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Sony Tops US Market in Full-Frame Cameras, Launches ‘Be Alpha’ Campaign to Celebrate

By Jessica Stewart on August 17, 2018

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Sony has just announced that it's topped the U.S. market for full-frame mirrorless cameras, following a trend of professional photographers moving away from DSLRs. Four out of every 10 full-frame mirrorless cameras sold in the United States are by Sony, with the Japanese firm coming in number one both for units sold and dollars through the first half of 2018.

Within the overall mirrorless market Sony has held the number one position for over six years, and now its four full-frame models are coming into their own. Its Alpha Universe website and Sony Alpha Instagram account, which just hit 1 million followers, has helped create an active community of photographers who are spreading the word about the a7S II, a7 III , a7R III , and a9

The news couldn't come at a better time, with Sony launching its Be Alpha campaign. Be Alpha aims to connect creators, photographers, and videographers with a series of community events. As an off-shoot, Be Female will be focused on leveling the playing field for women in photography through grants, mentorships, events, and career advancement forums.

“We're extremely proud of achieving No. 1 overall share in Full-frame cameras in the US market, as well as holding a strong No. 1 share in the mirrorless market for six years running,” said Neal Manowitz, vice president of Digital Imaging at Sony Electronics. “More than anything, we owe this to our community. It is our pleasure to create for you, the true creators. You pushed us to innovate, to change, to continually adapt, and your voice remains core to everything we do.”

“To ‘Be Alpha' is to be a leader, to be an innovator, to stand out amongst the crowd. It represents everything we stand for as a brand. Our campaign will celebrate the extended Sony community while also shining a light on the topics that we are most passionate about – diversity, conservation, equality and much more.”

Be Alpha's official launch event will take place on August 19, 2018—World Photography Day—in New York City. Creators will be encouraged to tag their content with #BeAlpha and become part of the mirrorless community.