A Wild Ride to the Sony Event: Behind the Scenes of the A7 III Announcement

As I sit here in my "wild hotel room" courtesy of Sony, I can barely contain my excitement. The anticipation is palpable as I wait for the big reveal – what's been keeping everyone on the edge of their seats for weeks? Will it be a new camera, perhaps the long-rumored A7 III? My curiosity is piqued, and I'm eager to find out.

The secrecy surrounding this event has only added to my intrigue. Sony wanted to keep everything under wraps until now, so we're essentially showing up blind – no hints, no leaks, just pure speculation. And yet, as I look around at the sea of faces, all smiling and chatty, it's clear that everyone is on the same page: this is going to be a special moment.

As I glance over at my friend Steven Eckhart, who appears to be the star of this event – his hair looks like it's been styled by a professional, and he's got a spring in his step that suggests he knows something we don't. "Hey there, Gordon!" he calls out, flashing a charming smile. We're all hanging out, waiting for the music to start – it's almost like we're at some sort of exclusive party.

The anticipation is building, and I can feel my heart racing with excitement. What could possibly top this? Rumors have been circulating about a new camera, but no one knew what to expect – or how it would stack up against the competition. Now, as we wait for the big reveal, all eyes are on us.

The lights dim slightly, and a hush falls over the room. This is it – the moment we've all been waiting for. The music starts, but it's not like any other song I've heard before. It's different, somehow... almost as if it was written specifically for this occasion. Suddenly, the lights come back up, and I see what everyone else has been talking about.

The camera is stunning – sleek, sexy, and powerful-looking. The A7 III. My mind reels as I take in every detail: the 24 megapixel sensor, the fast autofocus system straight from the A9, the ability to shoot 4K video at 24fps... this thing looks like it's going to change the game.

But it's not just about what's inside – it's also about how it feels. The camera is comfortable in my hands, the ergonomics perfect for long shoots or everyday use. I can already imagine myself using this thing on location, capturing stunning images that will leave everyone green with envy.

The excitement is palpable as we all start to take photos and videos of the camera – it's like a rave has erupted in here! Everyone's talking at once, all excitedly sharing their first impressions. The room is electric, and I'm right in the middle of it all, soaking up every moment.

As I continue to shoot video with my new A7 III, I'm struck by just how much of an improvement over my old camera it is. The autofocus is lightning-fast, the image quality superb... this thing is a beast! And yet, despite its powerful specs, it feels surprisingly intuitive in my hands – almost as if I've been using it for years.

After spending some time shooting with the A7 III, I'm now on to the photo shoots scheduled later today. First up: Marilyn Monroe. Yes, you read that right – Marilyn Monroe is going to be strutting her stuff on the catwalk in front of us all. It's surreal, but also kind of amazing.

The setup is incredible – multiple sets, models, and lighting rigs all at our disposal. The goal is to capture a stunning series of images showcasing the camera's capabilities in studio and natural light. We've got dancers performing acrobatic routines on set, water cascading down walls, and even a cocktail demonstration by chef Brian Howard from Sparrow & Wolf restaurant.

It's been an incredible day so far – we're all having a blast experimenting with different techniques and seeing what the A7 III can do. The real test of the camera comes later, when we take it out for a spin in the field and see how it performs in real-world conditions.

But for now, I'm just going to bask in the excitement of being here – part of this special group of people who get to experience something new and groundbreaking up close. It's moments like these that remind me why I love what I do: the thrill of discovery, the rush of adrenaline when we push the boundaries of technology.

As the day winds down and we all start to pack up our gear, I can feel a sense of satisfaction wash over me. We've seen some incredible things today, and I have no doubt that this camera is going to change the game for photographers everywhere. Until next time, folks – stay tuned!

