Watch out, DJI. Sony Corporation announced today it is getting into the drone market under the brand name ‘Airpeak.’

I a short press release, accompanied by the above teaser video, Sony says the Airpeak brand will ‘reflect its aspiration to contribute to the further evolvement and the creation of the unprecedented value through its imaging and sensing technology.’

While Sony does hint at industrial purposes for its drones, the company specifically says the Airpeak brand ‘will support the creativity of video creators to the fullest extent possible.’

An illustration from a patent application Sony was granted back in January 2020.

Sony says the project will launch in spring of 2021. In the meantime, it will share information along the way and work on partnerships to test their products and get feedback from drone users. You can keep up with the latest updates on Sony’s new Airpeak website.