LEICA -| Can A Camera Company Have A Soul? 

I have to agree. I was a Canon Explorer of Light for 19 years, writing 43 books, giving hundreds of seminars and leading dozens of workshops - promoting them during that time. They dumped me and two other older photographers unexpectedly last year during New Year's Eve week (not good manners, to say the least) because they wanted younger photographers to post stuff on TikTok. My dad used to work in TV, the creative end. One day, when I was a teenager, he came home from work and said (due to changed at the network), "I might as well be working in a shoe factory." He went on to say that all the network was interested in was making money and that they lost their spirit ... or their soul as you put it. Your post reminded me of my dad's words. FYI: I ride my bike every day. I know you like to ride. 🙂

Thank you for these kind words, Justin. We really appreciate hearing that.

I just went on a trip around Spain, Portugal and the UK. I went to a Leica Store and Gallery in each country (Porto, Madrid and London). I have also visited the Leica Store and Gallery here in Los Angeles where I'm currently living. Not once in any of those experiences did I have anyone try and sell me something or push a camera or deal on me. I did however, every time, get asked what kind of things I shoot or what projects or work I might be doing. And also, they'd ask, "did you get a chance to check out the show" (referring to what was currently on display in the gallery. We talked about cameras, often times Hasselblads as that is what I shot most of my working career, notably NOT always Leica gear. In some of the cities they'd even offer me tips on what areas to go walk around and see, and even what times of day different areas had the best light. THE BEST LIGHT!!!! I mean if that doesn't tell you something about the company itself, it at least tells you something about the kind of people they choose to hire and the kind of environment they want to create with those stores/galleries. I also heard something recently that Leica is the largest independent gallery "network" for photography in the world. I went to their site just now and counted 26 galleries worldwide. As far as I know Canon and Nikon each have zero, but please correct me if I'm wrong. I would never be so naive as to think any major brand or company is entirely altruistic, nor should they be if they want their company to grow, improve and stay competitive, but at the very least I see Leica regularly put their money where their mouth is when it comes to showing support and respect to photography and photographers.

I do not own a Leica, but I do agree with much of what you have to say in this video, Justin. It is & should be about the love & passion for photography, it’s history & culture. Best wishes!😊

Last year, 67 yrears of age, I bought my first Leica, the M240. The M240 with its brassing, worn leather half case and thumb grip, the camera felt like a long lost friend returning home. The beauty of imperfection- Wabi sabi!

Leica Village Royale Paris became a regular drop in for me when I spent a month in Paris. Lovely staff, free coffee, no pressure to buy anything, they recalibrated by M10M rangefinder and put the frameline lever on that had fallen off and the rubber eyecup surround (free of charge), met Phil Penman and Allan Schaller, was asked if I wanted to sit in on Phil's seminar and made other photographer friends as well. I have never found a camera shop that has had remotely that kind of quiet, almost reverential, professionalism and attitude towards photography and photographers. And that makes the company worthy of our support as well.

I have shot many camera brands over the decades, but when I landed on Leica a few years ago it just felt different to me. I don't think I have ever felt the joy of shooting as I do when out shooting either with an M camera (240 or 10) or with my Leica Q. Love your work Justin thank you...

Hey Justin, that was really compelling. I was a 20+ year Canon guy, loved the 5D series and know some Explorers of Light. But the mirrorless R and the R62 just left me cold. So I sold it all off and started with a Q2. Everything you said seems true to me. Canon was easy to like, but didn’t inspire love. I think there is a correlation in 2023 between build quality, excellence and community. Leica inspires rabid loyalty by never compromising. I like what you are saying, doing and showing. Thank you!