"WEBVTTKind: captionsLanguage: endrink and watch YouTube I've seen YouTube missing the antenna where of it you ever watch YouTube Gordon obviously yeah that's the point of the joke okay so you know you use this thing where you like go around the room here and run into things and it's all set to music it's oh it's stable bro I got waiting here to track down for you there we go again check it out so right now you figured out that I am in Las Vegas I won't talk about why so in the past I will admit that I have been a little bit critical towards Sony as much as I love their stuff they never invite me to anything I'm like the only YouTube channel it's not included well check this out it's official Sony has been very secretive as to actually what they are going to announce in a few hours where I'm getting ready to go by the time you're watching this you already know what it is but it's kind of cool because they said well we don't want it to leak we want it to be a total surprise so just show up and we'll tell you what it is wouldn't we make the announcement so I've got this really wild hotel room Sony thank you this is amazing so in a few hours we get to go to the undisclosed location and we're gonna find out what the camera is that they're going to announce or the technology is what they told me so I don't even know if it's camera it probably will be that's why we're all here but in the meantime we've got something else we're going to do dressing up for this thing major announcement from these guys ladies and gentlemen Steven Eckhart you know him from this guy's videos you're backlit man but it's cool because your hair's like super awesome there's some dancin going on so yeah we're hanging at the Sony event waiting for something to start they say that it's better than what the rumors sites are saying since this was recorded a few days ago you already know that the a 73 was indeed the big announcement the biggest surprise for me was how much they actually put into this camera you get the same autofocus system that's in the a9 but put into a 24 megapixel body it shoots 4k video at 24 PE and 30p and with the new backside illuminated sensor low-light performance has increased dramatically after the announcement Sony loaned me some equipment that I would be using to test the a 73 over the next few days I've got the a 73 as well as the 24 to 105 millimeter G lens and the 85 millimeter F 1 point for G master sony has also scheduled for photo shoots where we will be able to test the limits of the a 73 that this I am excited about Marilyn Monroe before tonight for a fashion shoot sony has set up multiple sets and hired models and this gives us the feel for the a 73 in controlled studio type lighting conditions also to work with motion they have brought in a group of dancers and built a set with falling water there are probably 40 influencers here ranging from youtubers to website magazine editors and being able to meet my colleagues in person has been incredible but one of the challenges is that we're all shooting the same thing for the dancers you hear constant shutters going off so I decided to go the opposite route and I brought the ISO down to 50 stop down the lens and started doing like half second or so exposures to capture motion over time the colour rendition and image quality on the a7 3 are particularly impressive for our next photo shoot Sony brings us to Sparrow in wolf which is a newer restaurant in Las Vegas which features a modern menu designed by chef Brian Howard we had prepared dishes to shoot and we also got a cocktail demonstration and even a tour of the kitchen but at this point I started to work with the video capabilities on the a 73 and I was completely impressed the clips that you're watching here we're all doing 4k and they were shot handheld using higher ISO settings now there were two things that really impressed me first of all is the in body image stabilization now while Panasonic and Olympus still lead the industry for stabilization Sony was much better than what I expected the micro jitters are pretty much smoothed out now you do have to have a steady hand on the camera but I was really impressed and it gives a nice floating quality for handheld shooting the second impression for me was low-light performance this is an area that was a specialty for the as7 cameras and having used both of them this camera is on par and it might make you question the role of s cameras at this point but it makes me even more excited to imagine what we'll see in the future on s models they really didn't hold much back on the a 73drink and watch YouTube I've seen YouTube missing the antenna where of it you ever watch YouTube Gordon obviously yeah that's the point of the joke okay so you know you use this thing where you like go around the room here and run into things and it's all set to music it's oh it's stable bro I got waiting here to track down for you there we go again check it out so right now you figured out that I am in Las Vegas I won't talk about why so in the past I will admit that I have been a little bit critical towards Sony as much as I love their stuff they never invite me to anything I'm like the only YouTube channel it's not included well check this out it's official Sony has been very secretive as to actually what they are going to announce in a few hours where I'm getting ready to go by the time you're watching this you already know what it is but it's kind of cool because they said well we don't want it to leak we want it to be a total surprise so just show up and we'll tell you what it is wouldn't we make the announcement so I've got this really wild hotel room Sony thank you this is amazing so in a few hours we get to go to the undisclosed location and we're gonna find out what the camera is that they're going to announce or the technology is what they told me so I don't even know if it's camera it probably will be that's why we're all here but in the meantime we've got something else we're going to do dressing up for this thing major announcement from these guys ladies and gentlemen Steven Eckhart you know him from this guy's videos you're backlit man but it's cool because your hair's like super awesome there's some dancin going on so yeah we're hanging at the Sony event waiting for something to start they say that it's better than what the rumors sites are saying since this was recorded a few days ago you already know that the a 73 was indeed the big announcement the biggest surprise for me was how much they actually put into this camera you get the same autofocus system that's in the a9 but put into a 24 megapixel body it shoots 4k video at 24 PE and 30p and with the new backside illuminated sensor low-light performance has increased dramatically after the announcement Sony loaned me some equipment that I would be using to test the a 73 over the next few days I've got the a 73 as well as the 24 to 105 millimeter G lens and the 85 millimeter F 1 point for G master sony has also scheduled for photo shoots where we will be able to test the limits of the a 73 that this I am excited about Marilyn Monroe before tonight for a fashion shoot sony has set up multiple sets and hired models and this gives us the feel for the a 73 in controlled studio type lighting conditions also to work with motion they have brought in a group of dancers and built a set with falling water there are probably 40 influencers here ranging from youtubers to website magazine editors and being able to meet my colleagues in person has been incredible but one of the challenges is that we're all shooting the same thing for the dancers you hear constant shutters going off so I decided to go the opposite route and I brought the ISO down to 50 stop down the lens and started doing like half second or so exposures to capture motion over time the colour rendition and image quality on the a7 3 are particularly impressive for our next photo shoot Sony brings us to Sparrow in wolf which is a newer restaurant in Las Vegas which features a modern menu designed by chef Brian Howard we had prepared dishes to shoot and we also got a cocktail demonstration and even a tour of the kitchen but at this point I started to work with the video capabilities on the a 73 and I was completely impressed the clips that you're watching here we're all doing 4k and they were shot handheld using higher ISO settings now there were two things that really impressed me first of all is the in body image stabilization now while Panasonic and Olympus still lead the industry for stabilization Sony was much better than what I expected the micro jitters are pretty much smoothed out now you do have to have a steady hand on the camera but I was really impressed and it gives a nice floating quality for handheld shooting the second impression for me was low-light performance this is an area that was a specialty for the as7 cameras and having used both of them this camera is on par and it might make you question the role of s cameras at this point but it makes me even more excited to imagine what we'll see in the future on s models they really didn't hold much back on the a 73\n"