Fujifilm officially announces date and location for its next X Summit
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Fujifilm has officially confirmed the date and place for its next big announcement event. The next Fujifilm X Summit will be held in a fortnight's time in Shanghai China on June 12.
Only last week, Fujifilm launched its innovative X Half compact camera. But unusually didn't do this at one of its X-Summits - the regular product announcements it makes about its mirrorless cameras and lenses.
The Shanghai product launch, nonetheless, will be the second X-Summit of 2025. Back in March, Fujifilm brought us the news of its new GFX100RF medium-format compact camera from Prague,
Above: the official announcement of X-Summit Shanghai on Instagram
Fujifilm has not given any hints about what it might have lined up for its latest announcement, and often X Summits have a number of different products announced – including development announcements. However, we do expect Fujifilm to drop teasers in the run-up to the event.
The first-ever X-Summit was back in 2019, and the Shanghai event will the 16th in the series. History has taught us that we are almost certainly going to see a new camera announced... but we hope that the company will update us on other things too.
The Fujifilm Eterna cinema camera was first announced at the end of last year, and we got a chance to find out more details about this at NAB this year. With a promised 2025 launch, we could well hear news about this.
I am also hoping for an update on the Fujifilm X lens roadmap – we last got one of these in February 2024, and all of the promised lenses on that have now been launched. Fujifilm has admitted that some of its older lenses are not really suitable with its latest 40-megapixel sensor used on its latest mirrorless cameras - so it would be great to see what the plans were for updating more of its range.
Similarly, we have not had a GF lens roadmap since September 2023 - with the only lens on that still yet to be launched being the 32-90mm power zoom that will be the kit lens for the Eterna cine camera.
The X-Summit will be transmitted live on YouTube - and we will be covering the event live to bring you all the news as it is is announced. X-Summit Shanghai takes place on June 12 at 5am EDT / 10am BST.
Check out the current best Fujifilm cameras, and the best Fujifilm X lenses
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She told The New York Times that, after her TikToker days of hustling for mass appeal and millions of followers, she can finally afford to take risks. "I have this luxury now to be able to play and explore," she said. The fact that it's taken four years for Rae to re-emerge with a different, more adventurous musical persona only makes this arc more convincing. Her evolution didn't happen overnight; instead, Rae's dogged commitment to her new vision is a selling point. "She's no longer just an influencer making music — she's a pop artist who happens to come from an influencer background." Sara Andréasson, PR expert Rae has proudly told news outlets about how she convinced Columbia Records to give her another chance after the failure of "Obsessed" by presenting an elaborate mood board that laid out her new sound and aesthetic in buzzwords ("intense," "glitter"), colors (aquamarine, hot pink), and iconic pop performances. She has been working to personify that character ever since, with every carefully selected public appearance, red carpet look, and new song revealing another layer of her new self-mythology. Sara Andréasson, cofounder of Michele Marie PR, told Business Insider that this strategy has created demand and curiosity. "She's no longer just an influencer making music — she's a pop artist who happens to come from an influencer background." Act II: Finding a backer During her TikTok reign, Rae told BI, "You are who you hang out with." Though she was speaking at the time about how close she was with her family, the statement has become a key tenet of the Rae Rebrand. Rae's music earned its first major stamp of approval from the alt-pop star Charli XCX, who, after hitting it off with Rae in a studio session, asked to contribute a verse to "2 Die 4," a ringtone-era throwback track that was included on Rae's 2023 EP "AR." Before Charli XCX had her major crossover moment in the summer of last year with the ubiquitous acid-green rollout of her album "Brat," the British singer was known as a platinum-selling songwriter for other artists and an ahead-of-the-curve pop prophet in her own right. Her interest in supporting and collaborating with Rae, whom she'd also recruit for the remix of her "Brat" single, "Von Dutch," around the same time, legitimized Rae's artistic pursuits. DJ Louie XIV, a music critic