BELGRADE 1. JULY 2021. The Center for Applied Music, the Museum of Science and Technology in Belgrade, Earth PR and the Institute for the Study of Cultural Development of Serbia have started a project supported by the Serbian Ministry of Culture and Information on composing, implementing and measuring the impact of originally composed music on the content of the Museum of Science and Technology. influence on the development of the museum audience. The project will be realized from June 1 to December 1, 2021.

Task

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.

Result

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).

Music Works for the Museum of Science and Technology in Belgrade

As part of the artistic component of the project Applied Music for Museums, CAM commissioned and produced original applied music pieces designed specifically for the spatial and interpretative context of the Museum of Science and Technology in Belgrade.

Synocompositions (original applied museum music)

• “Vibroscien” — Aleksandar Vl. Marković
  (Original composition developed for the Museum of Science and Technology, Belgrade)

• “Music box” — Miša Cvijović
  (Original composition developed for the Museum of Science and Technology, Belgrade)

• “Quo vadis” — Dušan Đorđević
  (Original composition developed for the Museum of Science and Technology, Belgrade)

Documentation / media

• Beogradska hronika — CAM guest appearance (Aleksandar Vl. Marković)
  (Public presentation / media coverage connected to CAM’s applied music work for museums)