One experience in a Leica store when I made it clear I was just window shopping with no intention to buy (I already owned a Leica Q, had no money to spend on anything else) when like this: Spent a lot of time with the sales assistant who was happy to let me check out anything in the store, shared our recent photography experiences and challenges. He wanted to see photos I had downloaded to my phone. Shared some photos he took on a recent vacation. Asked me questions about how I was using the Q, gave me some suggestions on how to get the most out of it. Contrast that with my conversations with Sony and Canon sales staff which were about the latest gear, more megapixels, more speed, hey you can buy this external which is on sale…. Just an anecdote. What you should also compare are the differences in newsletters you get from Canon, Nikon, Sony and Leica. Leica has always had a strong focus on the stories photographers create. The other major companies has always been about the images. My takeaways were ‘buy our gear to take these images’ vs ‘Let’s see the stories these photographers have to tell’.

Thanks so much for this video, Justin. I slowly gravitated to Leica over the years (having used many brands, both film and digital) for the reasons you state. It's more than the fine gear. It's the culture, the attitude, their commitments to photography. Today, I only shoot digital Leica (SL2, Q2M, and most recently, a Q3). I'm often asked why I shoot Leica and even criticized for it, and I respond my talking about who they are and what they stand for as well as the brilliance of their products. Again, thanks very much for this video and all of your others. Well done!

Hi Justin. Thank you for this video. I’m an amateur that simply loves photography. Over the years I’ve shot with Nikon, Fuji, and Lumix. Earlier this year I purchased my first Leica, a new Q2, and must say that it’s become a part of me. It’s with me wherever I go, and just feels right. I love your videos, and your images. Thank you again. Be well and stay safe. ✌️

As someone who travels 35 weeks a year and always with my camera, How you speak about Canon and Leica even hits home for someone who has no relationship with either Brand. I have had 3 1DX Mark camera's and they have all been a work horse. I recently switched to Leica (SL2) and have had such an amazing experience. I was in Sydney Australia just this past Friday (27th) and went into the Leica boutique and was greeted by an amazing team who were very excited to have me in their store. I had some questions about the camera and Luca spent a good hour with me just helping me try and understand this new eco-system. Something that i have never found with Canon. I left feeling like i was part of a community... and also left with a 24 - 90mm 🤪

Right on! When I decided to get my first serious camera a few years ago, I got a used SL 601 simply because it seemed the simplest to operate. I joke I didn't realize I was joining a cult. It is like Apple; you can complain about the price and the ecosystem, but it works better than anything else. Also, using Leica makes me feel connected to the history of great photography and photographers, inspiring me to reach that level.

I agree, Leica knows it's heritage, it's place in the history of photography(rather than video or electronics...), and that gives it's cameras and lenses 'soul'. Nikon had all that but forgot it with newer products. Sony is technologically amazing but totally soulless. Canon is just a huge corporation like the Toyota of photography. Fujifilm I think is the Japanese Leica, with heritage and 'soul' which comes through in their products. These things do make a difference if you're into photography...

I'm a Leica Lifer and you are spot on . Thanks Justin! I love your work

Great video. I have been into photography for nearly thirty years and got my first Leica two years ago… I think you nailed what makes Leica as a company very special. This culture comes through in their gear and in their leadership. By the way, I really like how this video is a lot more thoughtful than the typical gear review you see on RU-vid!

I agree with how great the community with Leica is. I enjoy the community of Photography and photographers in general too.

I appreciate your point of view, and I have felt since switching to Leica from Canon that Leica and Leica users have a great appreciation for photography. Shooting with Leica for me is a special feeling, something I never felt shooting with Canon, not that they are not great cameras, but there is something about Leica. Thanks for your videos and channel. I enjoy watching them.

Justin, you got me fired up! 🤙🏽

Thank you for sharing, Justin. I don't have a working relationship experience with any camera brand, but Leica is obviously invested in photographers and photography for its own sake. I use a popular brand for paid jobs, but the camera I want to pick up and look at the world through is my M. Period. It is so cliche, but that is just how it is for some of us. Expensive? Yes. I myself am not super wealthy, but by selling some gear I wasn't using, doing some jobs that may not have been first choice, and by buying used, I was able to get an M10 and M Monochrom typ 246 2 years later. Both of which I still use. I have absolutely no regrets on purchasing those beauties.

