Te kōrero Matewa Media

We recently caught up with Tweedie Waititi Producer, Director (Te Whānau a Apanui, Rongowhakaata)  at Matewa Media to get her thought leadership on the future of culture and technology in the media localization sector.  

Matewa Media's story is one of passion, perseverance, and the power of cultural representation. It shows the impact that a simple idea, combined with dedication and community collaboration, can have on preserving and promoting indigenous languages.

What is the story behind Matewa Media and what inspired you to start the company?

The story of Matewa Media began with a simple dinner conversation in 2017 between two mothers, Chelsea Winstanley and Tweedie Waititi. As our tamariki (babies) watched Disney's Moana in the background, an idea sparked: wouldn't it be wonderful if the film were available in te reo Māori?

Fuelled by this thought, we started sketching on a ranch door, envisioning the possibilities. With no clear path forward, we reached out to Taika Waititi, who was working on Thor at the time. Through him, they were able to start a dialogue with Disney.

Understanding that the official process would take time, we decided to take a leap of faith. We sourced the script and assembled a team of translators, including Katarina Edmonds, Waldo Houia, Huia, and Vikki Demant. Rob Ruha joined as music director, Rachel House as director, and myself as co-director and producer.

We forged ahead, learning on the fly as we went. Utilizing VoiceQ software to streamline the process, helped overcome technical challenges and completed the translation.

Our first motivation was to create something meaningful for our own children and the Māori community. We hadn't predicted the wider impact it would have. Eight years later, my one-year-old son insists on only watching Māori-language content, highlighting the long-term influence of the work.

Matewa Media's success lies not in financial gains but in its contribution to the normalization of te reo Māori on screen and in cinema. The company's name is a tribute to both my niece and grandmother and carries the legacy of our ancestors and the hope for future generations.

What sets Matewa media apart in the field of post-production dubbing, and what are your core strengths and areas of expertise?

Matewa Media stands out in the field of post-production dubbing due to its passionate dedication to te reo Māori and its revitalization. The company's focus extends beyond literal translation, striving to convey the cultural context and worldview inherent in Māori storytelling. By collaborating with language experts, Matewa Media ensures linguistic accuracy and cultural authenticity in its dubbing work. Additionally, the company's access to top Māori voice actors and musicians brings a unique level of quality and authenticity to its projects.  

Matewa Media's unwavering commitment to quality and cultural sensitivity is evident in its dedication to creating content that accurately represents Māori culture and resonates with its audience. As a pioneer in Māori language dubbing, Matewa Media is paving the way for future projects and initiatives in this important field.

In your experience, what are your biggest challenges facing the audio post production industry right now?

Our blend of passion, ability, and commitment to cultural authenticity sets us apart as a leader in post-production dubbing for Māori language content. One of the biggest challenges facing the audio post-production industry in New Zealand is the lack of Māori language speakers in technical roles. This lack of expertise doubles the workload for Māori language dubbing projects, as it requires additional effort to ensure the meaning of words is not altered during the technical editing process.

To address this challenge, Matewa Media has been actively working to train and upskill technicians in te reo Māori. They have also been exposing young people to the world of audio post-production to encourage them to pursue careers in this field. Additionally, the company has sought knowledge and expertise from international sound engineers to elevate their work. The hope is that by increasing awareness and providing training opportunities, more Māori language speakers will be attracted to technical roles in audio post-production, ultimately enhancing the quality and efficiency of Māori language dubbing projects.

Are there any emerging trends or technologies you think they will impact?

In the next five to ten years, emerging technologies like AI could significantly impact the field of audio post-production dubbing. One potential application is using AI to modify voice tones and intonations to better match specific characters or accents, saving time and effort for voice actors. AI could also be used to generate realistic voice overs or fill in gaps in recordings, improving overall quality and efficiency.  

However, while AI can assist in these areas, it's important to maintain the authenticity and cultural nuances of the original performances. Striking a balance between technological advancements and human creativity will be crucial for the future of audio post-production dubbing.

How do you stay ahead of the curve and ensure your team is equipped to meet the evolving needs of your clients?

