Google Arts & Culture
Audio to travel inside the masterpieces of museums around the world.
Paul Signac

The Client

Google Arts & Culture is Google’s web platform dedicated to the spreading and dissemination of culture around the world.

Among the various experiences offered to visitors, the site keeps an archive of works of art in very high definition, coming from more than 15 thousand museums around the world.

The platform is also accessible through a dedicated app which has exceeded 10 million downloads.

The Challenge

The team asked us to create audios to bring up the details of the works in their archive.
We have therefore decided to attach the works with short audio comments corresponding with the main details of each image.

The first step was to make a pilot experience to test the product.

Following the pilot’s approval, eArs was entrusted with the realization of 25 experiences entitled Tune Into: audio stories to discover the details of the work guided by the voice of a professional actor.

Later, the project evolved into a second edition, with the production of another 10 Tune Into and the development of a new experience called Sights and Sounds: details animated by ambient sounds and ad-hoc music, accompanied by a short text commentary.

The skills on the field

Design
Writing
Voice over
Sound design

The entire process has been carried out side by side with the Google Arts & Culture team, programming feedback moments and revision of selected works, details, written texts and audio products.

How can we
help you?

There is no project identical to another. We adopt a consultative and tailored approach, customizing each activity based on the goals and needs of the organization we engage with, working side by side with them.

Analysis and study of sources (books, articles, websites) provided by the client or independently gathered by subject-specialized researchers. The study activity may also include interviews with a specialized representative suggested by the client.

A team of writers selected based on the topic is responsible for writing the scripts for the audio. Each script is reviewed by a dedicated editor who ensures the accuracy of the text and its alignment with the editorial guidelines and objectives agreed upon with the client.

Through a certified partner, we are able to translate texts into any language. Additionally, each translation is supervised by a dedicated editor. Language editing is an activity that includes:
  1. grammatical editing, to correct writing errors and typos
  2. stylistic editing, to ensure that the terms and phrases used in the translation align with the natural language of a native-speaking audience, relevant to the specific sector

Native-speaking professional actors handle the dubbing of the texts. Each actor is supervised by a manager responsible for ensuring that the voiceover is performed according to the brief and objectives shared by the client.

It is also possible to have texts narrated by non-professional speakers, either recruited by us or suggested by the client (for example, a curator of an exhibit or a manager). In this case, these ‘Guest Speakers’ are supported by a professional actor who provides prior training and assists them in the studio during recording.

The music composers will handle orchestrating, producing, and composing the musical backdrop according to the brief agreed upon with the client, mixing instruments and creating a mood that enhances the themes and the speaker's voice.
The same team is also responsible for researching and selecting sounds and sound effects to enrich the narration.
Both music and sound effects are integrated, maintaining the proper balance between the musical and vocal parts.

Cleaning, equalization, and normalization of audio tracks to remove any background noise, breaths, clicks, etc., using software.
Mixing and mastering of the complete recording, including voice and music, with loudness adjusted to the volume standard most suitable for the listening experience.
Finalization of the product, export, and delivery of files in the appropriate format for final use.

We work with the client to formulate a content publishing plan and identify the most effective audio distribution channels to achieve their objectives, aligned with the current communication strategy.

We upload the content to a web app and make it accessible via QR code.

We enhance every audio project with a tailored media and promotion plan to ensure its visibility and reach the right audience.

We provide hardware devices for museum visits through sale or rental, making them simple and accessible to everyone, while also handling the uploading of audio to these devices.

Monitoring the KPIs (Key Performance Indicators) allows us to assess the effectiveness of our strategies and adapt them in a timely manner, ensuring the maximum impact of our product on the target audience.

eArs is perfectly integrable with the offering of Apps, Web Apps, and AR/VR experiences, enhancing the technology with high-quality audio and textual content.

Does it sound good?
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