The Elinchrom Octa Bank is one of the best light sources for a studio. But for many photographers, the Westcott 7' Parabolic Umbrella is a great alternative especially at $49! Now I'm not saying the Westcott solution is a substitute for the Octa Bank so the big difference in price does speak to utility but depending on your needs, a Westcott may be just the thing for you. Brian Tramontana and I explore this in our latest podcast.
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