David Imel says the quiet part out loud about Hasselblad
p.2 #1David Imel says the quiet part out loud about Hasselblad
I recently sold my Nikon Zf to a Chinese guy and I mentioned that most of the Hasselblad are fake because Hasselblad gives the camera for free if the review is positive. He told me that actually, this is not the case in China. Apparently, they use this policy only outside China
It would be interesting if somebody from China who knows the photography market could confirm.
It would be interesting if somebody from China who knows the photography market could confirm.
Sep 17, 2026 at 10:01 AM
p.2 #2David Imel says the quiet part out loud about Hasselblad
Interesting. They didn't try to tell me to say anything when they sent me a review unit. But then again, it wasn't a "keep it when you're done" kinda situation.
Sep 17, 2026 at 10:05 AM
p.2 #3David Imel says the quiet part out loud about Hasselblad
deadwolfbones wrote:
Interesting. They didn't try to tell me to say anything when they sent me a review unit. But then again, it wasn't a "keep it when you're done" kinda situation.
I would think an open bribe for the NYT might be a step too far, even for them
Interesting. They didn't try to tell me to say anything when they sent me a review unit. But then again, it wasn't a "keep it when you're done" kinda situation.
I would think an open bribe for the NYT might be a step too far, even for them
Sep 17, 2026 at 10:08 AM
p.2 #4David Imel says the quiet part out loud about Hasselblad
Two brands got mentioned here: DJI and Insta360. This is pathetic. They are not only ruining their brand images but also the country they are from.
I especially got annoyed that YouTubers complement the color science without mentioning it has to be used in Hasselblad software if there is true benefits. Then, hasselabld itself is very vague on this: is it more accurate or more pleasing?
They don’t really need to do that for a good product like these. What a shame.
I got the same issue with latest Leica marketing. For me, only when you have nothing to highlight, you market something vague like color science, rendering, German quality etc…
RoamingScott wrote:
David, one of my favorite guys on YT in the photo space, refused to review the X2D II because Hasselblad told him he had some leeway to be "a little negative to make it seem more authentic". It only proves what we could all sense through the noise of YouTube marketing of the X2D and X2D II and how astroturfed all of the sponsored content really is.
Dangling a $10,000-$20,000 kit in front of hungry content creators to get the positivity Hassy demands from their reviews.
I especially got annoyed that YouTubers complement the color science without mentioning it has to be used in Hasselblad software if there is true benefits. Then, hasselabld itself is very vague on this: is it more accurate or more pleasing?
They don’t really need to do that for a good product like these. What a shame.
I got the same issue with latest Leica marketing. For me, only when you have nothing to highlight, you market something vague like color science, rendering, German quality etc…
RoamingScott wrote:
David, one of my favorite guys on YT in the photo space, refused to review the X2D II because Hasselblad told him he had some leeway to be "a little negative to make it seem more authentic". It only proves what we could all sense through the noise of YouTube marketing of the X2D and X2D II and how astroturfed all of the sponsored content really is.
Dangling a $10,000-$20,000 kit in front of hungry content creators to get the positivity Hassy demands from their reviews.
Sep 17, 2026 at 10:10 AM
p.2 #5David Imel says the quiet part out loud about Hasselblad
zhangyue wrote:
I especially got annoyed that YouTubers complement the color science without mentioning it has to be used in Hasselblad software if there is true benefits.
This is true for every single camera from every single brand. If you're in the market for a Hasselblad, you'd hope potential consumers know this by now.
I especially got annoyed that YouTubers complement the color science without mentioning it has to be used in Hasselblad software if there is true benefits.
This is true for every single camera from every single brand. If you're in the market for a Hasselblad, you'd hope potential consumers know this by now.
Sep 17, 2026 at 10:12 AM
p.2 #6David Imel says the quiet part out loud about Hasselblad
RoamingScott wrote:
I would think an open bribe for the NYT might be a step too far, even for them
You'd be surprised at some of the emails I've gotten...
deadwolfbones wrote
Interesting. They didn't try to tell me to say anything when they sent me a review unit. But then again, it wasn't a "keep it when you're done" kinda situation.You'd be surprised at some of the emails I've gotten...
Sep 17, 2026 at 12:12 PM
p.2 #7David Imel says the quiet part out loud about Hasselblad
A wanna-be Leica influencer speaks out against Hasselblad. Why am I not surprised?
If he is really honest he also mentions the name of the company that did not want to work with him on their next camera because he said a negative thing about their current camera.
Now he is really just saying, I can do without Hasselblad, but I do care about that other company for my YT channel, so I am not going to mention them.
