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Introducing the NEW 100-400mm F4.5 G Master OSS lens. Made for photographers that want super-telephoto reach with G Master optical quality, in a body light enough to shoot handheld all day.

The FE 100-400mm F4.5 GM OSS delivers constant F4.5 aperture, dramatically faster autofocus, and a build that keeps up with the user’s instincts, whether tracking a bird in flight or working the sideline at a championship match.

Tap the link in our stories + bio to learn more about the new 100-400mm F4.5 G Master OSS, and place your preorder now.
Want to get your hands on it first? Come to Alpha in Residence this week in NYC. 🔭
#sonyalpha

Introducing the NEW Sony Alpha 7R VI — the sixth generation of our celebrated Alpha 7R series. Now pairing its legacy of leading resolution (66.8 MP back-illuminated fully-stacked Exmor RS™ CMOS sensor) with blazing-fast speed. The new, BIONZ XR2™ engine means high resolution no longer has to slow you down.

The result: exceptional resolution, accurate color, and reliable performance across subjects ranging from people in motion, to wildlife, to expansive landscapes. Not just an upgrade, but a new foundation for the R series.

Tap the link in our stories + bio to learn more about the new, revolutionary Alpha 7R VI.
Want to get your hands on it first? Come to Alpha in Residence this week in NYC. #sonyalpha

🗽📸 NYC, you’re up next: Alpha in Residence — a special 2-day, free Sony Alpha community event on the Upper East Side with styled shooting sets, gear rentals, photowalks, and inspiring talks—plus more in store. You won’t want to miss it.

Register now via the link in our stories and bio. See you there! #SonyAlpha #AlphaInResidence

Sony Artisan of Imagery @colbybrownphotography got to test out the NEW Sony Alpha 7R VI camera before its launch on the perfect application for it: birding.
He shared his thoughts + his first shots with us here. 🦅🦜👀

If you love birding photography too, you should enter our May Birding Photo Sweepstakes between now and 6/1 to win a new Sony lens! 🎉
You can win your choice of a Sony 200–600 mm F5.6–6.3 G OSS, 100-400mm F4.5-5.6 GM OSS, or 400-800mm f/6.3-8 G OSS lens (to go perfectly with your new Alpha 7R VI 😉)

To enter, post:
1. A single image, image carousel, or video to your Instagram feed either captured using a Sony camera or showcasing your dream Sony camera, and correlating with the associated Bird theme.
2. In the post description, share details of what your favorite Sony camera or lens is and why
3. tag or mention @sonyalpha in the Instagram post
4. include the hashtags #SonyAlphaBirdContest2026 and #SweepstakesEntry

bonus entry: tag your favorite retailer or the place you bought your last Sony camera or lens in your entry post.

Must be located in the United States, 18+ to enter. Contest closes 6/1 11:59 PM PT. Good luck ✨

#sonyalpha

“It allows me to connect with my subject even better. I love it!” ❤️

The amazingly talented @nmastoras on trying out the brand new Sony Alpha 7R VI to capture his iconic portraits… 📸

#SonyAlpha7RVI

Shot on the new @sonyalpha A7RVI 🙌
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#streetphotography #portraits #sonyalpha

The set up (the NEW Sony Alpha 7R VI + 24-70 F2.8 GM II + 50-150 F2 GM) vs. the shots 📸😮‍💨🥊
By @alvarovaliente at #AlphainResidence in NYC.
“The resolution (66.8MP!) and faster autofocus totally blew me away, and the performance in low light really stands out.

Definitely a powerhouse camera that will step up your work.” - Alvaro.

Tap the link in our bio to preorder your Sony Alpha 7R VI now, to upgrade your kit + your results SOOC.
Want to try it first? Come see us at Alpha in Residence today before 5 PM 📸🗽
#SonyAlpha

Six photographers. One camera. A film about why we make art in the first place.

