The Center for Applied Music Belgrade hired Earth PR for the preparation and implementation of pioneering research on the introduction and measurement of the impact of original applied music for museums on the museum audience and communication campaigns towards the local and international public. The task was to organize qualitative and quantitative research, in-depth interviews with target groups as an integrated media campaign that would reach a new audience by combining digital and traditional media.
What we have done
By measuring the unique effects of originally composed music for the Museum of Science and Technology with advanced research techniques and combining digital media channels on the Internet in interaction with classical (print, TV and radio) media with targeted advertising on the Internet, we managed to engage an audience of different ages and interests. From preschoolers, schoolchildren, students, blind and partially sighted people to middle-aged and mature people.
Research on the effects of applied music on museum visitors was designed as a pilot project on the effects of applied music for museums on the development of museum audiences, which contributes to the creation of a sustainable model of museum audience development in general. The project at the MNT in Belgrade is also unique in that, for the first time, original permanent music was composed for a complete museum exhibit, and it was broadcast continuously for two months, when a survey of its impact on the museum audience was conducted. visits and experiences during a tour of the installation in MNT – both before and after the introduction of music.
A total of 310 visitors to MNT were surveyed. In addition, 22 in-depth interviews were conducted after the introduction of music, in order to deepen our knowledge about the effects of music. Representatives of different age groups, as well as the professional public (composers, art historians and curators) were interviewed. Representatives of the blind and partially sighted group were also examined (four respondents aged 13-16 and three adults). In short, the results of the research showed that the general impressions about the effects of music in the museum are similar among all groups of visitors: music completes the experience in the museum, is perceived as a part of the whole and, in cooperation with the exhibits and the space, enhances the impressions of the visitors. The effects of music are reflected both on the emotional level (improving mood), on the cognitive level (increased memory, arousing curiosity, expanding knowledge) and on the behavioral level (motivation to play and take action).
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In the words of the client:
“We are grateful to our colleagues from EARTH PR who professionally carried out part of the research and the media campaign in order to present the project to all target audiences.”.” Aleksandar Vl. Markovic, president of Center for applied music Belgrade