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Peter SamisAssociate Curator of Education
& Stephanie PauAssociate ProducerInteractive Educational TechnologiesSan Francisco Museum of Modern Art
Artcasting at SFMOMA: First-Year Lessons, Future Challenges for Museum Podcasters
QuickTime™ and aGIF decompressor
are needed to see this picture.Museums & the Web 2006 - Albuquerque, NM - 3.23.06
Cult object…
The hottest thing since sliced bread?
Valentino boutique window, Venice
Is it just San Francisco that’s so iPod-obsessed?
• Feb 2005: Over 22 million people (age 18 or older) own iPods or other MP3 players
• Jan 2006: 14 million more iPods sold in 4Q 2005, bringing total to 42 million sold to date
Sources: Pew Internet Project; Apple Computer, Inc.
So is it just a new vehicle for an audio tour?
Well not exactly…
Pitfalls of Podcasts as Audio Tours
• Playlist behavior: no pausing between tracks
• Menuing: multi-tiered • Sync ability:
discouraged• Imaging: clumsy• Mapping old medium
onto new one… not the best fit?
San Jose Solution: The Notes feature
aka Apple’s Museum Mode
• Hyperlinks from Notes field lead to each commentary
• Audio tracks play and stop
• Locks out system access
• Can work with enhanced podcast images
Podcasting ≠ Museum Mode
User’shardware
Museum’shardware
RSS/downloads
Museum desk/staffed
Next question: DIY or hire out?
• How experienced are we at producing entertaining audio? What would the learning curve be?
• Are we able to set up a recording studio?
• Are we willing to “settle for less”?• Which existing projects will have to fall
by the wayside?• Do we have an outside partner who can
help?
Considerations:
Our First Two Experiments
Richard Tuttle Robert Adams
Very time consuming…
In our case, the answer was Yes.
Did we have an outside partner who could help?
• Nearby in Sausalito• Playful and creative audio in their genes • Expert sound designers/producers • Wanted to experiment with us
Given the confidence, creativity &capacity we were afforded by our collaboration with Antenna…
We were able to dream larger.
Enter SFMOMA Artcasts:
• A rapid response, audio zine format that blends structure and flexibility
• A movement from the Museum out into the community, and from the community into the Museum
Beyond an audio tour:
A Believer of the airwaves.
One that people can listen to on the go.
One they have an incentive to bring back.
A $2 admission discount at all price levels when they show their Artcast:
• Adults• Seniors• Artists • Teachers• Youth
Each Artcast episode has Two Tracks:On the Go In the Museum
Monthly audio art “zine”• Co-produced with
Antenna Audio• 15–20 minutes
comprising 4–5 NPR-style features:– Voices from the
Collection– Guest Takes– Exhibition Highlights– Vox Pop– Visitor-submitted
podcasts
Exhibition Tour Supplements:
• Produced in-houseArtists:• Richard Long• Wangechi Mutu• Chuck Close & Kiki Smith• Robert AdamsCurator:• Madeleine Grynsztejn
Voices from the Collection
Bruce Conner
Voices from the Collection
Cellist-composer Joan Jeanrenaud
Voices from the Collection
Chuck Close Janet Cardiff
Guest TakesPamela Z
JT Leroy
Beth Lisick
Vox Pop
Entering the Blogosphere… Viral Marketing
Contact and recruit “Guest
Take” talent
Pull audio from
archives or record live
visiting artist
Review Transcripts
Workflow for creating a podcast
SFMOMA
Draft and
edit Script for Narrator
Add layers of music, editing magic
Record narration, mix “Vox
Pop”
Antenna Audio
Hand all of this over to Antenna
Review “roughs”
and finalize!
SFMOMA& Antenna
Meanwhile, back at SFMOMA…
Update RSS Feed
Update SFMOMA
web, newsletters,
Get the word out in
the blogosphere
Sync images to
final audio
Begin brainstorming for the next
episode!
Record Vox Pop w/
Antenna
So a big question remains…
Does all of this point to a device-independentfuture…
Audio tour companies becoming contract sound designers without the liability of amortizing an arsenal of equipment?
And everyone out of the hardware business? (except for the PBX server folks!)
with a variety of audio/media formats and tones suited to different audiencesand moments…
We shall see!