and host of the Pop Pantheon podcast, said he's "keen to ascribe agency" to Rae, even if it could seem like her fame has been propelled by her shrewd choice of collaborators. It's not that he believes Charli is pulling the strings — it's that he trusts her eye for talent. "Maybe I'm buying the hype," he told BI, "but I think if Charli sees something in her, that means something to me." Rae's connection to Charli introduced her to a wider audience, made her more chic by association, and staved off doubts about her staying power. As Brat Summer raged on, Rae took a page out of Charli's cool-girl playbook, crashing parties and smoking cigarettes with club kids, and winning respect from celebrated songwriters like Lorde and Lana Del Rey. To top it off, she generated buzz when she joined Charli onstage for surprise performances during the singer's tour stops at Madison Square Garden and Coachella, and cheekily announced her album release date via a pair of pink underwear while performing the "Aquamarine" remix with Arca at the festival. Act III: Dressing the part Having good style is relatively easy; making your fashion serve a narrative purpose is harder. Rae is largely focused on the latter, using her outfits to signal her new priorities. Gone are the Brandy Melville sweatpants and backward baseball caps that made her look laid-back and accessible, like the average girl at Erewhon. Instead, she's worked closely with Interview magazine fashion director Dara Allen to execute a series of looks that aren't simply pretty or well-fitted, but edgy, flamboyant, and evocative. Rae savvily uses her clothing to evoke movie stars and pop icons and project herself into that lineage, landing a series of indelible fashion moments, from her pap walk in a baby tee accessorized with Britney Spears' memoir to the white satin lingerie set she wore for her VMAs red carpet debut, which Vogue described as "'Swan Lake' meets Las Vegas showgirl." Andréasson, who has experience dressing A-list celebrities for events, said Rae's style evolution stands out for its use of surrealism and storytelling. Rae in 2021. Gotham/GC Images Rae in 2024. XNY/Star Max/GC Images "She does a great job avoiding the costumey elements of nostalgia and instead reinterprets it with modern tailoring and fresh beauty choices," Andréasson said. "Nostalgia only works when it's recontextualized, and Addison seems to understand that." In a media landscape where rewearing a historic Marilyn Monroe gown or recreating a memorable look from a '90s sitcom are easy ways to score headlines, Rae has avoided the plug-and-play approach. Her style may be full of references, but crucially, she doesn't mimic other celebrities or copy exact outfits. Instead, she prefers to arouse a broader feeling of familiarity. For example, Rae cited the 2006 friendship comedy "Aquamarine" as an inspiration for her song of the same name and her mermaid-inspired look for the 2024 CFDA Awards — not in terms of the movie's content or plot, but in how watching it made her feel. "I wanted to find what aquamarine meant to me," she said. Act IV: Living up to the hype Rae's flair for refracting nostalgia through her own original lens is evident in her new music as much as in her aesthetic. Her debut album "Addison" is full of dreamy, mid-tempo pop that flirts with its influences, from Madonna's "Ray of Light" and Björk's "Post" to Spears' "Blackout" and Del Rey's "Born to Die." As the tracklist dances between decades, genres, and moods, Rae's personal touch fills the gaps. This kaleidescopic technique isn't always radio-friendly, but Rae no longer seems to be aiming for immediate chart success (none of the album's five singles have yet cracked the Billboard Hot 100's top 40, with "Diet Pepsi" peaking the highest at No. 54). And why should she? If there's anyone who knows the drawbacks of an abrupt rise to fame without a sensible plan to sustain it, it's Rae. Instead, she and her team are executing a strategy that prioritizes artistic legitimacy and real staying power, something Rae hinted at in a recent interview with Elle. "I feel like I've surpassed Addison Rae," she said. "It's just Addison now." Going mononymous is a shorthand for prestige: think Madonna, Cher, Beyoncé. Rae hasn't earned that level of name recognition yet, but if her journey thus far is any indication, her ambition, marketing savvy, and willingness to play the long game are not to be underestimated — at least, not anymore. "Back in the '50s, people were discovered in Hollywood by sitting at a lunch counter on a stool. TikTok was her stool," Andréasson said. "It's going to fade away, and all of the new things that she's doing are what she's going to be known for. That's just going to be a postscript in the Addison story."
