AI, streaming & spatial audio: Sound Lounge's Marshall Grupp weighs in
January 17, 2024

AI, streaming & spatial audio: Sound Lounge's Marshall Grupp weighs in

NEW YORK CITY — Marshall Grupp, COO and partner Sound Lounge (, recently shared with Post some of the trends that he feels are influencing the audio post community as it moves into 2024.

"2023 presented its own set of opportunities, and the industry showcased incredible resilience," says Grupp. "Sound Lounge celebrated a milestone of 25 years, a testament to our team’s talent, ability and trusting clients. As we move forward into the new year, our commitment remains unwavering, ensuring top-notch service and embracing the ever-changing landscape of audio post-production."
One of the top trends Grupp and the Sound Lounge team are observing is the influence of AI on their business, with continuous advancements in technologies that promise transformative changes in how pros will create and consume audio content in 2024. 

“While AI has enhanced dialogue tools and continues to improve its capabilities, it’s unlikely to replace the expertise and creativity of sound designers and mixers in the near future,” he notes. “Expect to see a considerable influence on the consumer end with ‘dialogue enhance modes’ and other tools continuing for sound bars and streamers.”

Streaming will also be a top trend, with major players continuing to compete for audience attention and loyalty. Investing in quality content will be critical amidst this competition, and consolidation within the industry might lead to the emergence of more independent television production companies.

Grupp also point to the “post strike aftermath,” with studios likely to tighten their belts, resulting in fewer shows and smaller budgets. 

“However, there will be an increased emphasis on quality, and the need for strategic partners and co-productions,” he explains. “Content delivered to audiences must remain compelling, engaging and competitive within the evolving entertainment landscape.”

On the audio technology side, Grupp points to next-generation audio mixing formats, such as Dolby Atmos, as ways for creators to differentiate themselves and attract audiences seeking enhanced audio quality and experiences. The rise of spatial audio technologies, like Apple Spatial and BinAural, he feels, will continue to revolutionize content consumption, pushing audio post professionals to explore new creative possibilities and deliver richer, more spatial auditory experiences.
“2024 is expected to be an exciting moment for audio, both creatively and technologically,” Grupp concludes.