Sony USA: Sony Celebrates No. 1 Overall Position in U.S. Full-frame Cameras with Launch of Historic ‘Be Alpha’ Campaign

https://alphauniverse.com/stories/sony-takes-over-as-no-1-in-u-s–full-frame-cameras–launches-historic–be-alpha–campaign/

“… The ‘Be Alpha’ campaign will also feature programs that are designed to foster growth in both the current and next generations of imaging professionals, the most notable of which being the flagship ‘Alpha Female’ program. This multi-tiered, female exclusive program is Sony’s thoughtful response to the imaging industry’s well-documented diversity challenges. It will include a variety of grants and mentorship opportunities for female photographers and videographers, as well as the production of several large-scale industry events. Additional details to be released soon….”

sony_alpha_a9_01_1024px_80pc
Sony Alpha a9 mirrorless digital camera with Sony VG-C3EM vertical grip and Sony Vario-Tessar T* FE 24-70mm f/4 ZA OSS zoom lens.

Commentary

Details about Sony’s coming ‘Alpha Female’ program thread of the ‘Be Alpha’ campaign have yet to appear online but this is the very first time to my knowledge that any camera maker has done anything to address the huge imbalance in opportunities for and representation of female photographers and moviemakers.

It is likely that concrete information about the ‘Alpha Female’ program and the ‘Alpha Female’ photographers and moviemakers involved in it will begin appearing during the ‘Be Alpha’ campaign launch event on August 19th, World Photography Day, in New York City. 

I hope that the ‘Alpha Female’ program will be a beacon to all aspiring and established female photographers and moviemakers everywhere, not just limited to the USA, and inspire all camera and other hardware manufacturing companies to make a real change for the better.

sony_lens_collection_2017_01_16x9_1920px_80pc
“Not enough lenses”? Sony A-Mount and E-Mount lenses in 35mm and APS-C sensor formats as of 2017.

Coverage of Sony products, as well as those by Canon and Nikon, has been sporadic here at ‘Untitled’ but Sony’s ‘Alpha Female’ program as well as the other two camera makers’ coming high-end mirrorless cameras are incentive to try to persuade all three brands to assist us in writing about their products with firsthand experience.

Another such incentive is Australian cinematographer/director Paul Leeming’s creation of Sony and Canon inclusive Leeming LUT Pro, “the world’s first unified, corrective Look Up Table (LUT) system for supported cameras, designed to maximise dynamic range, fix skin tones, remove unwanted colour casts and provide an accurate Rec709 starting point for further creative colour grading”.

“Multi-camera shoots are now much easier, because you are starting with a common, colour-matched baseline, meaning much less time trying to match cameras in post before starting your creative grading. Once all your cameras have been corrected, you can optionally use the specially matched Leeming LUT Quickies™ for a one-touch creative grade designed to work seamlessly with the common baseline of Leeming LUT Pro™ corrected footage.”

Links

Help support ‘Untitled’

sony_fe_55mm_f1.8_za_sonnar_t-_01_1024px_80pc
Sony FE 55mm f/1.8 ZA Sonnar prime lens for Sony E-Mount cameras with 35mm sensors. Photojournalist David Burnett describes it as “the sharpest, crispest 50mm lens I have ever used”.

Clicking on these affiliate links and purchasing through them helps us continue our work for ‘Untitled: Stories of Creativity, Innovation, Success’.

  • Sigma Art Lenses for Sony E-Mount camerasB&H
  • Sony 128GB M Series UHS-II SDXC Memory Card Kit (2-Pack)B&H
  • Sony Alpha a7 III Mirrorless Digital CameraB&H
  • Sony Alpha a7R III Mirrorless Digital CameraB&H
  • Sony Alpha a7S II Mirrorless Digital CameraB&H
  • Sony Alpha a99 II DSLR Camera (Body Only)B&H
  • Sony Cyber-shot DSC-RX1R II Digital CameraB&H
  • Sony Cyber-shot DSC-RX10 IV Digital CameraB&H
  • Sony Cyber-shot DSC-RX100 VI Digital CameraB&H
  • Sony E-Mount mirrorless lensesB&H
  • Sony SLR lensesB&H
  • Sony Sonnar T* FE 55mm f/1.8 ZA LensB&H
Advertisements