Heidi clutched her phone, scrolling through blurry photos from her recent trip to the Grand Canyon. The majestic landscapes looked… underwhelming. She sighed, wishing she had invested in a proper camera. A friend, a seasoned photographer, had raved about the incredible image quality and versatility of his Sony Alpha, sparking a curiosity that led Heidi down the rabbit hole of research. She discovered a whole world of mirrorless cameras with features she never knew existed, but the sheer volume of information was overwhelming. Finding the best sony alpha digital cameras seemed like an impossible task.
Fear not, aspiring photographer! This guide is designed to navigate the exciting, sometimes confusing, world of Sony Alpha cameras. We’ve compiled comprehensive reviews and a handy buying guide to help you find the perfect fit for your needs, whether you’re a budding enthusiast looking to upgrade from your smartphone or a seasoned pro seeking a reliable workhorse. We’ll break down the specs, compare models, and highlight the unique strengths of each camera so you can capture those unforgettable moments with stunning clarity.
Before we start our review of the best sony alpha digital cameras, here are some related products you can find on Amazon:
Choosing Your Perfect Sony Alpha: A Journey into the World of Mirrorless
So, you’re thinking about diving into the world of Sony Alpha cameras? Excellent choice! Whether you’re a seasoned pro or just starting your photographic adventure, the Sony Alpha ecosystem offers something for everyone. It’s a realm of cutting-edge technology, incredible image quality, and a dizzying array of lenses and accessories. But with so many models out there, picking the right one can feel a bit overwhelming, like trying to choose the best flavor at an ice cream shop with a hundred options. Don’t worry, we’re here to help you navigate the landscape.
The beauty of the Sony Alpha system lies in its versatility. You’ll find everything from compact, travel-friendly options to powerful, full-frame beasts capable of capturing stunning detail. And speaking of detail, did you know that Sony is a leading sensor manufacturer? Many other camera brands actually use Sony sensors in their own cameras! That gives Sony Alpha cameras a real edge when it comes to image quality and performance.
Think of this as your friendly guide to finding the ‘best sony alpha digital cameras’ for your needs. We’ll be breaking down the key features, comparing models, and helping you understand what sets each camera apart. Whether you prioritize resolution, video capabilities, or budget-friendliness, we’ll explore the strengths and weaknesses of different options.
Ultimately, the ‘best sony alpha digital cameras’ are the ones that fit your unique style and requirements. Consider what you like to photograph – landscapes, portraits, sports, or maybe a bit of everything? This article will equip you with the knowledge to make an informed decision and choose a Sony Alpha camera that will inspire you to create stunning images for years to come. Get ready to unlock your photographic potential!
Best Sony Alpha Digital Cameras – Reviews
Sony Alpha a7S III
The Sony a7S III is a low-light king, and frankly, it’s not even a fair fight. This camera absolutely demolishes the competition when it comes to shooting in challenging lighting conditions. Its 12.1MP full-frame sensor, paired with the powerful BIONZ XR processor, delivers incredibly clean and detailed images and video, even at ridiculously high ISO settings. The video capabilities are truly exceptional, offering internal 4K 120p recording with 10-bit 4:2:2 color sampling, giving you unparalleled flexibility in post-production.
Beyond the low-light brilliance, the a7S III is just a joy to use. The updated menu system is a welcome improvement, making it much easier to navigate and find the settings you need. The real-time autofocus is incredibly accurate and sticky, keeping your subject sharp even when they’re moving erratically. And the fully articulating touchscreen LCD makes it a breeze to shoot from any angle. If you’re serious about video or frequently find yourself shooting in dim environments, this camera is a game-changer.
Sony Alpha a7 IV
The Sony a7 IV is arguably the best all-around full-frame camera Sony offers right now. It’s like the Swiss Army knife of cameras, perfectly balancing resolution, speed, and video capabilities to handle just about any shooting situation you throw at it. Boasting a 33MP sensor, it delivers a great blend of detail and dynamic range for stunning stills, while also offering impressive 4K 60p video recording with 10-bit color.
What makes the a7 IV so appealing is its versatility. The autofocus system is lightning-fast and incredibly intelligent, locking onto subjects with unwavering accuracy. The improved ergonomics make it comfortable to hold and shoot with for extended periods. Whether you’re shooting portraits, landscapes, weddings, or even some action, the a7 IV is a reliable and capable tool that won’t let you down. It’s a true hybrid camera that excels in both photo and video worlds.