Justin, thanks for your succinct and thoughtful commentary…right on point. I used to work for Fuji film back in the eighties…I totally agree on your assessment of Canon culture. Even back then, it felt like it was the “fast fashion of photography”, more about the acquisition of this year’s latest model. Planned obsolescence instantly with no long view. Leica has always been much bigger than that with a passion and appreciation for photography past and present. I now own a Q3 after a long relationship with an M7. It always feels so massive to pick up any of their cameras…the possibilities feel endless but not intimidating. Thanks for sharing your experiences, images and projects and, of course, your passion for what has been and is still to come. Inspiring.

My first experience at a Leica store was the DC Leica and I was like "wow, these guys seem to be into art or something" and the staff were all easy going and trying to get me to come to events. EVENTS ABOUT PHOTOGRAPHY. My experience at the Fujifilm store NY was "do you like to take polaroids of your cats to stick on to your refrigerator?". And with few exceptions the remaining camera stores are all burnt out guys that have to deal with brand fanbois all day and knowing that retail can break at any moment. The most brand representation you get is in-dealer presence where some rep sets up a folding chair and ill clean your camera sensor while they talk about why 60 FPS might be important to your work.

❤ “I’m getting kinda’ fired up” ❤

You just had to wear the beanie, didn't you? 😉 Totally agree. With Leica there is heritage and mutual respect. You're not just data. You're not partitioned by a particular sector; gear throttled down or priced up according to which tidy slot you occupy. They bring Leica to the table and if you pull up a chair? That's that. You didn't arrive by accident. There's no fancy new feature to be obsoleted in 6 months. You get a remarkably similar experience to decades prior. I totally get why anyone needs what a particular brand offers. Fuji's feel, Sony's performance, whatever it is. I feel lucky to need what Leica offers because it simply isn't going anywhere or chasing trends.

After 45 years taking photographs, I bought my first Leica M, a Leica M (Typ 240). So far very happy with it...

You are so right about Leica vs Canon-Nikon-Sony-Fuji. Leica is about photography. My Leica-M3 is 57 years in pro service! Lenses are older .sigh! All the places to see images. Many years ago, in South Africa, Asahi Pentax had a permanent gallery in Johannesburg. Events, talks! I do post on Leica sites, not always made with Leica! Truth tell, it's not only Leica with faulty gear.. Read pro reports on Canon-Nikon etc. Their gear as expensive. I was shocked how plastic toy like a new camera body, from Japan.. Definitely Subscribed! BRAVO!

I agree with you about Leica and their very evident love of and support for photography. As far as I'm aware, no other camera company operates galleries dedicated to showcasing photography, not to mention the LOBA awards and all the rest. I shoot with Fuji cameras, both the X system and the GFX system. I would love to use Leica but frankly they don't make a camera for me. At my age, I want/need autofocus, so no M system. I want interchangeable lenses, so no Q system. And the SL? Not sure why I'd choose that over GFX, frankly.

Justin, great video - love these chats that you are doing. I agree - since buying / using a Leica - I have really enjoyed the community and commitment to all things photography. I feel that they have a great feeling for “the essentials” yet stay just on the cusp of latest tech. I shoot an M10-R and love the classic nature. Keep up the great work. I enjoy your perspective (and even your rants :-)

Very interesting, and well articulated thoughts! I began with Sony then switched to Leica after 3 years. I understand what you are talking about. Thanks for the video!

Share with me your thoughts and experience with Leica.

Since I chose Leica, it feels like I've come home. And I am now so incredibly loyal! Other brands no longer interest me at all. And I enjoy the concentration on the essentials. Last but not least, the limitations are fun and let my creativity sprout.

Bravo Justin! Articulated brilliantly. Leica celebrates photography and photographers. Their values, integrity and commitment to the art of creating photos transcends their amazing products. Thanks for your insights.

People who use other brands may be very happy with the relationship. I think you are very passionate about photography and you wanted more out of it than just gear. Thanks for this. I am not a professional, but have been using Nikon since 2005 when I first purchased D50. I used a Nikon L35AF2 as a point and shoot film camera when I was younger and really only cared about shooting a moment versus the understanding behind everything that makes a properly exposed photo.

had a few one night stands with Hasselblad , married Sony but cheated on her with Fuji and Olympus as for Panasonic I blame beer for what happened . I'm dating Leica at the moment but there's this Ricoh and I know it will end in tears

Really enjoyed this video. You have earned my sub good sir!