I don't particularly like what Hasselblad is doing but I am convinced that all companies do something similar, perhaps in more subtle ways. I watched a video on YT today. Panasonic flew people to Osaka for the L10 and covered flights, lodging and food. If you believe that comes without any expectations you are in my opinion naive. Ideally, creators should be allowed to voice honest criticisms without fear of losing future invitations, but I would be very surprised if that were truly the case.
If he is really honest he also mentions the name of the company that did not want to work with him on their next camera because he said a negative thing about their current camera.
Now he is really just saying, I can do without Hasselblad, but I do care about that other company for my YT channel, so I am not going to mention them.
I don't particularly like what Hasselblad is doing but I am convinced that all companies do something similar, perhaps in more subtle ways. I watched a video on YT today. Panasonic flew people to Osaka for the L10 and covered flights, lodging and food. If you believe that comes without any expectations you are in my opinion naive. Ideally, creators should be allowed to voice honest criticisms without fear of losing future invitations, but I would be very surprised if that were truly the case.
Sep 17, 2026 at 12:51 PM
p.2 #8David Imel says the quiet part out loud about Hasselblad
This is nothing new, nor is it limited to Chinese companies. As far as I know (and I might be wrong here), every single camera manufacturer sends out review copies. Most of them also have those special events @SlowDriver mentions. If you are a YT influencer with even a minimum amount of brains, you know what to do to get the review copies, and be invited to the events, on which your business model relies. See, for example:
https://petapixel.com/2024/05/28/panasonic-reacts-to-controversy-concerning-its-lumix-s9-event/
I also recall hearing about editorial meetings at respected photography related publications way before YT or influencers even existed, where it was discussed how to review a piece of equipment without endangering the revenue stream from advertising by its manufacturers. Way before Chinese companies entered the market.
It should be pretty clear by now that most of what is on YT is for entertainment only, and cannot be taken seriously. Of course, there are exceptions. [Dustin Abbott comes to mind.]*
Edit: the example is not meant to imply that Gerald Undone or necessarily Panasonic did (or is doing) anything dodgy. Just to highlight that this discussion is nothing new.
*Edit #2: Dustin Abbott maybe not so much after all as @RoamingScott below found out.
Edited on Sep 17, 2026 at 03:54 PM · View previous versions
https://petapixel.com/2024/05/28/panasonic-reacts-to-controversy-concerning-its-lumix-s9-event/
I also recall hearing about editorial meetings at respected photography related publications way before YT or influencers even existed, where it was discussed how to review a piece of equipment without endangering the revenue stream from advertising by its manufacturers. Way before Chinese companies entered the market.
It should be pretty clear by now that most of what is on YT is for entertainment only, and cannot be taken seriously. Of course, there are exceptions. [Dustin Abbott comes to mind.]*
Edit: the example is not meant to imply that Gerald Undone or necessarily Panasonic did (or is doing) anything dodgy. Just to highlight that this discussion is nothing new.
*Edit #2: Dustin Abbott maybe not so much after all as @RoamingScott below found out.
Edited on Sep 17, 2026 at 03:54 PM · View previous versions
Sep 17, 2026 at 01:07 PM
p.2 #9David Imel says the quiet part out loud about Hasselblad
mranger211 wrote:
Of course, there are exceptions. Dustin Abbott comes to mind.
Dustin has done a good job presenting himself this way. An anecdote, however.
I received a tripod from a company for review on which I immediately identified a design flaw that could be catastrophic for mounted gear. I refused to review it, sent it back to the company along with video feedback of the issue, and went on my way to better projects.
After that, however, I left a comment on Dustin's review of it, asking if he had seen what I did, because he certainly didn't mention it in the review. He copped, publicly in the comments, to the fact that his tripod had indeed rapidly disassembled and he had a camera fall off of it.
The fact that he didn't disclose this in the review, all for what equates to a free shitty Chinese tripod and an ongoing relationship with a bad company, is the exact symptom of the grossness that abounds on Youtube and the review market at large.
Of course, there are exceptions. Dustin Abbott comes to mind.
Dustin has done a good job presenting himself this way. An anecdote, however.
I received a tripod from a company for review on which I immediately identified a design flaw that could be catastrophic for mounted gear. I refused to review it, sent it back to the company along with video feedback of the issue, and went on my way to better projects.
After that, however, I left a comment on Dustin's review of it, asking if he had seen what I did, because he certainly didn't mention it in the review. He copped, publicly in the comments, to the fact that his tripod had indeed rapidly disassembled and he had a camera fall off of it.
The fact that he didn't disclose this in the review, all for what equates to a free shitty Chinese tripod and an ongoing relationship with a bad company, is the exact symptom of the grossness that abounds on Youtube and the review market at large.