Sony Alpha a7R V
If detail is your obsession, look no further than the Sony a7R V. This camera is all about resolution, packing a mind-blowing 61MP full-frame sensor that captures an insane amount of detail. Landscapes, portraits, architecture – everything is rendered with incredible clarity and sharpness. Paired with its pixel-shift multi shooting mode, it can create even higher resolution images for truly breathtaking results.
But the a7R V isn’t just about megapixels. Sony has packed it with their latest and greatest technology, including an even more advanced autofocus system with AI-powered subject recognition. It’s like the camera knows what you’re trying to shoot before you do! The 8-stop image stabilization is also incredibly effective, allowing you to shoot handheld at slower shutter speeds with confidence. If you need maximum detail and cutting-edge technology, the a7R V is the ultimate choice.
Sony Alpha a6400
The Sony a6400 is a compact and powerful APS-C camera that punches way above its weight class. It’s the perfect option for photographers and videographers looking for a travel-friendly camera that doesn’t compromise on performance. This little beast boasts a 24.2MP sensor and Sony’s renowned autofocus system, delivering sharp, detailed images and snappy subject tracking.
Despite its small size, the a6400 is packed with features. It offers internal 4K video recording, a tilting touchscreen LCD, and a wide range of customizable settings. It’s an excellent choice for vloggers, street photographers, and anyone who wants a high-quality camera that won’t weigh them down. Plus, it’s compatible with Sony’s extensive E-mount lens lineup, giving you plenty of options for expanding your creative horizons.
Sony Alpha a1
The Sony a1 is the undisputed flagship of the Sony Alpha lineup, and it’s designed to do it all, and do it exceptionally well. It’s a true powerhouse, combining incredible resolution (50.1MP), blistering speed (30fps), and stunning 8K video capabilities into one sleek and sophisticated package. This camera is targeted at professionals who demand the absolute best performance in any situation.
What sets the a1 apart is its unmatched versatility. Whether you’re shooting fast-action sports, high-resolution landscapes, or cinematic video, this camera can handle it all with ease. The autofocus system is lightning-fast and incredibly accurate, locking onto subjects in the blink of an eye. The dynamic range is superb, and the image quality is simply breathtaking. If you’re looking for the ultimate do-everything camera and money is no object, the Sony a1 is the king of the hill.
Why Choose a Sony Alpha Digital Camera?
Imagine you’re on vacation, witnessing a breathtaking sunset over the ocean. Your phone camera just isn’t capturing the vibrant colors and the sheer vastness of the scene. That’s where a Sony Alpha camera shines. These cameras are designed to deliver exceptional image quality, going beyond what your smartphone can achieve. They boast larger sensors that capture more light, resulting in stunningly detailed photos, even in low-light situations. Think crisp landscapes, portraits with beautiful bokeh (blurred backgrounds), and unforgettable memories preserved in their full glory. When you choose one of the best Sony Alpha digital cameras, you’re investing in the ability to truly capture the world as you see it, elevating your photography from snapshots to artistry.
Beyond superior image quality, Sony Alpha cameras offer incredible versatility. Whether you’re a budding wildlife photographer, a street photography enthusiast, or simply want to take better family photos, there’s a Sony Alpha model to fit your needs and budget. The interchangeable lens system allows you to explore different perspectives and creative styles. Want to zoom in on a distant bird? Attach a telephoto lens. Capturing a wide-angle landscape? Choose a wide-angle lens. The possibilities are endless, and with each new lens, you unlock a new world of photographic expression. The best Sony Alpha digital cameras empower you to experiment and grow as a photographer.
Let’s say you’re trying to capture your child’s first soccer game. The action is fast-paced, and you need a camera that can keep up. Sony Alpha cameras are renowned for their incredibly fast and accurate autofocus systems. They can lock onto subjects in the blink of an eye and track them as they move across the frame, ensuring you never miss a crucial moment. This advanced technology, combined with impressive burst shooting capabilities, lets you capture a series of sharp, in-focus images, so you can choose the perfect shot. With the best Sony Alpha digital cameras, you’ll never have to worry about blurry action shots again.
