Marshall Grupp is a partner and sound designer at 26-year-old audio post studio Sound Lounge in New York City. The company offers a wide range of services, including recording and mixing, casting, dialogue editing, sound design and live podcast recording for both audio and video.
In addition to his roles at Sound Lounge, Grupp is president and co-owner of Audio Milkshake, a creative audio company specializing in advertising and podcasts. More on that later, but in the meantime, let’s get to know Grupp.
What do your dual roles entail?
As a partner at Sound Lounge, I actively contribute to its growth, ensuring both financial success and creative excellence. With nearly 45 years of experience as a sound designer, I craft soundtracks for a wide range of projects, including TV commercials, full-length films and serial podcasts.
What’s your favorite part of the job?
I enjoy the collaborative process with creative teams, whether it’s with a film director, an art director at an advertising agency or a podcast creator. My expertise lies in crafting innovative and original sound elements that go beyond what’s available in sound libraries.
Least favorite?
Cutting footsteps.
What inspired you to become an audio post pro?
As a third-generation percussionist, I explored various disciplines within the film industry before realizing that sound was where I could be most creative. Sound is all about tempo — finding that perfect moment, that “beat” — which not only drives the story forward but also evokes emotion from the audience.
Can you name some recent clients?
Gold Peak, ESPN, PayPal, the Tennessee Titans, the American Jewish Historical Society and Munchkin’s StrollerCoaster.
Sound Lounge recently announced mixers Steve “Major” Giammaria and Justin Kooy will step into new leadership roles as partners. What’s next for you after the transition takes place?
Presently, I am the president and co-owner of Audio Milkshake, a creative audio company specializing in advertising and podcasts, working alongside founder Tony Mennuto. Beyond my work in sound, I also coach eighth grade basketball at Collegiate School, a private school in NYC, where I enjoy mentoring young athletes and fostering teamwork.
You are an industry veteran. How have you seen the industry change over the years — the good and the bad?
Today, there are countless tools that enhance creativity, offering limitless possibilities. Everything happens in an instant. Gone are the days of cutting and splicing tape (I know, I’m dating myself). I was one of the first in New York to use the Synclavier, a digital sampling system that provided incredible creative freedom.
I’m not afraid of AI, but what worries me is the lack of hands-on experience among newcomers to our industry. I developed my craft — syncing dailies, cutting Foley and handling ADR —through an apprenticeship system, learning directly from the industry greats. For those who believe that simply buying Pro Tools, adding a few plugins and calling yourself a sound designer is the path to success, I beg to differ.
What is your hiring process like? Where do you find talent?
The philosophy at Sound Lounge has always been to promote from within, fostering a culture of growth and opportunity. We take pride in nurturing talent, providing a path for dedicated individuals to evolve from assistants to mixers and beyond.
Fortunately, we have a strong relationship with SUNY Fredonia, which boasts an outstanding audio engineering program. Over the years, many of our most accomplished team members have begun their journeys as graduates from Fredonia, arriving with a solid technical foundation and a deep passion for sound. Their dedication and expertise have been instrumental in shaping what defines Sound Lounge today. By investing in emerging talent and fostering an environment of continuous learning, we make sure that our commitment to innovation and craftsmanship remains as strong as ever.
Sometimes running a business also means being part therapist, part parent. How do you create an atmosphere where people can thrive and want to stay?
I grew up playing sports and learned at a very early age that no individual is greater than the team. That lesson has stayed with me throughout my career. As a leader, I see my role as both a coach and a cheerleader — guiding, motivating and supporting those around me. In a highly creative and competitive environment, fostering collaboration is essential. It often takes many conversations to help people see that the whole is greater than the sum of its parts.
In my 15 years of running Sound Lounge, I have faced challenges and learned some tough lessons. I’ve made mistakes along the way, but each one has been an opportunity for growth. One of the most valuable lessons I’ve learned is to listen before acting. Leadership isn’t just about making decisions; it’s about understanding, adapting and ensuring that every voice is heard.
If you didn’t have this job, what would you be doing instead?
I would own a summer camp, a passion deeply rooted in my own experience of attending camp from the age of 5 for nearly 20 years. I love teaching and inspiring others, and I owe a great deal to the mentors from my sleepaway camp who helped shape me into the person I am today.
Name a technology you can’t live without.
I swim a few times a week and have headphones that allow me to listen to music while I swim.
What advice would you give to someone starting in the industry?
Find a mentor who will guide you through the many facets of audio post. Watch, listen and, most importantly, CREATE, whether you’re getting paid or not. At the Lounge, I’ve always encouraged our assistants to take full advantage of the studios. You need the freedom to make mistakes because that’s how you grow into greatness. I’m a passionate guy. If you’re in this industry just for the money and not for the love of sound, then this might not be the right path for you. But if sound is what fuels you, chase it relentlessly and passionately!
