In this episode of The Sonic Truth, Leif Welch, CEO of JamLoop, joins the show to share his 25-year journey through ad tech and entrepreneurship. Leif walks through JamLoop’s evolution from an early marketplace for musicians into a modern connected TV (CTV) advertising platform built for performance and scale. The conversation explores why creativity remains central to business growth, how JamLoop serves mid-market advertisers with high-touch technology, and what it takes to balance transparency, trust, and results in today’s advertising ecosystem. Leif also outlines JamLoop’s expansion into performance advertising and the company’s vision for bridging local and national campaigns through smarter creative and data-driven execution.