diff --git a/nag b/nag
index d82fc34..8a23166 100755
--- a/nag
+++ b/nag
@@ -372,6 +372,23 @@ _main() {
 # Global array holding raw TSV alarm lines (one element per alarm).
 _ALARMS=()
 
+# Usage:
+#   _play_sound
+#
+# Description:
+#   Play the alarm sound if NAG_SOUND exists and not muted.
+_play_sound() {
+  [[ -n "${NAG_SOUND}" ]] && [[ -f "${NAG_SOUND}" ]] && [[ ! -f "${_MUTED_FILE}" ]] || return 0
+
+  if _command_exists pw-play; then
+    pw-play "${NAG_SOUND}" &
+  elif _command_exists paplay; then
+    paplay "${NAG_SOUND}" &
+  elif _command_exists aplay; then
+    aplay "${NAG_SOUND}" &
+  fi
+}
+
 # Usage:
 #   _ensure_nag_dir
 #
@@ -1111,6 +1128,7 @@ check() {
     then
       # Fire it.
       ${NAG_CMD} "nag" "${_message}" || _warn printf "Failed to notify: %s\\n" "${_message}"
+      _play_sound
 
       if [[ -n "${_rule}" ]]
       then