Sony Middle East and Africa hosted the 2nd edition of Sony Alpha Festival, a transformative event celebrating photography and creativity designed to empower Saudi Arabia’s content creators at Sidra Arts, Jax District, Riyadh, providing a unique opportunity for the local creative community to experience, learn, and share Sony’s advanced digital imaging products in an environment where art meets technology.
The festival offered live experience zones, enabling creators to explore Sony’s Alpha cameras, and lenses in settings inspired by factual life scenarios, pushing the boundaries of artistic expression. Participants captured striking visuals in areas designed for fashion catwalks, sports action, and dynamic fire and water simulations. Workshops and masterclasses led by experts enhanced learning, covering advanced techniques in lighting, food composition, and cinematic storytelling.
In light of Sony’s efforts to groom local talent and contribute to the creative economy, the festival had Sony Ambassadors, including food videography and photography expert Raneen Joudah, Saudi landscape photographer Abdulaziz Albalawi, and portrait photographer and art director Hossam Antikka.
Attendees also experienced some of Sony’s newest Alpha series cameras, such as the groundbreaking Alpha 1 II and Alpha 9III, designed to set new benchmarks in professional photography and videography as well as the versatile and highly capable Alpha 7R V with AI-based autofocus capabilities for unparalleled precision and the Alpha 7 IV with S-Cinetone. Innovation is at the heart of Sony’s vision of making digital imaging tools that inspire creators and help them realise their dreams.
With Saudi Arabia’s digital content market projected to reach SAR 16–20 billion ($4.3–5.3 billion) by 2030, according to a report by the Trend Corporation in collaboration with the Riyadh Chamber of Commerce and Industry, the second edition of Sony Alpha Festival was perfectly positioned to support this growth. By providing creators with the skills and technologies they need, the festival played a key role in empowering the local creative community to thrive in this rapidly expanding field.
Jobin Joejoe, Managing Director, Sony Middle East and Africa, said, “Saudi Arabia’s digital content market is thriving, owning to this photographers, videographers, and content creators need to continuously upgrade with the right skills and products to meet industry demands. Our annual Alpha Festival is a platform for these creators to learn, connect, and innovate.”
He added, “We are grateful for the success of the second edition for this event, here in Riyadh. Content creators of today are empowered, and we want to aid them in achieving their best potential through our offerings and this festival. Through workshops, hands-on experiences, and insights from Sony Ambassadors, the event reinforced Sony’s purpose of ‘filling the world with emotion through the power of creativity and technology.’”
The Sony Alpha Festival attracted the Kingdom’s leading photographers, videographers, vloggers, and aspiring creators, fostering connections and showcasing a seamless integration of artistry and technology.
For more information, please visit AlphaUniverse-MEA.com