Investing in a Sony Alpha camera is investing in your passion for photography. These cameras are not just tools; they are gateways to creativity and self-expression. They are designed to be intuitive and user-friendly, even for beginners, while offering advanced features for experienced photographers. With their exceptional image quality, versatility, and cutting-edge technology, Sony Alpha cameras empower you to capture stunning photos and videos that you’ll cherish for years to come. So, if you’re ready to take your photography to the next level and create truly unforgettable memories, a Sony Alpha digital camera is the perfect choice.
Understanding Sony Alpha Lens Mounts: E-mount vs. A-mount
Choosing a Sony Alpha camera isn’t just about the body; it’s about the lens ecosystem you’re stepping into. Sony uses two primary lens mounts: E-mount and A-mount. E-mount is designed for mirrorless cameras and is known for its compact size and versatility. A-mount, on the other hand, is found on older DSLR models and has a longer flange distance, which allows for the use of adapters.
Think of it like this: E-mount is the modern, sleek option, while A-mount is the classic, with a rich history. If you’re drawn to the latest technology and smaller camera bodies, E-mount is likely the way to go. But if you have a collection of older Minolta or Sony lenses, an A-mount camera might be appealing, especially considering the availability of adapters that allow A-mount lenses to be used on E-mount bodies (though with potential limitations).
When deciding, consider the lenses you currently own or plan to invest in. E-mount offers a wide range of native lenses, from budget-friendly options to high-end professional glass. A-mount, while offering a robust selection of lenses, may require adapters for full functionality on newer E-mount cameras. This decision will impact your overall shooting experience and long-term investment.
Ultimately, the lens mount determines the type of lenses you can use directly on your camera. E-mount is generally preferred for its modern design and wide range of native options, while A-mount caters to users with existing compatible lenses. Understanding this distinction is critical in making the right choice for your photography needs and budget.
Key Features to Consider in a Sony Alpha Camera
Beyond megapixels, numerous features significantly impact a Sony Alpha camera’s performance. Image stabilization, for example, is crucial for capturing sharp images in low light or when using telephoto lenses. In-body image stabilization (IBIS) is especially beneficial, as it works with any lens you attach. Think of trying to photograph a hummingbird without a tripod – IBIS will make a world of difference.
Autofocus performance is another critical factor. Sony’s autofocus systems are renowned for their speed and accuracy, particularly their real-time tracking capabilities. This is invaluable for photographing moving subjects, like children playing sports or wildlife in action. A fast and reliable autofocus ensures you capture those fleeting moments with crisp clarity.
Video capabilities are also important for many users. Modern Sony Alpha cameras offer stunning 4K video recording, often with advanced features like 10-bit color depth and various picture profiles. If you plan to create videos for YouTube or professional projects, pay close attention to the video specifications and features available on each camera model.
Finally, don’t overlook the importance of ergonomics and build quality. How a camera feels in your hand can significantly affect your shooting experience. Consider the size, weight, and button layout of the camera. A well-designed camera will feel comfortable and intuitive to use, allowing you to focus on your creativity rather than struggling with the controls.
Understanding Sensor Size: Full-Frame vs. APS-C
The sensor size is one of the most fundamental aspects of a digital camera, and Sony Alpha cameras offer both full-frame and APS-C options. A full-frame sensor is roughly the size of a 35mm film frame, while an APS-C sensor is smaller. This difference in size has significant implications for image quality, field of view, and overall performance.
Think of full-frame sensors as offering a broader canvas for capturing light. They generally excel in low-light conditions, producing cleaner images with less noise at higher ISO settings. They also offer a shallower depth of field, which is ideal for creating portraits with blurred backgrounds. Imagine shooting a nighttime cityscape – a full-frame sensor will capture more detail and less noise than an APS-C sensor.
APS-C sensors, on the other hand, offer a crop factor, effectively magnifying the focal length of your lenses. This can be advantageous for wildlife or sports photography, where reaching distant subjects is essential. The smaller sensor size also contributes to more compact and lightweight camera bodies. Picture yourself hiking with a telephoto lens – an APS-C camera will likely be more manageable to carry than a full-frame alternative.
Ultimately, the choice between full-frame and APS-C depends on your specific shooting needs and budget. Full-frame cameras offer superior image quality and performance, particularly in low light, but they come at a higher price point. APS-C cameras provide a more affordable and compact option, with a crop factor that can be beneficial for certain types of photography.
