Museumweek
Full musical production and sound design for the national Museumweek campaign, putting overlooked masterpieces back in the spotlight.
- Client
- Nationale Museumweek 2019
- Sector
- Cultural sector
- Year
- 2019
- What we did
- Music production, post production and sound design
- What it achieved
- 700,000+ more museum visitors aged 4 to 18 compared with 2018
Making the overlooked impossible to ignore
Museum Week 2019 had a lovely idea behind it. The pieces people usually walk straight past finally get their moment. So the music had to be curious, warm, a bit playful. Definitely not stiff or churchy.
Music that moves the way museums do
We started from how fast (or slow) you walk through a museum. The music carries the campaign from the first frame to the last and never hurries. There's enough drive for TV, but the images still get room.
Full production, start to finish
Musical production
An original score paced like a museum visit instead of like an ad.
Post production
Audio post ran alongside the picture edit, from the first cuts to the broadcast master. No nasty surprises at the end.
Sound design
A bit of room sound so you feel the museum, kept under the music and the message.
How do you write music to the rhythm of a museum visit?
Museumweek 2019 was about the pieces visitors usually walk past. That called for music that invites you to look rather than to move on.
Museums have their own rhythm. The quiet between two rooms. That moment a painting suddenly gets you. It's slower than ads usually are, and we wrote the score to that rhythm anyway, with enough pace for TV and some pauses where the picture can breathe.
In practice? Fewer notes than a normal campaign track, and the accents on the cuts instead of on the beat.
One track, a hundred objects
Museumweek 2019 brought in 700,000+ more visitors aged 4 to 18 than the year before. The audio was one part of that campaign.
This project is one of seven Studio ZK made for the cultural sector. Campaign sound for museums →