Is This a Good Reason to Ditch Sony and Move to Hasselblad?

What would make a professional photographer walk away from one of the best autofocus systems on the market? In a world where most shooters obsess over specs, this photographer’s big switch is driven by something far more personal.

In this video, photographer and educator Tony Northrup reveals why, after years of working with Sony, he’s shifting much of his photographic work to Hasselblad. Northrup dives into what he loves about his Sony a1's incredible technology and why he’s not abandoning it entirely — especially for fast action and wildlife — but explains how Hasselblad makes him think differently about his photography.

For some photographers, the camera is purely a tool — an efficient, reliable piece of equipment that gets the job done with minimal fuss. But for others, it’s so much more than that; it’s a tactile, almost intimate part of the creative process that shapes how it feels to make photographs in the first place. The way a camera looks, sounds, and handles can inspire confidence, spark new ideas, and even change the way the subject interacts with the photographer. In this sense, the camera becomes an extension of the photographer’s vision, not just a means to an end.

Watch the video to discover all of the reasons and see if this could change how you think about your own gear. Would you ever ditch your system and move to Hasselblad? Let us know your thoughts in the comments below.