Let’s start with the news. The following photography products won the EISA award 2020/2021.
- Fujifilm X-T4 – Camera of the Year
- Fujifilm X100V – Compact Camera
- Nikon Z50 – Best Buy Camera
- Canon 90D – APS-C camera
- Nikon D780 – Full Frame Camera
- Sony A7rIV – Advanced Full Frame Camera
- Canon 1DX MK III – Professional Camera
- Panasonic S1H – Photo/Video Camera
- Canon EOS R5 – Best Innovation
- Sony ZV-1 – Vlogging Camera
- Canon RF 70-200mm F2.8L IS USM – Lens of the Y
- Sigma 12-24mm F2.8 DG DN Art – Wideangle Zoom Lens
- Canon EF 24-70mm F2.8L IS USM – Standard Zoom Lens
- Tamron 70-180mm F2.8 Di III VXD – Telephoto Zoom Lens
- Tamron 28-200mm F2.8-5.6 Di III RXD – Travel Zoom Lens
- Sony FE 200-600mm F5.6-6.3 G OSS – Super Telephoto Zoom Lens
- Nikon AF-S Nikkor 120-300mm F2.8E FL ED SR VR – Professional Telephoto Zoom Lens
- Sony FE 20mm F1.8 G – Wideangle Lens
- Nikon NIKKOR Z 85mm F1.8 S – Portrait Lens
- Canon EF 600mm & 800mm F11 IS STM – Lens Innovation
- DJI Mavic AIR 2 – Camera Drone
- Nik Collection 3 by DxO – Photo Software
- EIZO ColorEdge CS2740 – Monitor
The Awards Business Exposed
Now, I’d love to highlight this as an incredible good news for Fujifilm, as the X-T4 has been declared the best camera you can get on the market today.
But truth is you should take these awards for what they are. And to know what they are, you have to understand how they work.
In short: the whole point of these award commissions is to make money by selling award licenses, meaning the right for companies to use the award logo to promote their products.
It’s a big business! Which isn’t bad per se, if done fairly and professionally.
But now imagine Fujifilm winning a couple of awards in 2017, but the company decides not to pay for the expensive award licenses, because they prefer to use the money for product R&D, what do you think will happen in 2018?
Do you understand?
I mean, if an award company sees that Fujifilm stopped paying in 2017, who will they award in 2018? Fujifilm? Or maybe other companies, which they know for sure are willing to pay for the use of the award logo?
Of course, the lack of awards for Fujifilm in 2018 resulted in lots of bad press (“Fujifilm empty handed, all other companies win“), and hence the order is back, to pay for award licenses.
So all back to normal. And today the Fujifilm X-T4 and X100V win the “prestigious” EISA award.
Ignore these awards.
All that matters, is how the gear performs on the field. And the awards that matter are this ones:
- read here – It’s a Triumph: FUJIFILM Wins Top 2 World Press Photo Awards and Even More… Despite not Being Full Frame ;)
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