Essential Accessories for Your Sony Alpha Camera
Once you’ve chosen your Sony Alpha camera, investing in a few essential accessories can significantly enhance your shooting experience. A high-quality lens is arguably the most crucial accessory. Different lenses excel in different situations, so consider your primary shooting style when making your selection. A versatile zoom lens is a great starting point, while prime lenses offer exceptional image quality.
Next, think about memory cards. Fast and reliable memory cards are essential for capturing high-resolution images and videos without any buffering issues. Look for cards with a high write speed, especially if you plan to shoot 4K video or continuous bursts of photos. Imagine missing a crucial shot because your memory card is too slow – it’s a frustrating experience you can easily avoid.
A sturdy tripod is another invaluable accessory, particularly for landscape, architectural, or low-light photography. A tripod will allow you to capture sharp images with long exposures, even in challenging conditions. Think of photographing a waterfall – a tripod will enable you to create smooth, silky water effects that would be impossible to achieve handheld.
Finally, don’t forget about protecting your investment. A camera bag is essential for safely transporting your camera and accessories. Consider a bag with padded compartments and weather-resistant materials. A lens cleaning kit is also crucial for keeping your lenses free of dust and fingerprints, ensuring optimal image quality. These small additions can help extend the life of your equipment and ensure you’re always ready to capture the perfect shot.
The Ultimate Buying Guide: Finding the Best Sony Alpha Digital Camera for You
Hey there, future photographer! So, you’re thinking about diving into the world of Sony Alpha cameras? Awesome choice! They’re known for their amazing image quality, innovative features, and overall stellar performance. But with so many models out there, it can feel a little overwhelming trying to figure out which one is the perfect fit for you. Don’t worry, I’m here to help. This guide is designed to break down the key things you should consider so you can confidently choose the best Sony Alpha digital camera for your needs and budget.
We’ll walk through everything from sensor size and megapixel count to lens selection and video capabilities. By the end, you’ll be well-equipped to make an informed decision and start capturing incredible images. Let’s get started!
Sensor Size: The Heart of Your Image Quality
Think of the sensor as the film of the digital age. It’s the part of the camera that actually captures the light and turns it into the image you see. Sensor size is crucial because a larger sensor generally means better image quality, especially in low light. You’ll typically find two main sensor sizes in the Sony Alpha lineup: full-frame and APS-C. Full-frame sensors, like those found in the a7 and a9 series, are the same size as traditional 35mm film, while APS-C sensors are smaller.
A larger sensor allows for more light gathering which translates to cleaner images with less noise, especially when you’re shooting in dimly lit environments. This also impacts your ability to achieve a shallow depth of field (that blurry background look), which is highly sought after for portraits. APS-C sensors, found in the a6000 series, are a great option too, offering a more compact and affordable system without sacrificing too much image quality. Ultimately, the best sony alpha digital cameras in your mind will depend on your budget and usage scenario.
Megapixel Count: More Isn’t Always Better
Megapixels often get a lot of hype, but they’re just one piece of the puzzle. While a higher megapixel count can allow you to print larger images or crop more aggressively, it doesn’t automatically equal better image quality. Other factors, like the sensor size, the quality of the lens, and the camera’s image processing engine, all play a significant role.
For most everyday photography, a camera with around 24 megapixels is plenty. You’ll have enough resolution for excellent prints and reasonable cropping. While models with higher megapixel counts, like some of the a7R series, can be amazing for landscapes and fine art where detail is paramount, they also come with larger file sizes that require more storage and processing power. So, don’t get too caught up in chasing the highest megapixel number – focus on overall image quality and how you plan to use your photos.
Autofocus Performance: Capturing the Perfect Moment
Let’s be honest, nobody wants blurry photos, especially when you’re trying to capture a fleeting moment. Autofocus is arguably one of the most important features in a digital camera, especially if you’re shooting action, sports, or wildlife. Sony Alpha cameras are renowned for their cutting-edge autofocus systems, often featuring advanced features like real-time tracking, eye autofocus, and a wide coverage area with numerous focus points.
The ability to quickly and accurately lock focus on your subject is critical for getting sharp, well-defined images. Consider the types of subjects you’ll be photographing. If you’re mainly shooting landscapes or portraits of stationary subjects, a less advanced autofocus system might suffice. However, if you’re planning on capturing fast-moving subjects, prioritize a camera with a robust and responsive autofocus system to increase your chances of nailing the shot. When considering the best sony alpha digital cameras, autofocus performance should be high on your list.