Thank You!

I have always been impressed with how Leica treats its people, and how that culture goes way back. Before WWII, after the Nazis had come to power and the threat to many of the Leitz employees became evident, Ernst Leitz set up an office in New York and offered transfers to those employees who wanted to leave the country. I don,t know how many took advantage of the offer, but it speaks well of the man at the top of the organization. As I understand it, Leitz resisted being forced to join the Nazi party until sometime in 1944 when he became a party member to avoid having the company nationalized and taken over. Would that more major corporations could exhibit the same level of humanity and compassion for their employees.

Leica makes a number of non-photography products. But by comparison, companies such as Canon, Sony, and Nikon are large corporate conglomerates with diverse products and business lines. Sony is an excellent example of this. So if a company has as its primary focus on photography, then it will likely have more of an interest in photographers as individuals. Seems to make sense.

Awesome video, Justin, and well said. I've shot Nikon for decades, film and digital, though their cameras currently I feel lack the enjoyment factor that I have each time I pick up my Leica's. A lot of their product is aimed at the mass market and it's difficult to see their long-term vision. What is the next gizmo? I started with a D-Lux 6 ten years ago, still have it and use it as a pocket camera. It's bullet proof, shoots silently and the image quality is great for street photography. Then a Q2 and an M10-P. Each has its own soul, and each has its own strengths. I don't despise Nikon, I just use them as a tool, they take great images - especially for wildlife - and they have great lenses, especially their S series. No doubt Canon and Sony are similar. However, I use my Leica's with a passion that I don't feel when pick up my Nikon's. Maybe it's the feel, the quality, the build, the sense of history, the belonging ... or maybe it's being more technically in total control on the image, the focus, and the image quality that I'm about to take. I need to take more time, I need to slow down, savour the moment, the scene, to make the shot happen - and I need to appreciate the moment more. So what if the image is slightly soft - the bokeh is likely great. It's like spending time with a loved one with whom I intend to have a long relationship. Keep up the good work, man.

Completely agree, great talk

As an avid Canon user, it feels like everything is made for two reasons: make money and make videos. They are constantly making upgrades so they can make videos better. I just make photos, I have a 35mm lens on my Canon RP and that’s what I use daily. Why cause Canon felt the best in my hands when I started. In my time of making photos, and posting to social media - the Canon brand has interacted with me once and even that felt like PR. I want to be able to talk photography, not just gear but everything and it seems like Leica as a brand wants to keep photography alive. Now will I switch, no cause I don’t have that type of money.

Great take and def worth showing. But I think that it’s worth also discussing that the difference between the companies strategy is tactical. It’s very much like Toyota and apple/Porsche. Canons business model is volume. Marketing focuses on the product which needs to continually be iterated and priced inline with competitors. However Leica’s business model is more like a luxury goods. Their product barely change so their marketing focus is not on the product but on the benefit, lifestyle, and class status. Marketing dollars go into promoting photographers that inspire. I want an m10 and although I know it doesn’t take as sharp pictures as a a7r5, but when I saw your work years ago, I said I need this camera. I saw myself taking pictures of a rhino-though in reality itll end up being pictures of my dog. Leica margins are huge too. In the last 12 months they’ve flown out all the biggest Leica RU-vidrs to Germany. Porsche spends millions on racing and premiere events for their clients. Either way you look at it, your point is an important one. Leica supports pure photography and photographers and the history of both. From that comes everything else.

@justin You are 100% right! I feel exactly the same. Leica is about the craft, the family, the art, story. I shot Nikon and Canon for more two decades … I always had an M6 for sideline work I had from film days… canons for newspapers… I’ve converted to 100% Leica last year I couldn’t be happier. Their philosophy and passion translates to the user experience for a photographic tool that they make well and not the chasing of specs as many of the others do for mass consumer sales. Also their LFI mag is excellent and inspiring.

