photography opinion | FUJI X WEEKLY

Is Fujifilm Losing Its Soul?

Posted on June 20, 2022 by Ritchie Roesch

After the announcement of the Fujifilm X-H2S, which has a PASM dial instead of the traditional dials of the X-H1, many people asked, “Is Fujifilm losing its soul?” I’ve had a number of Fujifilm photographers tell me that they believe so, and some have inquired if I believe so, too. What’s my opinion? Is Fujifilm indeed losing its soul?

Fujifilm has already lost its soul. It’s done gone. Elvis left the building awhile ago. The design decisions during development of the X-H2S are simply the manifestation of that lost soul.

What was this “soul” that Fujifilm lost? How can a company even have a soul?

A whole book could be written on this topic, but to summarize in a short sentence, Fujifilm’s philosophy for their X-series cameras was analog-inspired innovations with a focus on the photographer’s experience (both while using the camera for photography, and as customers of the brand). This was their soul. That philosophy, which seemed to be clearly understood, is what drove the camera department of the company (remember, Fujifilm’s main business is not photography nowadays). From the design decisions to the Kaizen firmware updates and everything in-between, this philosophy oozed out—it was both obvious and attractive, and is why Fujifilm was suddenly successful, quickly overtaking other brands, including iconic Nikon.

Fujifilm didn’t need to have a photography department at all, but they decided that, even if it was a bust, they’d still fund it and keep it going, because photography had been such an important part of their company’s heritage, and had been an important aspect of Japanese culture. They were merely the caretakers of this thing that was bigger than themselves. That’s how they looked at it, anyway, and it was noticeable and refreshing.

Somewhere along the line, however, Fujifilm began to view this differently. The photography division needed to be built bigger. It must grow. It must become more profitable. It must gain more marketshare. It must become as big as—or bigger than—Canon and Sony. I think there are actually two competing sides within Fujifilm (and maybe this battle has been taking place for awhile now): one is profit-first driven, and the other is nurture-first driven. The side I would like to see win is the latter, but the side that seems to be winning is the former.

Where this lost-soul has most obviously manifested itself is Kaizen, or the lack of it. This is a word that I hadn’t heard of until I owned a Fujifilm camera. It’s something that attracted a lot of people to the brand. It means continuous improvement—making something better over time, even though it was already purchased. Why? Part of it is duty (what you are supposed to do), and another part of it is that it creates loyalty, because it shows the customer that you care about them, and not just their money. That care will cause the customer to overlook shortcomings, because the caring is more important to them in the whole scheme of things. And long-term loyalty is more valuable to the company than short-term gains. I don’t know the exact timeline of when Fujifilm stopped caring (or, more accurately, began caring less about their customers in favor of caring more about profits), but it seems to be during the development of X-Trans IV. That’s when the profit-first people seemed to first get an upper hand on the nurture-first people. I don’t know for sure, though. What I am confident in is that, as X-Trans V rolls out, the profit-first philosophy is the current mantra of Fujifilm’s photography division—it’s Fujifilm’s current soul, unfortunately.

Am I overreacting? After all, the X-H2S is just one camera, right? There are two points that I’d like to make. First, Fujifilm removed the traditional dials on the X-H line in favor of PASM. For Fujifilm, PASM cameras are intended to attract new customers who are not interested in or are otherwise intimated by the traditional controls of their other X models. They don’t put PASM on cameras that they intend to market to their current customer base. The X-H2S is their top-of-the-line “flagship” model, the first X-Trans V… and it’s not for you. It was never intended for you. Screw you! It’s for them. Those guys with their Sonys and Canons, that’s who it’s for. We give our best to them. Our current customers who have been so loyal over the years will have to be happy with the crumbs that fall from the table. Second, X-Trans V is rolling out, while the X-T3 (their all-time top-selling model) and X-T30 are still on an island, and the X-Pro3 and X100V (premium models) don’t have as good of JPEG features as the X-S10, X-E4, and X-T30 II (mid or lower tier models). That’s shameful, in my opinion. Take care of your current customers first before working so hard to bring in new customers. Fujifilm is making their customer base less loyal, which will only hurt them in the long run. Nurture first.

If you build it, they will come. Fujifilm built it and they came; however, not enough for the profit-first people. They want more, but they’re barking up the wrong tree. Instead of becoming Sony in order to attract current Sony users who are unhappy with their gear (how does this makes sense to anyone?), Fujifilm should double-down on what makes them unique. What’s special about Fujifilm? Analog-inspired innovation and the photographer’s experience—that’s what’s special, or at least it used to be. There’s one other thing that’s unique, and that’s community. Fujifilm didn’t build it—instead it was built around them; however, they have not done nearly enough to embrace it and engage it. In fact, at times they’ve been standoffish to it. That needs to end, because community is Fujifilm’s greatest asset, yet they seem unsure of how to engage it, so they do so halfheartedly and from a “safe” distance.