Lens Selection: Expanding Your Creative Horizons
A camera body is only as good as the lenses you pair with it. Lens selection is absolutely crucial, as different lenses will drastically change the way you see and capture the world. Sony offers a wide range of lenses for their Alpha system, catering to various shooting styles and budgets. From wide-angle lenses for sweeping landscapes to telephoto lenses for wildlife photography, there’s a lens for almost any situation.
Consider what types of photography you’re most interested in. If you’re a beginner, a versatile zoom lens like a 24-70mm or 24-105mm is a great starting point. As you gain experience and identify your preferred shooting style, you can expand your collection with specialized lenses like prime lenses (fixed focal length) or macro lenses. Don’t underestimate the importance of investing in high-quality lenses – they can make a significant difference in the overall quality of your images.
Video Capabilities: Unleashing Your Inner Filmmaker
Video has become an increasingly important aspect of digital photography, and Sony Alpha cameras are known for their exceptional video capabilities. Whether you’re shooting casual home videos or aspiring to create professional-quality films, the video features of your camera should align with your needs. Look for features like 4K resolution, high frame rates, and various recording codecs.
Consider the level of control you need over your video footage. Features like manual exposure control, focus peaking, and zebra stripes can be incredibly helpful for achieving the desired look and feel. Also, think about the audio capabilities of the camera. Does it have a microphone input for connecting an external microphone? High-quality audio is just as important as high-quality video. When looking for the best sony alpha digital cameras, consider that many are used professionally for creating movies and documentaries.
Ergonomics and Handling: Comfort is Key
You’ll be spending a lot of time holding your camera, so it’s important to choose one that feels comfortable and intuitive in your hands. Ergonomics refers to the design and layout of the camera’s buttons, dials, and grip. A well-designed camera will allow you to easily access and adjust settings without taking your eye off the subject.
Consider the size and weight of the camera. A smaller, lighter camera might be more convenient for travel, while a larger camera might offer a more comfortable grip and more physical controls. Visit a local camera store and try holding different models to see which one feels the best in your hands. Pay attention to the placement of the buttons and dials and how easy they are to reach. The best sony alpha digital cameras for you will be the one that feels most natural to use.
Budget: Finding the Sweet Spot
Let’s face it, camera equipment can be expensive. It’s important to set a realistic budget before you start shopping and find a camera that offers the best value for your money. The Sony Alpha lineup covers a wide range of price points, from entry-level models to high-end professional cameras.
Don’t forget to factor in the cost of lenses, memory cards, and other accessories. It’s often better to invest in a slightly more expensive camera body with a kit lens and then upgrade to higher-quality lenses later, rather than buying a cheaper body and being stuck with subpar lenses. Research different models, compare prices, and read reviews to find a camera that fits your budget and meets your needs. There’s a “best sony alpha digital camera” for every budget, so take your time and find the perfect match.
FAQs
What is the best Sony Alpha camera for beginners?
That’s a great question! Starting your photography journey can be exciting, and Sony offers some fantastic Alpha cameras perfect for beginners. While many options exist, a solid choice would be the Sony a6000 series or the newer a6100. These cameras are compact, lightweight, and offer excellent image quality for the price. They also come with intuitive menus and helpful features to ease you into the world of photography.
The beauty of the a6000 series is its affordability, making it a low-risk investment as you explore your passion. The a6100 takes it a step further with enhanced autofocus and video capabilities. Both cameras provide a great balance of performance and user-friendliness, allowing you to learn the ropes without feeling overwhelmed. Plus, you’ll have access to Sony’s extensive lens ecosystem as you progress.
Which Sony Alpha camera is best for professional photographers?
For professional photographers needing top-tier performance and image quality, the Sony Alpha lineup boasts several outstanding options. The Sony a7R series, like the a7R V, stands out for its incredible resolution, capturing stunning detail. Alternatively, the a9 series, specifically the a9 III, offers blazing-fast autofocus and burst shooting speeds, perfect for sports and action photography.
