How YouTube welcomed the “Mirrorless Reinvented”- part 1

It is ten days now since the official announcement of the Nikon Z – Nikon’s first mirrorless cameras. There was (and still is) a huge interest among the entire photography world – internet is full with articles, specification comparisons, details, and pictures. YouTube is on alert as well. Many people are disappointed, many are praising the new cameras. Nothing new under the sun, you’ll say, and you’ll be right. But it is interesting to see what the initial reaction of the photography community was. Did it match the excitement of Nikon managers, ambassadors, sales reps, and pure fanboys? In this article, which I am going to split to two parts, I’ll go through the most popular commentaries on YouTube, starting the day before the cameras were officially announced but specs were already leaked. In a follow-up, third article, I will share my personal opinion with you, my dear readers. I’ll link to the other articles here, once they are published. Updated: link to part 2: It is going to be a long one, so get something to eat and drink and happy reading/watching. Aug 21, 2018 Ed Gregory from Photos In Color posted phenomenal video on his YouTube channel just over a  day before Nikon’s announcement. The video is named “Dear Sony – Thank you for the mirrorless camera revolution”. There he compares Sony with Apple – being a company that pushed the boundaries of the industry forward. And not only that, but aiming at the new generation, listening to its customers, and constantly delivering newer, better, and desirable products. Ed says that in opposite to Microsoft, Apple “innovated it every step by creating products for the next generation. By pushing boundaries, creating technologies, and of course – making mistakes along the way… well, whis is the Sony of the last five years. They took a command of a new industry, the mirrorless camera world, and focused on the consumer first… Like Apple they created hype, launched products almost yearly, and creating a marketing storm every time. Their products look incredible, Sony built a community of people who wanted to show off they had Sony mirrorless cameras. Sony focused on the new world. Their products were socially viable… Sony has beautiful, sharp, shiny, sleek edges, they look strong, angular, sexy. They look like the new shooter, the young, the hip, and the early adopters.” Of course we can argue that other companies also have their share in the technological development of today’s photography equipment. And this is right. But we have to agree that Sony really pushed the industry forward. May be because they didn’t have much to lose. Their A-mount cameras, although amazing were never as popular as the top DSLRs from Nikon and Canon. May be, because this was their last chance, but they pushed it hard to dominate the full frame mirrorless market today. Ed continues: “In the past, companies dictated to the consumer what they should want. Sony was different. People said to Sony: we want better focusing – they did it, better batteries – done, 5-axis sensor stabilization – done. Perfect first time – not always, but hey, they were listening, trying and often delivering. Just sitting back and saying “we’ve done this for over 100 years just isn’t good enough. We, the consumer, don’t care what you did. We care what you are doing… today!” Did you get the note about 100 anniversary of Nikon? They created a hype, and we all expected something breathtaking. Partially that happened with the release of D850, which is one of the best, if not the best DSLR in the world today. But that was all. Nothing else for the big birthday! No retro camera (DF II), no mirrorless which came one year later. May be because Sony released the A7III, which confused a bit the two big players with it’s low price and packed features. Who knows? Ed gregory finishes his video with: “Apple doesn’t necessarily make the best smartphones. But they are the company who drove the industry forward, forcing innovation and creativity…. more competition driving innovation, pushing technological boundaries. The more players in the game, the faster the innovation. Thanks to Sony we are going to see the fastest technological advancement in digital photography we have ever seen. With more companies bringing out mirrorless systems, we’ll start seeing features we could never have dream about. We’ll see companies fail, see products fail, but we will see the bar raised higher, leaps made larger, and progress made faster. Thank you, Sony, for starting the mirrorless revolution, and thank you to all the companies who are about to challenge you!” Full video here: And here are the challenges coming… Aug 22, 2018 Right after the announcement press-conference on 22-23 of August, the youtuber Theoria Apophasis shared his first thoughts about the announced cameras. In his video “Nikon Z Facepalm! YOU FAILED NIKON! Z Mirrorless. One Card & worse” the “angry photographer” – Ken Wheeler considered the press-conference to be “absolutely beyond pathetic”. His first reaction about the ONE MEMORY CARD SLOT on Z6 & Z7 is that it is an ”epic failure from Nikon”. Next thing he complains about are the high prices and that the FZ adapter is not compatible with the D-lenses. Next target are the announced Z-lenses. He thinks “they look worse than the cheapest junk kit lens”. Lastly, he speaks about the 330 images coming from the new EN-EL15b battery. Three things he finds “incredibly depressing”. First is the presentation video itself, which lasted over one hour and he calls it “the most abysmal height fest of nonsense I’ve ever seen in my life” and “disgusting hype fest of nonsense”, bashing Nikon for using the phrase “mirrorless reinvented” more than 50 times, as there was nothing special reinvented. Second, he accuses Nikon that the cameras are in fact intermediate level but are priced as a pro level. And third, he was disappointed by the year and a half anniversary hype that ended … Continue reading How YouTube welcomed the “Mirrorless Reinvented”- part 1