I didn’t mean to write a negative article. When I sat down at the computer, I had no intention of typing out this post; however, it’s something that has been circling inside my mind for a few weeks now, so I suppose that it was inevitable. I really hope that it doesn’t make you feel angry towards Fujifilm. This article’s aim is to, on the off chance that this is actually read by Fujifilm, inspire reflection and perhaps even change, and secondarily put into words something that maybe you have felt but weren’t sure how to express. Perhaps this is somehow therapeutic. For me it feels good to say, even though it is negative, and I hope that getting it out in the open will somehow produce something positive.

What Future Camera Technology Might Be Like

Posted on October 7, 2021 by Ritchie Roesch

*Barn by the Tetons* – Grand Teton NP, WY – Fujifilm X-E1 – Nik Silver Efex edit

What will future cameras be like? More specifically, what do I think they’ll be like? This is an odd topic that has come up a few times recently in various places. I don’t have any inside information. I’ve never laid eyes on any top-secret still-in-development cameras. I only have my own ideas and opinions, which are probably inaccurate. I’ve certainly been wrong before, and I’m probably wrong now. Still, it’s fun to speculate.

I think, in the not-too-distant future, perhaps beginning in roughly five years, we’ll see camera manufacturers team up with software companies to offer more (and better) in-camera filters. We’re going to see more software built into cameras, and with that, I think we’ll start to see VSCO, RNI, Alien Skin, Nik Collection, and others, partner with camera manufacturers to include their popular presets integrated into gear. This will also allow RAW files to match straight-out-of-camera JPEGs (and TIFFs) simply by applying the same preset in-software as in-camera.

*Mirrored Mountain* – Mirror Lake, UT – Fujifilm X-E1 – Alien Skin Exposure edit

The Zeiss ZX1 camera has Lightroom Mobile built-in. The Pixii camera can be programmed with LUT profiles. It’s not even close to mainstream yet, but you can see the very beginning of this shift start to build. I think it is only a matter of time before you will be able to capture in-camera with (for example) the RNI Kodak Gold v.3 preset. I don’t think Canon, Sony, Nikon, or Fujifilm will be the first company to do this. Maybe Leica. Perhaps a future Panasonic S-series model. I’m not exactly sure, but it will definitely be a marketing strategy for whoever does it first.

I believe that in the beginning it will be collaborations between specific manufactures and software companies. For example, Sony might partner with VSCO, and perhaps Nikon partners with RNI. I personally hope Fujifilm partners with RNI or Alien Skin, but my guess is that Fujifilm will hold onto their film simulations, which, let’s be honest, is a similar concept. Film simulations are kind of like presets, especially since they can be customized with film simulation recipes; however, in its current state film simulations don’t go as far as what I believe is coming. I do think Fujifilm can accomplish in-house their own presets, since they do seem to have a nice head start, but I don’t know if they have the foresight to take it far enough or the R&D resources to keep up once it takes off. We’ll have to wait and see how it all plays out. Currently, Fujifilm’s Film Simulations, with the help of custom JPEG recipes, are the closest thing right now to what I believe is coming.

Eventually I see it morphing into more of an app model, where you can buy any company’s presets and use them on your camera, no matter the brand. Buy a Canon and download the RNI app if you want their presets, or VSCO if you want theirs. If you have a Fujifilm camera, you can use the exact same presets on that camera as you can on your Sony. This might be 10 or more years down the road, but it seems like it is inevitable that it will happen someday.

*Whitefish Lake Infrared* – Whitefish, MT – Fujifilm X100V – RNI Aero edit

Why do I think all this is the future of photography technology? What I believe is going to happen is a stronger movement towards straight-out-of-camera. Not for bragging rights, but for three reasons: 1) it saves so much time, 2) it can be more fun, and 3) it opens up photography more to those who don’t have the desire, skills, or time to post-process their pictures. Technology will make getting post-processed-like-looks more accessible without the need to actually do it. It’s going to be easier and more automatic. You, the photographer, will have to select which look you want, and the camera will do the work for you and will deliver to you out-of-camera that look without any need for Lightroom, etc., to achieve it. Upload the picture to whatever social media or cloud storage you want right from the camera. No need for a computer, as it’s all handled by the camera. You won’t even need your phone, unless camera companies figure out that they can harness the phone’s computing power to do the work for them, and the phone becomes (wirelessly) integrated into the camera.

I could be completely wrong about all of this. I’ve certainly been wrong many times before. Nobody knows the future. I do see things moving in this direction, and in a very small way, because of my film simulation recipes, I’ve had a hand in moving it.

