The Music Industry is drowning in WHAT data. That’s data that records the action, transaction or effect of a decision made, in the past.

But WHAT data doesn’t explain the human emotive element that influenced that past activity. It’s WHY data that reveals the attitudinal reason why a choice was made, or an action happened.

WHY data is about the future, about possibility, about opportunity. WHY is about empowering ‘informed’ decisions and creativity.

Sound Effects are all about the WHY - because you first need the WHY to effect the right WHAT.