Soundcloud has taken the professional music world by storm, but its ambitions extend to all sound.  In fact, co-founder and CEO Alex Ljung preaches that sound on the connected web will be bigger than video because the proliferation of mics on smartphones and because unlike video, sound can be consumed as a secondary activity; while reading or driving, for example. In this Fast Company video, Ljung talks enthusiastically about the joys and responsibilities of leading a music tech startup. WATCH: