The Australian photography market is buoyant, according to Fujifilm general manager for electronic imaging and optical devices, Shaun Mah (pictured), and nowhere more so than in the content creator industry. 

Mah was speaking at the launch of the Fujifilm X-M5 mirrorless digital camera, which was designed with content creators in mind. “More Australians are identifying as content creators, either full time, part time or as a hobby, with six million identifying as content creators,” he said.

In the past 12 months sales have been extremely strong with a resurgence in demand for digital cameras, fixed lens or interchangeable and mirrorless lens models, he told Appliance Retailer.

“With the creative economy growing by 48% since the pandemic all the pieces are coming together, with more people wanting to create content and elevating to digital cameras.”

And he maintains that smartphones are the sector’s best friend. “They have exposed people to the world of content creation, but there are limitations which is where this new camera is perfect. It is the smallest, lightest and most accessible camera, coming in at under 355 grams, in the X Series to date.” 

The X-M5 carries a full range of features, including AI subject detection autofocus (AF) to track moving objects such as animals and cars and a 6.2K/30P video recording function for shooting still images and movies with a single camera.

The new 9:16 short movie mode makes it easy to shoot vertical videos for social media platforms while the film simulation dial is placed for quick access to 20 modes, depending on the subject and scenes.

There is also a new three-microphone set-up with four directivity options, surround, front, back or front and back, along with a noise reduction function, which reduces noise that continues at a certain frequency, such as from air conditioners. The updated Vlog mode is for controlling settings on the touchscreen.

The X-M5 suits a wide range of users, from first-time digital camera owners to photography enthusiasts.  It will be available in black and silver on November 11 for $1,449 RRP.

Fujifilm also released two X-Series interchangeable lens at the event, that was held in the new Fujifilm experience centre in Sydney: The Fujinon XF16-55mm F2.8 R LM WR11 Everyday premium zoom lens with a new aperture click switch; and the Fujinon XF500mm F 5.6 R LM OIS WR Super telephoto prime lens in a new lightweight design. Available November 28.