If you’ve been around long enough, you’ve seen this play before: a tech giant launches a time-boxed event to “empower” women, lines up some great speakers, posts a few inspiring quotes, and then… the industry barely changes. Sony’s Alpha Femme creative gathering, running from 19 to 21 September, wants to avoid that trap.
The three-day programme blends technical skills, business strategy, and community building. On paper, it’s the right mix. Attendees will get everything from photography and lighting workshops to branding and finance sessions. Sarah from Stub Financial Management will lead on how to actually make a creative career financially sustainable, while social media strategist Nelisiwe Mwase takes on the delicate balance of standing out without selling out. Creative entrepreneur and parent Fathima Nakooda will talk about building a business at your own pace — a welcome counterpoint to the grind culture that still dominates online creation.
It’s refreshing that Sony isn’t just offering gear demos and photo walks. They’re addressing the fact that women in creative industries face systemic hurdles — from visibility to monetisation — that aren’t fixed by a better camera alone. This echoes what some have argued: the industry changes only when creators are given real tools, networks, and autonomy.
But here’s the question: can a single event, even one with the right ingredients, make a dent in an industry still overwhelmingly male-led? Alpha Femme will need to be more than a calendar entry. If Sony is serious, this should be the start of an ongoing pipeline, not a once-a-year splash.
Jobin Joejoe, Sony Middle East and Africa’s MD, frames it as “a platform to grow craft, expand networks, and learn from professionals shaping tomorrow’s creative industries.” If those connections and learnings stick, Alpha Femme could be more than PR — it could be part of a cultural shift.
For now, it’s a well-curated shot in the arm for women creators. Whether it becomes a sustained movement will depend on what Sony does next, after the lights go down and the hashtags stop trending.