Ljung Lunges Out “Sound Will Be Bigger Than Video”

Sound is more than music.

Sound can be an everyday thought, and distributed with one click like a Tweet.

Sound reaches the emotional part of our brain.

Sound is parallel, we can listen while doing other things.

Because of these reasons, SoundCloud CEO Alexander Ljung argues, sound will be bigger than video.

SoundCloud is a useful tool.  Personally, I’ve used it to host my Music 4 Japan compilation (60+ tracks), for audio recommendations, and for celebrity interviews.

But I’d argue that people want a visual if they can get it, i.e. the combination of sound + motion.

Sound is something we pursue only when we don’t have access to video, like being stuck in a car ride trying to catch your favorite team’s football game.  The sound of the radio is all you got but if you were home or at a bar, TV would be the medium of choice.

I also would argue that pictures can be more compelling than sound.  Sharing a picture on Instagram tells a way bigger story than telling it through audio.

Unmuting the web with sound is another tool, not the predominant tool now nor in the future, for sharing entertainment and experiences.

Share on:

By Wells Baum

Wells Baum is a daily blogger who writes about Life & Arts. He's also the author of and four books.