2015: The year a Chinese drone company bought a percentage of one of the most illustrious medium-format photography brands in history—Hasselblad.
We probably should have seen it coming ever since Hasselblad started running out of ideas. Once we saw the fifth reiteration of their rebranded Sony cameras weighed down once more with lacquered oak, it was pretty obvious Hasselblad were in dire need of cash.
Partnering up with DJI does make sense in some roundabout way; the company’s very first camera back in 1941 was an aerial camera for the Swedish government. They also even recently released a new digital medium format line of aerial cameras in the A5D line. Imagine one of those 80-MP bad boys on an Inspire 1.
DJI CEO Frank Wang:
Hasselblad CEO Perry Oosting:
Hasselblad were the first to send their cameras into outer space in 1962, and now DJI are taking them back down to earth.
But what the hell, Hasselblad badly need some change and maybe DJI will be the ones to finally help them innovate and take them out of the past.