The Story of Atma Entretainmento
We recently caught up with Daniela Justi | Co-founder at Atma Entretenimento to get her thoughts on the future of localisation technology. Daniela comments on Brazilian consumer demand for voice diversity, quality adaptation and lip sync supported by technology that enables dubbing as an art.
When was Atma Entretenimento founded?
“Atma Entretenimento was co-founded by myself and Gilberto de Syllos in November of 2017, in São Paulo, Brazil.
My tertiary life started at Kennesaw State University where I completed a B.A.(Hons) in Finance and then an MBA in Leadership and Commercial Diplomacy from Georgia State University in conjunction with the Sorbonne Graduate Business School (IAE). After college, I pursued a successful commercial career in Latin America, Europe and the United States. My passion for language includes fluency in English and Portuguese, proficiency in Spanish and basic conversational French and Turkish. Life skills learnt from travel and business phase provided an excellent grounding for my role in business development and account management.
Gilberto de Syllos holds a bachelor's degree in Music from The State University of Campinas (UNICAMP) and is currently completing a Master's degree from UNICAMP. He brings more than 30 years of experience as a professional musician, director, singer, performer, actor and composer to the company. Since 1987, he has composed and played for a variety of soundtracks in the entertainment industry. He also has authored several books, including "Advanced Techniques for Bass in Brazilian Music," released in Europe and in the United States by Advance Music Editors. Gilberto is responsible for supervising all artistic aspects of the dubbing production at Atma.
What was the primary driver to set up the business?
“To bring high-quality dubbing to our demanding Brazilian audience, which recognizes dubbing as an art.”
What are the primary areas of the business?
“Atma specializes in localization services into Brazilian Portuguese. In other words, we work with foreign content that requires dubbing into Brazilian Portuguese. We have a diverse pool of talents composed by 300 plus voices and a team of seasoned composers and musicians for song localization and music production.”
What are the key workflow problems to solve?
“We have learnt that working with paper scripts requires around 60% more recording time from that of working with a digital platform. Thus, moving from paper to digital scripts while using integrated Pro-tools and VoiceQ software was essential to create workflow efficiency. In addition, we are pleased to provide a more environmentally sustainable service.”
What are the key sector trends driving change?
“Content volume has increased considerably in the past years and digital devices and platforms developed fast. As a result, we should implement new processes and improve our operations in order to keep the pace while providing high-quality dubbing.”
What are the key consumer trends driving change?
“The Brazilian audience knows the difference between a bad and a good dubbing and recognizes what an outstanding dubbing is. They also get tired from listening to the same voice talents over time. Thus, voice diversity, excellent interpretative skills and superior lip synchronization are essential to our business. All these elements can be achieved with a combination of talent, training and technology.”
What area is VoiceQ of most value?
“VoiceQ provides us with the recording speed we need to work with high volume content while maintaining or improving quality. Directors and dubbing actors now have more liberty to do what they do best, directing and acting.
Why did you choose VoiceQ as your preferred solution?
After doing research, I concluded that VoiceQ is technologically more advanced than the competition.
· It is very simple to use as you intuitively learn as it goes.
· Dialogue is synchronized in advance and not during recording.
· You can choose to work with only one actor or multiple actors and cues.
· Various types of reporting, therefore, you really have the data you need to evaluate the business.
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