in cost of the X100V, at least partially and to a small extent. If you’re trying to purchase an X100-series camera and you’re finding it overpriced, I’m sorry. I didn’t mean for that to happen, and I apologize for my part in it.
Putting the humor aside, I am incredibly honored that so many are using my Film Simulation Recipes and that they’re helping lots of people achieve the looks they’re after without fussing with editing—from those just getting started with their first “real” camera to recognizable names doing pro work, and all sorts of people in-between. You’re having more fun, potentially increasing your productivity, and spending more time doing what’s important to you, because you’re spending less time in front of a computer. That’s all so wonderful! It’s unreal to me that I’m having such a large impact on photography, something that I never imagined would ever happen. I’m incredibly grateful and appreciative to all of you for visiting this website and trying the recipes and being a part of this great community. Thank you!
And, I suppose, that makes you accomplices in the rise in cost of the X100, too….
Edit: The moment that I published this, I received a message from Edward Lee Films (who is mentioned in the articles), and he does in fact have the Fuji X Weekly App on his phone and uses Film Simulation Recipes. Check him out on Instagram and TikTok!