A look behind “The Art of Being,” our launch film for the Sony Alpha 7R VI, shot on location with Colby, Hannah, Chris, Jake, Dana, and Sue.

“With the A7R VI, you’re shooting 66.8MP at 30fps with pre-capture and a brand new sensor, all at once. It’s the golden age to be a photographer.” — Sony Artisan @colbybrownphotography

Thank you to the artists who brought this story to life: @colbybrownphotography @hannahrheaume @suebrycephotographer @danascruggs @jakeguzman @chrisburkard

Come meet them and shoot with the Alpha 7R VI tomorrow at #AlphaInResidence , NYC.
#sonyalpha #ShotOnSony

ICYMI: We launched 2 revolutionary products yesterday. The NEW Sony Alpha 7R VI and the new 100-400mm F4.5 G Master OSS lens. These photos were taken by our amazing photographer team from our launch video, with these new products.

To bring you up to (their lightning-fast) speed:

The NEW Alpha 7R VI:
✅ 66.8 FULLY stacked sensor!
✅ 30fps blackout-free burst shooting
✅ Pre-capture up to 1 second!
✅ 8K30 (1.2x crop) and 4K120 (no crop)
✅ Illuminated camera buttons
✅ New battery that will give 17% more run time (and I hear it’s an important factor in the tech pipeline for future upgrades)

The NEW 100-400mm F4.5 GM OSS:
✅ Constant aperture of F4.5 throughout zoom range
✅ Internal zoom
✅ The autofocus is 3x faster
✅ Exceptionally sharp with beautiful bokeh
✅ Compatible with 1.4x + 2.0x TCs

Who’s coming to Alpha in Residence in NYC today or tomorrow to try these out? #sonyalpha

ICYMI: We launched 2 revolutionary products yesterday. The NEW Sony Alpha 7R VI and the new 100-400mm F4.5 G Master OSS lens. These photos were taken by our amazing photographer team from our launch video, with these new products.

To bring you up to (their lightning-fast) speed:

The NEW Alpha 7R VI:
✅ 66.8 FULLY stacked sensor!
✅ 30fps blackout-free burst shooting
✅ Pre-capture up to 1 second!
✅ 8K30 (1.2x crop) and 4K120 (no crop)
✅ Illuminated camera buttons
✅ New battery that will give 17% more run time (and I hear it’s an important factor in the tech pipeline for future upgrades)

The NEW 100-400mm F4.5 GM OSS:
✅ Constant aperture of F4.5 throughout zoom range
✅ Internal zoom
✅ The autofocus is 3x faster
✅ Exceptionally sharp with beautiful bokeh
✅ Compatible with 1.4x + 2.0x TCs

Who’s coming to Alpha in Residence in NYC today or tomorrow to try these out? #sonyalpha

ICYMI: We launched 2 revolutionary products yesterday. The NEW Sony Alpha 7R VI and the new 100-400mm F4.5 G Master OSS lens. These photos were taken by our amazing photographer team from our launch video, with these new products.

To bring you up to (their lightning-fast) speed:

The NEW Alpha 7R VI:
✅ 66.8 FULLY stacked sensor!
✅ 30fps blackout-free burst shooting
✅ Pre-capture up to 1 second!
✅ 8K30 (1.2x crop) and 4K120 (no crop)
✅ Illuminated camera buttons
✅ New battery that will give 17% more run time (and I hear it’s an important factor in the tech pipeline for future upgrades)

The NEW 100-400mm F4.5 GM OSS:
✅ Constant aperture of F4.5 throughout zoom range
✅ Internal zoom
✅ The autofocus is 3x faster
✅ Exceptionally sharp with beautiful bokeh
✅ Compatible with 1.4x + 2.0x TCs

Who’s coming to Alpha in Residence in NYC today or tomorrow to try these out? #sonyalpha

ICYMI: We launched 2 revolutionary products yesterday. The NEW Sony Alpha 7R VI and the new 100-400mm F4.5 G Master OSS lens. These photos were taken by our amazing photographer team from our launch video, with these new products.