Choosing the “best” really depends on the professional’s specific needs. Landscape and portrait photographers will likely appreciate the a7R V’s exceptional image quality. On the other hand, photojournalists and sports photographers will gravitate towards the a9 III’s speed and reliability. Consider the primary genre you shoot and which features are most critical to your workflow when making your decision.
What are the key differences between full-frame and APS-C Sony Alpha cameras?
Understanding the difference between full-frame and APS-C sensors is crucial for choosing the right Sony Alpha camera! The main distinction lies in the sensor size. Full-frame sensors are larger, offering several advantages, including better low-light performance, a shallower depth of field for creamy bokeh, and a wider dynamic range, capturing more detail in highlights and shadows.
APS-C sensors are smaller and found in more compact and affordable cameras like the a6000 series. While they don’t quite match the full-frame performance in those key areas, APS-C cameras still deliver excellent image quality. Plus, they are often more lightweight and have a “crop factor” that effectively extends the reach of your lenses, which can be beneficial for wildlife photography.
How does the autofocus system compare between different Sony Alpha cameras?
Sony has really pushed the boundaries of autofocus technology, and the differences between their Alpha camera AF systems can be significant. Newer models, like the a9 III and a7R V, boast incredibly advanced autofocus systems with features like real-time tracking, animal eye AF, and even bird eye AF, which can dramatically improve your ability to nail focus on moving subjects.
Older models, while not as sophisticated, still offer reliable and accurate autofocus. The a6000 series, for example, provides a hybrid autofocus system that combines phase-detection and contrast-detection AF for speedy and dependable performance. Consider the type of subjects you’ll be photographing; if you frequently shoot fast-moving action, investing in a camera with a cutting-edge AF system is well worth it.
What lenses are compatible with Sony Alpha cameras?
One of the great things about Sony Alpha cameras is the versatility of their lens ecosystem! All Sony Alpha cameras use the E-mount, which means that lenses designed for one E-mount camera can be used on another, whether it’s full-frame or APS-C. However, keep in mind that when using a full-frame lens on an APS-C camera, you’ll experience the crop factor mentioned earlier.
Sony offers a wide range of native E-mount lenses, covering everything from wide-angle zooms to telephoto primes. In addition, you can adapt lenses from other manufacturers, like Canon or Nikon, using adapters, expanding your lens options even further. Just be sure to check compatibility and any potential limitations before purchasing an adapter.
Are Sony Alpha cameras good for video recording?
Absolutely! Sony Alpha cameras have become incredibly popular among videographers, and for good reason. They offer impressive video capabilities, including internal 4K recording, advanced codecs, and features like real-time tracking and eye AF, which can be a game-changer for ensuring sharp focus on your subjects.
Many Sony Alpha cameras also have features like S-Log profiles for greater dynamic range and color grading flexibility, making them suitable for professional video production. The specific video capabilities vary between models, so check the specifications carefully to ensure the camera meets your video needs. Whether you’re creating vlogs, short films, or documentaries, a Sony Alpha camera can be a powerful tool.
How important is in-body image stabilization (IBIS) in a Sony Alpha camera?
In-body image stabilization (IBIS) can be a real game-changer, especially if you often shoot handheld or in low-light situations. IBIS helps to counteract camera shake, resulting in sharper images and smoother video. It’s a particularly valuable feature if you plan on using lenses without built-in stabilization.
While not all Sony Alpha cameras have IBIS, it’s increasingly common, particularly in higher-end models. The effectiveness of IBIS can vary between cameras, but even a few stops of stabilization can make a significant difference in your image quality. So, if you prioritize handheld shooting and sharp images, definitely consider a Sony Alpha camera with IBIS.
The Bottom Line
Picking the right camera can feel like a big decision, and it is! But hopefully, you now have a clearer picture of what the best Sony Alpha digital cameras offer and which one aligns with your creative vision and budget. Think about the type of photography you’re passionate about, the features that truly matter to you, and the kind of images you dream of capturing. Don’t be afraid to take some time, revisit your notes, and maybe even head down to a store to get a feel for a few different models in person.
Now it’s your turn to take that next step. All the specs and features aside, the most important thing is the story you want to tell. Whether you’re a seasoned pro or just starting your photographic journey, trust your instincts and choose the camera that inspires you to pick it up and create. The perfect image is out there waiting to be captured, and with the right Sony Alpha in your hands, you’ll be ready to seize the moment! Go make some magic.