An information processing apparatus acquires a plurality of pieces of sound information, sound collection device position information, and target subject position information. In addition, the information processing apparatus specifies a target sound of a region corresponding to a position of a target subject from the plurality of pieces of sound information based on the acquired sound collection device position information and the acquired target subject position information. Further, the information processing apparatus generates target subject emphasis sound information indicating a sound including a target subject emphasis sound in which the specified target sound is emphasized more than a sound emitted from a region different from the region corresponding to the position of the target subject indicated by the acquired target subject position information in a case in which a virtual viewpoint video is generated.