To bring you up to (their lightning-fast) speed:

The NEW Alpha 7R VI:
✅ 66.8 FULLY stacked sensor!
✅ 30fps blackout-free burst shooting
✅ Pre-capture up to 1 second!
✅ 8K30 (1.2x crop) and 4K120 (no crop)
✅ Illuminated camera buttons
✅ New battery that will give 17% more run time (and I hear it’s an important factor in the tech pipeline for future upgrades)

The NEW 100-400mm F4.5 GM OSS:
✅ Constant aperture of F4.5 throughout zoom range
✅ Internal zoom
✅ The autofocus is 3x faster
✅ Exceptionally sharp with beautiful bokeh
✅ Compatible with 1.4x + 2.0x TCs

Who’s coming to Alpha in Residence in NYC today or tomorrow to try these out? #sonyalpha

ICYMI: We launched 2 revolutionary products yesterday. The NEW Sony Alpha 7R VI and the new 100-400mm F4.5 G Master OSS lens. These photos were taken by our amazing photographer team from our launch video, with these new products.

To bring you up to (their lightning-fast) speed:

The NEW Alpha 7R VI:
✅ 66.8 FULLY stacked sensor!
✅ 30fps blackout-free burst shooting
✅ Pre-capture up to 1 second!
✅ 8K30 (1.2x crop) and 4K120 (no crop)
✅ Illuminated camera buttons
✅ New battery that will give 17% more run time (and I hear it’s an important factor in the tech pipeline for future upgrades)

The NEW 100-400mm F4.5 GM OSS:
✅ Constant aperture of F4.5 throughout zoom range
✅ Internal zoom
✅ The autofocus is 3x faster
✅ Exceptionally sharp with beautiful bokeh
✅ Compatible with 1.4x + 2.0x TCs

Who’s coming to Alpha in Residence in NYC today or tomorrow to try these out? #sonyalpha

ICYMI: We launched 2 revolutionary products yesterday. The NEW Sony Alpha 7R VI and the new 100-400mm F4.5 G Master OSS lens. These photos were taken by our amazing photographer team from our launch video, with these new products.

To bring you up to (their lightning-fast) speed:

The NEW Alpha 7R VI:
✅ 66.8 FULLY stacked sensor!
✅ 30fps blackout-free burst shooting
✅ Pre-capture up to 1 second!
✅ 8K30 (1.2x crop) and 4K120 (no crop)
✅ Illuminated camera buttons
✅ New battery that will give 17% more run time (and I hear it’s an important factor in the tech pipeline for future upgrades)

The NEW 100-400mm F4.5 GM OSS:
✅ Constant aperture of F4.5 throughout zoom range
✅ Internal zoom
✅ The autofocus is 3x faster
✅ Exceptionally sharp with beautiful bokeh
✅ Compatible with 1.4x + 2.0x TCs

Who’s coming to Alpha in Residence in NYC today or tomorrow to try these out? #sonyalpha

ICYMI: We launched 2 revolutionary products yesterday. The NEW Sony Alpha 7R VI and the new 100-400mm F4.5 G Master OSS lens. These photos were taken by our amazing photographer team from our launch video, with these new products.

To bring you up to (their lightning-fast) speed:

The NEW Alpha 7R VI:
✅ 66.8 FULLY stacked sensor!
✅ 30fps blackout-free burst shooting
✅ Pre-capture up to 1 second!
✅ 8K30 (1.2x crop) and 4K120 (no crop)
✅ Illuminated camera buttons
✅ New battery that will give 17% more run time (and I hear it’s an important factor in the tech pipeline for future upgrades)

The NEW 100-400mm F4.5 GM OSS:
✅ Constant aperture of F4.5 throughout zoom range
✅ Internal zoom
✅ The autofocus is 3x faster
✅ Exceptionally sharp with beautiful bokeh
✅ Compatible with 1.4x + 2.0x TCs

Who’s coming to Alpha in Residence in NYC today or tomorrow to try these out? #sonyalpha

ICYMI: We launched 2 revolutionary products yesterday. The NEW Sony Alpha 7R VI and the new 100-400mm F4.5 G Master OSS lens. These photos were taken by our amazing photographer team from our launch video, with these new products.