Companies certainly have a culture, or a way of supporting their staff, their communities, and their customers. I’ve long admired the Leitz history, dating from the Nineteenth century. Like some other companies of the area and era, they valued and supported their workers. Of course, the company and the Leitz family helped many people in the ramp up to WWII, including placing themselves in danger. I think the current “soul” of the company is due both to the character of their long-time employees, the culture within their workshops and offices, and especially due to the character of the Kaufman family, who basically rescued the company as the digital age threatened to swallow it up. The company’s design and engineering are top notch, and the Leica build quality is, in my opinion, among the best of any manufacturer (not just of cameras). I cherish my Leica gear, and wish them continued great success going forward.

I completely agree with everything you said. I have a Leica kit and a small Fuji kit. I am not as emotionally bonded to the Fuji kit. There is something indescribable about my connection to Leica. It's been there since the first time I picked up the original Q (the gateway drug-haha). Have a good day.

I am a canon shooter and would love to try Leica . I want to buy a Q3 but cant get one in the USA. Very frustrating. Great Video.

Hey Justin, do you have any personal experience with Fujifilm? After switching from Sony to Fuji, I contacted Fuji with interest in being a Fujifilm ambassador. I never heard back. Maybe they are just not that into me😂

I am with you, but reluctantly. I find the Leica fan-boys oppressively boring. That said, the Leica is a good camera. I have three M bodies. I like that when I pick one up it will work, period. It wears a lot of lenses so I can pick and choose. And while I find the Leica lenses very good they are also very expensive and can be matched or very nearly matched for less money. As you know I like the Sonnar and Sonnar family for its color and image creation. For "got to get it done no matter what" I have a Sony A7M III with a 24 - 240 zoom. Hard to miss with that combo. But for the image that takes a little time the M9 kind of gets me. I like the color with a Sonnar. They just are more real and have a little pop to them that is not in other cameras except one. I have been seduced by the X2D with the XCD 55V. I want to test it alongside the M9 using the same M-mount lenses just for fun. Thanks for another great posting. And yes, I still covet your skills. ;o)

Let me say in start, that I have been a photographer for over 45 years. I have and still use film cameras in all formats including 5X7. I have film cameras from Nikon, Canon, Contax, Hasselblad, Pentax and yes Leica, M2, M3 and M6. I also have been using digital since 2002. I have Nikon, Canon, Olympus and yes Leica M digital. Leica Ms are a work of art, at a price, but they are actually quite limited in what a photographer can do with them. They are range finders, which makes them readily unsuitable for a lot of people. They are slow to operate. This is good and bad. Forget macro, sports, editorial/fashion, wildlife and specialised photography. Leica M can not do it. So what the fuss is all about? Romance of Leica M, that is about 90% of what is magical about them. If a person has deep pockets, can work a range finder, is happy to own a camera with just one lens perhaps two, and the Leica M suits their intended style of photography, then yes by all means go ahead and get a Leica M camera. Otherwise, think twice about it. Happy making photographs.

100% agree. I wish to switch from Canon to Leica asap

If my world view was materialistic then I would have to admit there is no such thing as a soul because a soul is immaterial. But given my world view is not materialistic then yes a place can have a good spirit brought into it by the people who work there

The cynic in me says they do this because this is their market. Without the call backs to history, to the artsy side, to the emotional, they have no customer base and no sales. Nothing wrong with that, as you say, all these companies exist to make money. Leica just understands where they make theirs and it resonates with and benefits you in the meantime which is great.

Yea they can have a soul…..and they can sell it and or lose it as well.

Pentax also has soul

I can agree with all that was said but I can not agree or find anything that justify the prices practiced by the brand. For having a soul or trying to appeal to what makes photography great Leica goes above and beyond to price out 90% of photographers out there.

If Corporations are people, why can't a camera company have soul

11:34 …Kill fuji? 😂 I ❤ fuji, btw…

Talk about high maintenance… 😂

The divorce is expensive. Dating is easier.