TEL AVIV, Israel — A software startup wants to let airline passengers mute a screaming baby through their headphones while still hearing everything else around them. That selective listening capability, developed by a company called William, framed a broader question at the MusicTech Tel Aviv 2026–Sound Forward conference: who gets to decide which sounds matter.
The November 5 event at MUZA, the Eretz Israel Museum, drew roughly 30 companies from the MusicTech Innovation Lab portfolio. Their work spans music production, underwater surveillance, voice authentication, miniature speakers, and home care. Despite serving different markets, each business relies on generating, analyzing, or manipulating sound.
William founder and CEO Efrat Bar-Or said her team built a system that recognizes specific noises rather than simply reducing overall volume. The software can isolate a dog’s bark even when another sound shares the same frequency range. A proof of concept exists, with early validation involving 18 sound-sensitive participants. The company aims to embed the technology in headphones and earbuds.
Meanwhile, SonicEdge CEO Moti Margalit introduced silicon speakers that replace bulky moving membranes with a tiny high-speed pumping mechanism. The company has secured about $11 million in investments plus $1.5 million in grants. Margalit said three firms plan to integrate its speakers into products, starting with earbuds in 2027.
Several presenters focused on security applications. Audisea CEO Yair Yanovice described networks of off-the-shelf hydrophones that passively listen for threats to ports, offshore installations, and subsea infrastructure. Multikol’s Sam Nabwany demonstrated software that authenticates human voices and flags synthetic ones, targeting financial services.
Health applications surfaced too. Sensi.AI’s Ido Shahar explained how acoustic monitoring can detect changes in older adults’ conditions, though he acknowledged privacy concerns. Home care agencies serve as trust bridges with users.
On the music side, Waves CEO Mick Olesh estimated 70% of the company’s products now use AI. Singer Anna Bashan rejected AI lyric assistance, however. “It takes the soul out,” she said. For her, music processes emotion, and quick answers undermine that purpose.
As a result, the frontier keeps shifting. New tools simplify production, while distribution challenges remain. Acquiring companies seek acoustic sensing, music generation, and royalty infrastructure. Export support from Israel’s Foreign Trade Administration offers another path forward.
