Collaboration is perhaps one of the easiest ways to get camera sales soaring. And we don’t mean any alliances between camera companies and photographers—but with celebrities. Names such as Jeff Bridges, Norman Reedus, Bryan Adams, and even Zendaya are some exceptional collaboration choices that can get more casual shooters involved with a brand. However, it seems that the easiest way to triple the number is by partnering with the most talked about artist: Taylor Swift. We know how loyal her fans are, which means that any camera maker that partners with her is likely to make big leaps. And we think one company has achieved this feat without much trying!
The lead image is a screenshot of Taylor Swift’s Instagram page.
Taylor Swift May Revive Micro Four Thirds
A picture of Olympus Cameras: Taylor Swift holding the Olympus OM-D E-M10 Mark IV went insanely viral in a Reddit forum. The photograph was shot by paparazzi and was also later shared on 43 Rumors’ Twitter page. Whether one likes to believe it or not, seeing famous people like singers, actors, or politicians use a camera always gets the best of us. And it functions as an ego boost for fans of that brand. What to say, that is human nature.
If you look at the comments, you’ll certainly see why Taylor Swift is an exceptional artist to collaborate with. Users noted that a special edition between OM System and the singer will help the company erase its financial troubles. Considering how she recently became a billionaire with her marketing tricks, we think OM System could do well with a partnership like this. Some even humorously named such a wishful edition “OM-Swifty” or the “OM-D PEN Cruel Summer Edition” featuring auto-detect abilities.
Micro Four Thirds are not too popular due to their smaller sensor. As a result, many photographers pivot to full frame. However, OM System’s camera offers a certain ‘film-like’ look in digital cameras, which millennials and Gen Z will certainly go for since they love the ‘retro’ aesthetics. You can even see Y2K making a comeback. So, the best way to drive their sales upwards and appeal to the younger generation is for Taylor Swift to be the best person (despite her lack of love for the environment).
Furthermore, the OM System x Taylor Swift collaboration was so fruitful because of Instax. According to Digital Camera World, the Taylor Swift Instax Square SQ6 sold close to a million units of this edition, with the resale price increasing tenfold on eBay. It seems every Swifty was involved in a bidding war.
Why OM System Needs to Think Differently
So, what is the lesson of this story? OM System needs to market itself better. We have often liked their cameras. For instance, in our review of the OM-D E-M10 Mark IV, we noted how it is a “fun, feature-packed camera” and is great for anyone “to document everyday life.” With that said, a full frame will never be used by a casual photographer, and so Swift using a Micro Four Thirds proves that the demand for simple but effective cameras is still there. It’s not like she can’t afford a Sony full frame or a Leica; rather, she wants a device that is easy to work with and cool to look at. The hipster aesthetic is, after all, a part of her brand.
Furthermore, with the demand for retro taking root again, the OM System can really work and be exceptional. So can Panasonic. Fujifilm, for instance, has already managed to achieve this. Their Instax cameras are pretty cool for the newer generation. However, many want a digital camera that shoots like film. While Fujifilm offers film situations, an OMD or a Pen F can make these visuals different, thanks to the grains at higher ISO. For instance, the Olympus Pen F featured a dedicated black-and-white sensor, and we absolutely loved it.
With smartphones easily changing the way we photograph, there will come a time when many customers want a device that shoots differently. This is why we think Micro Four Thirds is an exceptional innovation. If you see the recent camera sale trend, APS-C and vlogging cameras also make up a good chunk of the entire market. In Japan, for instance, many youngsters prefer either cute “kawaii” aesthetics in their electronic gadgets or something that is retro and nostalgic. So, why not give people what they want?
So, dear OM System, if you are reading this, we think it would be great if you focused on your Micro Four Thirds. Otherwise, we fear it may be the beginning of the end.