Sep 17, 2026 at 01:21 PM
p.2 #10David Imel says the quiet part out loud about Hasselblad
RoamingScott wrote:
I saw Faizal Westcott's for sale on this very site.
Well, yeah. He did a youtube video about leaving his digital gear behind and only shooting on film.
Problem is he filmed that video on digital, and you can also see that he has a digital camera by his side at 2:18..
But ignore all that! It's about the clicks!
https://youtu.be/jrF82MGv9Ak?si=hOqXQWz-_Y8TeHW6&t=136
Nearly all reviewers say whatever it takes to keep the freebies/gear to review rolling in. And making excuses for deficiencies.
In the SUV world, the new Toyota 4Runner 6 Gen is notorious for overheating its transmission on climbs. Now reviewers are claiming that's ok, because you should be in 4low anyway to prevent that. And you see them on a regular dirt road you can drive a Camry on...
(the previous gen 4Runners never had that problem).
Oldwino wrote
I wonder how many of those Hasselblads have since been sold or traded in...Well, yeah. He did a youtube video about leaving his digital gear behind and only shooting on film.
Problem is he filmed that video on digital, and you can also see that he has a digital camera by his side at 2:18..
But ignore all that! It's about the clicks!
https://youtu.be/jrF82MGv9Ak?si=hOqXQWz-_Y8TeHW6&t=136
Nearly all reviewers say whatever it takes to keep the freebies/gear to review rolling in. And making excuses for deficiencies.
In the SUV world, the new Toyota 4Runner 6 Gen is notorious for overheating its transmission on climbs. Now reviewers are claiming that's ok, because you should be in 4low anyway to prevent that. And you see them on a regular dirt road you can drive a Camry on...
(the previous gen 4Runners never had that problem).
Sep 17, 2026 at 01:40 PM
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p.2 #11David Imel says the quiet part out loud about Hasselblad
A company gave a YouTube personality expensive gear to influence their review? I'm shocked. Shocked, I tell you.
As a side note, I am available to say nice things about Hassy if they consent to make a landscape tele that's longer than ninety and significantly smaller than the 135. Very nice things, too. They will feel the love.
As a side note, I am available to say nice things about Hassy if they consent to make a landscape tele that's longer than ninety and significantly smaller than the 135. Very nice things, too. They will feel the love.
Sep 17, 2026 at 03:14 PM
p.2 #12David Imel says the quiet part out loud about Hasselblad
AS I mentioned else where on this site Thephoblographer tells me to get full frame insurance I called them and found out that full frame does not cover car brake ins. I informed the site and their leader Chris about this he has not put one word up about this major flaw in this insurance company.
Sep 17, 2026 at 04:23 PM
p.2 #13David Imel says the quiet part out loud about Hasselblad
YIKES!
RoamingScott wrote:
Dustin has done a good job presenting himself this way. An anecdote, however.
I received a tripod from a company for review on which I immediately identified a design flaw that could be catastrophic for mounted gear. I refused to review it, sent it back to the company along with video feedback of the issue, and went on my way to better projects.
After that, however, I left a comment on Dustin's review of it, asking if he had seen what I did, because he certainly didn't mention it in the review. He copped, publicly in the comments, to the fact that...Show more →
RoamingScott wrote:
mranger211 wrote
Of course, there are exceptions. Dustin Abbott comes to mind.I received a tripod from a company for review on which I immediately identified a design flaw that could be catastrophic for mounted gear. I refused to review it, sent it back to the company along with video feedback of the issue, and went on my way to better projects.
After that, however, I left a comment on Dustin's review of it, asking if he had seen what I did, because he certainly didn't mention it in the review. He copped, publicly in the comments, to the fact that...Show more →
Sep 17, 2026 at 04:24 PM
p.2 #14David Imel says the quiet part out loud about Hasselblad
RoamingScott wrote:
David, one of my favorite guys on YT in the photo space, refused to review the X2D II because Hasselblad told him he had some leeway to be "a little negative to make it seem more authentic". It only proves what we could all sense through the noise of YouTube marketing of the X2D and X2D II and how astroturfed all of the sponsored content really is.
Dangling a $10,000-$20,000 kit in front of hungry content creators to get the positivity Hassy demands from their reviews.
Well the video has now been privated so it seems some feathers might have been ruffled. David seemed okay with his choice but if it impacted the others in the video maybe that's where they decided the heat might be too much.
David, one of my favorite guys on YT in the photo space, refused to review the X2D II because Hasselblad told him he had some leeway to be "a little negative to make it seem more authentic". It only proves what we could all sense through the noise of YouTube marketing of the X2D and X2D II and how astroturfed all of the sponsored content really is.
Dangling a $10,000-$20,000 kit in front of hungry content creators to get the positivity Hassy demands from their reviews.