To bring you up to (their lightning-fast) speed:

The NEW Alpha 7R VI:
✅ 66.8 FULLY stacked sensor!
✅ 30fps blackout-free burst shooting
✅ Pre-capture up to 1 second!
✅ 8K30 (1.2x crop) and 4K120 (no crop)
✅ Illuminated camera buttons
✅ New battery that will give 17% more run time (and I hear it’s an important factor in the tech pipeline for future upgrades)

The NEW 100-400mm F4.5 GM OSS:
✅ Constant aperture of F4.5 throughout zoom range
✅ Internal zoom
✅ The autofocus is 3x faster
✅ Exceptionally sharp with beautiful bokeh
✅ Compatible with 1.4x + 2.0x TCs

Who’s coming to Alpha in Residence in NYC today or tomorrow to try these out? #sonyalpha

ICYMI: We launched 2 revolutionary products yesterday. The NEW Sony Alpha 7R VI and the new 100-400mm F4.5 G Master OSS lens. These photos were taken by our amazing photographer team from our launch video, with these new products.

To bring you up to (their lightning-fast) speed:

The NEW Alpha 7R VI:
✅ 66.8 FULLY stacked sensor!
✅ 30fps blackout-free burst shooting
✅ Pre-capture up to 1 second!
✅ 8K30 (1.2x crop) and 4K120 (no crop)
✅ Illuminated camera buttons
✅ New battery that will give 17% more run time (and I hear it’s an important factor in the tech pipeline for future upgrades)

The NEW 100-400mm F4.5 GM OSS:
✅ Constant aperture of F4.5 throughout zoom range
✅ Internal zoom
✅ The autofocus is 3x faster
✅ Exceptionally sharp with beautiful bokeh
✅ Compatible with 1.4x + 2.0x TCs

Who’s coming to Alpha in Residence in NYC today or tomorrow to try these out? #sonyalpha

If you’re a photographer, you’re an artist. The camera is your instrument. A great camera, in the hands of an artist, can change the world.

“The Art of Being” is a film about giving it all to your craft, starring Colby Brown, Sue Bryce, Chris Burkard, Jake Guzman, Hannah Rheaume, and Dana Scruggs. Six extraordinary photographers, one conversation about what it means to make art with a camera. The new Sony Alpha 7R VI is the instrument they took on this journey, that helped them see their world in exciting new ways.

Learn more about the new Sony Alpha 7R VI + 100-400mm F4.5 G Master OSS through the link in our stories + bio.

Come be the first to experience them at our Alpha in Residence event in NY, tomorrow and Friday.

@colbybrownphotography @suebrycephotographer @chrisburkard @jakeguzman @hannahrheaume @danascruggs

#sonyalpha #ShotOnSony

See you Thursday + Friday, NYC.
Tap the link in our stories + bio to register, and be the first to hold what’s next. 👀⏳
#AlphainResidence #SonyAlpha

Welcome to the Sony Artisans of Imagery, @suebrycephotographer !

Sue Bryce is one of the most recognized portrait photographers in the world, and one of the most generous teachers in the industry. Her work has shown photographers what modern portraiture can be, and her courses have shown them how to build a life around it.
She continues to inspire every day with how she challenges herself to reach new heights.

Sue is the kind of photographer the Sony Artisans of Imagery group is made for: true artists who have changed the game. We’re thrilled she’s now creating with us.

Come say hello to Sue in NYC this week at #AlphaInResidence and celebrate the joy of photography with us! 📸🎉
#SonyAlpha #SonyArtisan