We all respond emotionally to sound, and even more so to music. We may live in a visually oriented culture, but for millennia different societies relied on auditory clues in our daily lives. There is a language of music and sounds, from bells tolling the time to rhythms raising our pulse, and we all respond to it.

Vibration is deep communication, which goes back long before we knew how to put pen to paper or ochre to cave walls. So when it comes to making meaning, sounds go a long way.

Here at iStock, we like to think that we have some pretty amazing footage available. In fact, much of it is stunning, even powerful, and all of it has enormous potential. But when you are trying to use the footage in a production, that potential can go to waste if it is not aimed correctly. We believe that audio is the most effective way of aiming your video productions. It drives the emotion of the work, or as member saintcaffeine points out, it tells the audience to “Aim Here”. Try it out for yourself. Cue up a few tabs of your favorite video files and then open another window with some audio files and experience what could happen if you were to “aim here”.