Matewa Media stays ahead of the curve by prioritizing and championing each project's unique kaupapa (purpose). This involves clearly defining the project's goals at the outset and ensuring everyone involved understands and aligns with them. By valuing the ability and perspectives of everyone involved, particularly about language and cultural nuances, Matewa Media fosters a collaborative environment where everyone's voice is heard. This approach ensures that the final product not only meets the needs of the clients but also respects and celebrates the richness of te reo Māori and the cultural context of the project.

Can you share insights on your typical workflow?

Yes, Matewa Media's workflow is a meticulous process that prioritizes cultural accuracy, quality, and collaboration. We have developed this over time on a range of projects. Our latest iteration has ten stages.  

VoiceQ has helped us level up our workflow. We can now zero in on perfecting the script adaptation before recording and nail the voice actor's performance during sessions. It's also super eco-friendly, cutting down on paper waste and making everything smoother. Plus, the Director can tweak scripts on the fly if the talent hits a snag, which keeps things moving fast. The software’s reporting tools give us awesome insights into performance quality, helping us achieve our aspiration of delivering authentic, quality dubs efficiently.

Can you share any insights on a recent project?

Yes, we are very excited about Encanto te reo Māori which has a release date: 12 o Hepetema, September 12 (2024). We dubbed the English language version of Encanto into te reo Māori. Learn more

We've just recently come back from London, from mixing Encanto. Obviously, I'm very proud of all five Disney projects, but what I love the most about Encanto is how busy the film is, how busy the characters are, and the brain of Lin Manuel is, it's like he's got a million ideas going on at once.

And so, as a dubbing project we’ve tried capture that and translate authentically in te reo Māori. The adaptation of the translated script to get a tight lip synch was challenge while staying true to the story.  Overall, we executed well, and te reo Māori speakers will arguably understand it better than the English version. They will understand the nuances in script adaptation that makes it work as a dubbed experience.    

What were the challenges in this project?

One of the biggest challenges in re-versioning or re-imagining content into Māori is that every Māori word ends with a vowel. This can make it difficult to match the lip movements of the original actors, especially with words that end with a closed mouth sound. We had to develop a range of techniques to ensure the lip-sync was as accurate as possible.

A secondary challenge is that the Māori language is often three times longer than English. To address this, we used a higher level of te reo Māori, incorporating proverbs and idiomatic expressions to convey the nuances of the original dialogue.

While these are some of the unique challenges we faced when working with te reo Māori, I imagine these challenges would be similar for many indigenous languages.

Encanto te reo Māori Cast

Where did VoiceQ specifically add value on this project?

VoiceQ was instrumental in helping us navigate the unique challenges of translating and dubbing Encanto into te reo Māori. Specifically, it allowed us to:

1. Maintain the essence of Lin-Manuel Miranda’s rapid-fire, idea-packed dialogue: The software helped us capture the energy and rhythm of the original script, even when translating into a language that is often three times longer than English.
2. Prioritize the heart and soul of the story over perfect lip-sync: While achieving perfect lip-sync is always a goal, VoiceQ enabled us to focus on conveying the true meaning and emotional depth of the film, ensuring it resonates with Māori audiences.
3. Bridge the gap between languages: By providing visual cues and precise timing, VoiceQ empowered our voice actors to deliver performances that felt natural and authentic, despite the complexities of language translation.

Overall, VoiceQ played a crucial role in ensuring that the Māori version of Encanto is not just a translation, but a faithful and culturally relevant adaptation that speaks to the hearts of its audience. For studios and professionals looking into re-versioning workflows, VoiceQ will make your life easier.

Are there any innovations you would like to see in future VoiceQ releases?

Yes, as a team we are interested in future functionality that;  

1. Enables translators to leave audio notes directly on the timecode. This would allow for more precise feedback on intonation and pronunciation, especially for busy translators who may not be able to attend every session in person.
2. Aims to improve the display of lyrics for specific musical scenes and explore ways to include more musical cues, like visual notes. This would help performers sing the notes more accurately.
3. Allows a dropdown selection on lines to see different versions to allow translators of indigenous languages to see their edited versions for the team to review. This streamlines the feedback loop and ensures accuracy.

Overall, VoiceQ has been instrumental in enhancing the efficiency and quality of Matewa Media's dubbing process, we look forward to testing the suggested innovations and shifting the bar on producing high-quality dubs.

View Disney Moana Reo Māori