Kai Risdahl

When there will still likely be demand for these mega IPOs, he says, it just might be more expensive for companies to get all their ducks in a row.

I'm Henry App for Marketplace.

I'm Henry App for Marketplace.

Love radio and audio, though I do.

Love radio and audio, though I do.

The truth is, we live in a video world now.

The truth is, we live in a video world now.

TV, YouTube, TikTok, and all the other short-form vertical platforms that are in front of our eyes and our ears every day.

TV, YouTube, TikTok, and all the other short-form vertical platforms that are in front of our eyes and our ears every day.

I say the ears there because all of those video formats...

I say the ears there because all of those video formats...

need just the right kind of background music to make all those emotional beats land the right way.

need just the right kind of background music to make all those emotional beats land the right way.

That music, it turns out, is its own category, sometimes called sync music.

That music, it turns out, is its own category, sometimes called sync music.

You've heard it on this show, too.

You've heard it on this show, too.

Ryan Bradley wrote about it in the New York Times Magazine the other day.

Ryan Bradley wrote about it in the New York Times Magazine the other day.

Ryan, welcome to the program.