Well the video has now been privated so it seems some feathers might have been ruffled. David seemed okay with his choice but if it impacted the others in the video maybe that's where they decided the heat might be too much.
Sep 17, 2026 at 04:33 PM
p.2 #15David Imel says the quiet part out loud about Hasselblad
I would love for reviewers to make a business out of being honest and straightforward with their reviews. It seems like the current photography gear circus business model doesn't support it though.
When you watch a review these days, you almost have to read between to the lines to see if they really like the gear - and that's if you know them and how they typically do things. I want to say that Petapixel probably does a decent job of saying there are better alternatives in some cases, but I'm sure someone will have an example of when they shilled.
I'll use the Leica SL3-P as an example. After reading several reviews and watching YT videos, I really have no clue if this is a decent camera. There are reports that say the camera can freeze or crash under high buffer load... but then go on to say it's a great camera! But then a lot of reviewers say that it's the best SL yet, but not up to the competition. But then from another reviewer, THIS IS THE ONE TO GET. The negative or neutral reviews tend to be buried really far down in the feed.
When you watch a review these days, you almost have to read between to the lines to see if they really like the gear - and that's if you know them and how they typically do things. I want to say that Petapixel probably does a decent job of saying there are better alternatives in some cases, but I'm sure someone will have an example of when they shilled.
I'll use the Leica SL3-P as an example. After reading several reviews and watching YT videos, I really have no clue if this is a decent camera. There are reports that say the camera can freeze or crash under high buffer load... but then go on to say it's a great camera! But then a lot of reviewers say that it's the best SL yet, but not up to the competition. But then from another reviewer, THIS IS THE ONE TO GET. The negative or neutral reviews tend to be buried really far down in the feed.
Sep 17, 2026 at 09:15 PM
p.2 #16David Imel says the quiet part out loud about Hasselblad
In the old days of magazines, writers would request multiple lenses of the make model so they can publish the best results.
Sep 17, 2026 at 09:49 PM
p.2 #17David Imel says the quiet part out loud about Hasselblad
Am I wrong or does every company do this implicitly if they are an offering something to a reviewer, be it a trip to Japan or a free lens, or free borrow? Every YouTuber starts off with the disclaimer that in effect it’s going to point out the shortfalls honestly but really we know they’re probably not gonna do that savagely.
Sep 17, 2026 at 10:04 PM
p.2 #18David Imel says the quiet part out loud about Hasselblad
I know Leica will never send me a camera to review after the online stink I made about the M6 scratching film.
None of their chosen reviewers mentioned it.
None of their chosen reviewers mentioned it.
Sep 17, 2026 at 10:41 PM
p.2 #19David Imel says the quiet part out loud about Hasselblad
RoamingScott wrote:
David, one of my favorite guys on YT in the photo space, refused to review the X2D II because Hasselblad told him he had some leeway to be "a little negative to make it seem more authentic". It only proves what we could all sense through the noise of YouTube marketing of the X2D and X2D II and how astroturfed all of the sponsored content really is.
Dangling a $10,000-$20,000 kit in front of hungry content creators to get the positivity Hassy demands from their reviews.
Because I haven’t followed those Blads, what is wrong with them?
David, one of my favorite guys on YT in the photo space, refused to review the X2D II because Hasselblad told him he had some leeway to be "a little negative to make it seem more authentic". It only proves what we could all sense through the noise of YouTube marketing of the X2D and X2D II and how astroturfed all of the sponsored content really is.
Dangling a $10,000-$20,000 kit in front of hungry content creators to get the positivity Hassy demands from their reviews.
Because I haven’t followed those Blads, what is wrong with them?
Sep 17, 2026 at 10:43 PM
p.2 #20David Imel says the quiet part out loud about Hasselblad
Desmolicious wrote:
Dangling a $10,000-$20,000 kit in front of hungry content creators to get the positivity Hassy demands from their reviews.Because I haven’t followed those Blads, what is wrong with them?
The cameras have their issues, like every other camera available today, but people love them, so nothing, really. Everything else is another marketing stink making Hassy and an untold number of YouTubers look unethical and desperate.
RoamingScott wrote
David, one of my favorite guys on YT in the photo space, refused to review the X2D II because Hasselblad told him he had some leeway to be "a little negative to make it seem more authentic". It only proves what we could all sense through the noise of YouTube marketing of the X2D and X2D II and how astroturfed all of the sponsored content really is.Dangling a $10,000-$20,000 kit in front of hungry content creators to get the positivity Hassy demands from their reviews.
The cameras have their issues, like every other camera available today, but people love them, so nothing, really. Everything else is another marketing stink making Hassy and an untold number of YouTubers look unethical and desperate.
Sep 17, 2026 at 11:25 PM