When we say “audio-visual”, we often mean mainly “visual”. Culture is dominated by images; we view social media with the sound off; and “immersion” in computer games is often reduced to 3D graphics. But sound is a powerful tool that allows us to submerge ourselves in a story – from radio reports, though games, to physical artistic installations. During the panel we will ask how to use sound to build captivating online stories and engaging experiences in museums.