EUROMUSE
European Museums and Music: Participatory Music Creation for a New Museum Experience
Earth PR is the Coordinator of the EUROMUSE Creative Europe Cooperation Project,
co-funded by the European Union through the Creative Europe Programme.
About EUROMUSE
EUROMUSE is an international cultural, artistic and research project dedicated to the creation
and implementation of original music in museums, with the aim of enhancing the visitor experience,
strengthening audience engagement, and developing new models of inclusive, participatory and
data-informed cultural practice.
The project brings together museums, cultural organisations, researchers, composers, educators and
audience development professionals from Serbia, Italy, Portugal and Greece.
Central project question:
Can original music, created specifically for museum collections and exhibitions, deepen the emotional,
cognitive and participatory experience of museum visitors?
EUROMUSE explores the relationship between museums, music and audiences through the development
of original musical compositions for permanent museum exhibitions. The project is based on the concept
of applied music for museums, also known as synomusic or synocomposition.
Unlike background music, the music created within EUROMUSE is not decorative or generic.
It is conceived as an interpretative, artistic and experiential layer of the exhibition itself.
EUROMUSE in Action
EUROMUSE connects museums, composers, researchers and audiences through residencies,
participatory work, audience research and international cultural cooperation.
EUROMUSE international conference and audience development activities.
Composer residencies and work with museum collections.
European cooperation between museums, music professionals and researchers.
Earth PR as Project Coordinator
As the Coordinator of EUROMUSE, Earth PR is responsible for the overall management,
communication, visibility, dissemination and strategic implementation of the project.
Earth PR leads the coordination of partners, project activities, public communication,
audience development strategy, event promotion, reporting processes and the international
positioning of the project.
Coordination and Management
- Overall project coordination and partner communication
- Project planning, monitoring and reporting
- Coordination of international meetings and trainings
- Support to documentation and final reporting
Communication and Visibility
- Communication and dissemination strategy
- Media relations and public outreach
- Digital communication and social media visibility
- Project branding, visual identity and promotional materials
Through EUROMUSE, Earth PR continues its long-term work in the field of cultural communication,
audience development and innovative models of museum interpretation.
Project Consortium
EUROMUSE is implemented by an international consortium of cultural and research partners
from Serbia, Italy, Portugal and Greece.
Coordinator. Project coordination, communication, dissemination, audience development and strategic management.
Affiliated Entity. Artistic methodology, applied music for museums, research support and expert contribution.
Museum partner and host institution for original music implementation.
Museum partner and host institution for original music implementation.
Music research, acoustic expertise, training and artistic support.
Museum partner and host institution for original music implementation.
Associate partner.
Associate partner.
Associate partner.
Main Project Activities
Original Music for Museums
Six young composers from different European countries were selected through an international open call
to create original musical works for three museum environments in Italy, Greece and Portugal.
Composer Residencies
Selected composers participated in museum residencies, explored collections, met curators and audiences,
and developed artistic concepts for their compositions.
Community Muse Boards
Local community groups contributed to the creative process by giving feedback, sharing impressions
and supporting the development of the final musical works.
Audience Research
EUROMUSE measures the impact of original music on visitor perception, attention, emotional response,
motivation, memory and overall museum experience.
Training and Knowledge Exchange
The project includes international trainings on participatory practice, research methodology,
audio content enhancement and audience development.
Concerts, Album and Conference
The project results are presented through online concerts, a music album, a documentary,
a publication and the EUROMUSE International Scientific Conference in Belgrade.
Research and Audience Development
EUROMUSE includes a research component dedicated to measuring the impact of original applied music
on museum visitors. The project compares different visitor conditions, including the museum experience
without music, a specific sound/gamma condition and the museum experience with original applied music.
The research examines visitor perception, attention, emotional response, motivation, memory and overall
experience. The aim is to better understand how original music can influence museum interpretation
and audience engagement.
This approach connects artistic production with data-informed cultural practice and contributes to
the development of new professional models for museums and cultural institutions.
Why EUROMUSE Matters
EUROMUSE addresses key challenges faced by contemporary museums and cultural institutions:
how to attract new audiences, create inclusive experiences, strengthen participation and use research
to better understand visitor engagement.
- It supports museums in creating more emotional and meaningful visitor experiences.
- It connects music, heritage, psychology, audience development and participatory practice.
- It involves communities directly in the creative and interpretative process.
- It gives young composers an opportunity to work within museum and heritage contexts.
- It contributes to the development of museums as open, sensory and audience-centred institutions.
Earth PR’s Expertise in EUROMUSE
Earth PR brings to EUROMUSE more than two decades of experience in cultural communication,
public relations, audience development and international project visibility.
The agency has worked with cultural institutions, festivals, museums, European networks,
embassies, cultural centres and creative organisations. Within EUROMUSE, this experience is applied
to strategic communication, European project coordination, audience development, media relations,
stakeholder engagement, documentation and project visibility.
EUROMUSE also builds on Earth PR’s long-standing cooperation with the Centre for Applied Music
and the development of original music for museums in Serbia and internationally.
Project Results
- Six original musical compositions for museum exhibitions
- Three museum-based composer residencies
- Participatory Community Muse Boards in three countries
- Visitor research across partner museums
- International trainings and professional knowledge exchange
- Online concerts and digital artistic presentations
- Music album with original EUROMUSE compositions
- International scientific conference in Belgrade
- EUROMUSE publication and documentary materials
- Strengthened European cooperation between museums, music professionals and audience development experts
EUROMUSE and the Future of Museum Experience
EUROMUSE is not only a project about music in museums. It is a project about the future of museum experience.
It opens space for a new type of interdisciplinary practice where visual art, heritage, sound, psychology,
audience research and community participation meet.
The project demonstrates that original music can become an active interpretative tool — one that helps visitors
listen, feel, remember and connect more deeply with museum collections.
Through its coordination of EUROMUSE, Earth PR contributes to the development of innovative European cultural practices and to the positioning of Serbia as an active contributor to contemporary museum and audience development methodologies.
Project Information
| Project title | EUROMUSE |
|---|---|
| Programme | Creative Europe Cooperation Project |
| Coordinator | Earth PR, Serbia |
| Affiliated Entity | Centre for Applied Music, Serbia |
| Project period | 1 November 2024 – 30 April 2026 |
| Countries involved | Serbia, Italy, Portugal, Greece |
| Official website | www.euromuse.eu |
Co-funded by the European Union. Views and opinions expressed are however those of the author(s) only
and do not necessarily reflect those of the European Union or the European Education and Culture Executive Agency.
Neither the European Union nor the granting authority can be held responsible for them.
For Project Coordination and Media Enquiries
For further information about EUROMUSE, project communication, media relations or international cooperation,
please contact Earth PR.