Silence is Expensive: Why Sound is 50% of the Experience

Writer
Rob Moog
category
Strategy
Read time
9 minutes
Date
August 6, 2025
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It's in our name for a reason

Most agencies treat audio as the last step in the chain. They edit the video, color grade it, and then slap a generic royalty-free stock track underneath it five minutes before the deadline. They treat sound like wallpaper.

We treat sound like architecture.

The Subconscious Hook

Here is the science: The visual cortex is analytical. You watch a video and you judge it. But the auditory cortex is emotional. You hear a sound and you feel it.

A low-frequency rumble creates tension before you even know why you’re anxious. A sharp, rhythmic cut to a snare drum dictates your heartbeat.

In a world where everyone is fighting for eyeballs, we are fighting for eardrums.

"Sound On" is Back

For a few years, social media was a silent movie. People watched with the sound off. But thanks to the rise of TikTok and Reels, sound is back. Audio trends drive virality.

If your video relies entirely on subtitles to make sense, you are losing. You need a sonic identity.

The S+F Approach

When we scope a production, we are already hearing the edit.

  • We record distinct foley (sound effects) on location. We capture the specific sound of your product door closing, your engine revving, your team laughing.
  • We use music dynamically. We chop, screw, and remix tracks to fit the narrative arc.
  • We utilize silence. Sometimes, the loudest thing you can do is cut the audio completely.

Don't let your brand sound like a stock library. Give it a voice.