*Sentinel & Merced* – Yosemite NP, CA – Fujifilm X100V – SOOC “Vintage Color” unedited

Stealing Inspiration

Posted on January 18, 2019 by Ritchie Roesch

Preserved Steam Wheel – Ogden, UT – Fujifilm X-E1

A little over two years ago I saw some interesting photographs by Christoffer Relander where he used double-exposure photography to capture rural landscapes inside of glass jars. I thought it was a neat concept, and I wanted to try my hand at something similar. I didn’t desire to do the exact same thing, so I decided that instead of rural landscapes I would put urban, architectural and industrial scenes inside the jars. I used a similar (but slightly different) technique than him, and I chose a different subject with a different intended meaning to differentiate my work from his.

It wasn’t long before Christoffer discovered my jar photographs, but the reaction that I received was not what I expected, and it wasn’t positive. He sent me a note to inform me that my photographs were too similar to his, and he asked me to stop making these types of pictures. He told me that my images went beyond inspiration and were, in fact, copycats. He didn’t appreciate that I was trying to steal his idea and ripoff his project, in his opinion.

I want to make it clear that I’m not writing this to bash Christoffer. I respect his amazing artistry. He does great work! He has a lot of talent and I wish him tons of success. I encourage you to check out his pictures. I wholeheartedly disagree with his sentiments and accusations, but that was two years ago and I’m no longer hurt by them. However, this is an important story for this discussion, and that’s why I’m bringing it up.

Preserving The Library Stairs – SLC, UT – Fujifilm X-E1

After receiving the note from Christoffer, one of the first things that I did was research photographers who have captured images of jars, paying special attention to those who did multiple-exposure pictures. As it turns out, his project is not completely unique, and I’m not surprised by this because there is very, very little art that’s truly original. Almost all art has taken inspiration from something else. There are a ton of examples of jar photographs, even more examples of rural landscape photographs, and many examples of multiple-exposure photography involving jars or rural landscapes. What Christoffer did that was for the most part unique was combine those elements together in one image. Almost nobody had done that before him. And almost nobody had combined multiple-exposure jar and urban/architectural/industrial pictures together when I did it.

Two years have passed since then, and I lost interest in the project awhile back because I let my feelings get in the way of creating art. In the meantime many other people have come along and done scene-in-a-jar double-exposure pictures. It’s much less unique now because once some technique or idea gets attention, others want to do it, too. That’s perfectly alright, since nothing is truly original. Imitation is the greatest form of flattery.

“Start copying what you love,” wrote Austin Kleon in his book Steal like an Artist. “Copy, copy, copy, copy. At the end of the copy you will find yourself.” He also articulated, “Every new idea is just a mashup or a remix of one or more previous ideas.” I could quote Austin all day, but it all boils down to this: there are very few if any truly new or unique ideas, and almost everything that you think is new or unique is not, so what you have to do is take a little from this person and a little from someone else and mix it with yourself to form something that seems original.

Preserving an Afternoon Downtown – SLC, UT – Fujifilm X-E1

“Nothing is original,” explained actor and director Jim Jarmusch. “Steal from anywhere that resonates with inspiration or fuels your imagination. Devour old films, new films, music, books, paintings, photographs, poems, dreams, random conversations, architecture, bridges, street signs, trees, clouds, bodies of water, light and shadow. Select only things to steal from that speak directly to your soul. If you do this, your work (and theft) will be authentic. Authenticity is invaluable, originality is nonexistent.”

“The secret to creativity is knowing how to hide your sources,” Albert Einstein put it simply.

Creativity, which is a critical element for the artist photographer, is about stealing inspiration from whoever and wherever you can, mixing it all up and adding a little of your own unique perspective. Take a little from here. Take a little from over there. That’s what all creative people do. The secret is hiding your sources–not by lying, but by simply making it not so obvious who or what those sources are. My mistake was that I did not hide my sources very well, but Christoffer did a great job at hiding his sources, so I’m a copycat and he’s a genius.

There are two takeaways from this article that I hope you’ve discovered. The first is that it’s not only alright to copy others, it’s what you’re supposed to do, but with the caveat that you should mix in other influences and include a piece of yourself, as well. It’s not straight-up copying that you want to do, but stealing ideas and techniques and making them your own by including your unique perspectives. The second is that if you catch someone copying what you’re doing, don’t be offended! Take it as flattery. It’s a compliment. Besides, you stole it from someone else in the first place, so it’s not just you that’s being copied, it’s everyone who has influenced you and everyone who has influenced those who have influenced you. It’s all one big continuum, where everyone is copying everyone, and making beautiful photographs in the process. Go ahead and copy, and don’t feel bad about it for one moment, because without exception everyone steals inspiration from someone.