Sound Goods Is Made to Last

When Weston Fonger and Angelina Powers decided to launch Sound Goods in 2024, the choice felt almost inevitable. The pair had known each other for years already: Angelina as an independent representative for commercial talent, Weston as the mixer behind many of those projects; and eventually their professional collaboration at VinylMix, Yessian Music’s audio post arm, where they worked side by side. They quickly discovered their shared love for the business and all the people who connected them.

“We entered into our working relationship with a mutual respect for each other and our unique strengths,” Angelina tells me. They had both also noticed a gap in the market. An opportunity to embrace a different approach to traditional audio post houses – they both wanted to build something new. Looking back on that time, Angelina smiles. “Six years after we started working together, the decision to launch Sound Goods was probably the easiest part of it all.”

A New Kind of Sound Company

For Weston, Sound Goods was born out of both opportunity and inspiration. “With Sound Goods, we set out to create something more flexible” he explains. “An audio post house without walls, that supports the people making the work, adapts to the needs of each project, and delivers the highest-quality results with the freedom to collaborate and create in the way that works best.”

That mission quickly became their foundational ethos: “At Sound Goods, our ethos is simple: empower artists, champion collaboration, and prove that great sound can really happen anywhere with the right people,” Weston says proudly.

This philosophy extends to the experience of working with them. Both Angelina and Weston aspire for every client and collaborator to walk away feeling part of a creative community. As Weston puts it, “a place where their ideas are heard, their expertise is respected, and the process is genuinely collaborative.”

Their aim is to create an environment that encourages exploration, and enables everyone involved to push the work further, confident in the knowledge that Sound Goods is on-side and “fully invested in achieving the best possible sound.”

Shaped by Necessity, Powered by Passion

Like many creative ventures launched in the early 2020s, Sound Goods was shaped by the pandemic. After studios closed, almost overnight, the remote work model went from experimental to standard practice.

“We quickly transitioned from daily in-person studio sessions to remote recording and mixing,” recalls Angelina. “But what we discovered was that it was a more efficient and preferred method of working for everyone involved. Over time, it’s reinforced that we’re all capable of producing equally stellar work in the comfort of our own homes and studios.”

The shift also changed how they view projects. After establishing their own business model and working style, the co-founders made a collective decision on an approach which best suited Sound Goods’ unique offering. “It’s not as much about deciding which projects to take on, but working with clients who trust us and count on us 100% of the time,” says Angelina. “Of course we love working on award-winning projects but we’re just as committed to mixing the 20 social videos that go along with it or the direct marketing campaign with its 50 versions. They’re all important to our clients.”

Sound That Really Resonates

That balance of ambition and service has already been tested in their first year, with projects like Powerade’s ‘The Athlete’s Code’ campaign. A collaboration with Ogilvy New York, Let It Rip Pictures, and Klankwerk, the campaign shed light on the all too often-overlooked subject of mental health in sport.

Angelina remembers the initial call with the client vividly: “It was Thanksgiving Day and I was in the grocery store parking lot buying last minute items. I set up the conference call from my car. From the moment the producer introduced the concept, we all knew it was going to be something special and meaningful.”

Weston agrees, the pull was immediate: “What drew us to the project was its powerful focus on athletes’ mental health and the opportunity to tell their stories in an intimate, immersive way. We were also excited to be part of something that could help drive real change. Working on the mix and co-designing the sound allowed us to shape an audio experience that complements the visuals and enhances the emotional impact of each story.”

The project, mixed remotely, demanded long hours and close coordination across teams. With the potential for last-minute pivots looming, the work required dedication and flexibility, something the team had become well versed in. “On the last night of mixing, we posted the final mixes at about 2:30 a.m.,” Angelina recalls. “Just when I thought it safe to put my head down on my pillow, the EP called me frantically to say the final, final mixes hadn’t actually been posted. ‘Give it two more minutes and refresh the link,’ I suggested.

And with that brilliant advice, the project was complete.” Moments like seeing the campaign recognised at Cannes Lions, the ANDYs, CLIOs, and AICP Next Awards was deeply validating for Sound Goods. “Being part of a project that resonates creatively and makes a meaningful impact is always special,” says Weston. “And the recognition feels like an affirmation that our vision for Sound Goods – our model, our approach, our dream – is really working.”

The campaign was a standout, but it represents only one part of the diverse projects Sound Goods has handled so far.

It’s Only Just Getting Good

If the first year of Sound Goods was about establishing a model and proving it could work, the second is set to be all about expansion.

“In year two, we want to build on the solid foundation year one gave us and continue to hone the craft we love,” reveals Weston. “We’re focused on growing our team and connecting with top talent — whether independent artists looking for a collaborative home or professionals seeking a new approach beyond the traditional studio model.”

It seems a broadening of their services could be on the cards, too. “From mixing and voiceover recording to casting, sound design, and original music, we love being able to bring everything together in a single project,” he explains. “That integrated approach allows us to create richer, more cohesive work and gives clients a seamless, high-quality experience while letting our team fully exercise their creativity.”

And while awards and accolades are appreciated, for Sound Goods, the bigger picture is focused on community. “Every project is an opportunity to use our skills to support the story and the people behind it,” Weston tells me. “For me, it’s not just about a business model — it’s about creating a space where people feel energised, inspired, and heard.”

Summing up their first year in three words, he doesn’t hesitate: “Creativity, service, growth.”  Considering where they have come from, and all that they’ve learnt and achieved, it certainly sounds like this next-generation studio is built to last.