Over the last thirty+ years the Fine Arts have found themselves in an increasingly tight squeeze between a rock and hard place in most Western countries. Their development shows why not every arts market segment can be measure by the same criteria – like an egalitarian community purpose, financial independence or adaptation to capitalist logic – and why there is still a need for Arts for Art’s Sake.

In the beginning of September 2018, the German Library Association invited me to travel to Latvia and Lithuania to trace the status quo of digitization in big and small libraries in Riga, Klaipda, Plunge and Vilnius together with a group of German journalists. Above all, I took one thing with me: compared to Germany, digitization is a matter of course in the Baltic States.

How to build an independent art scene? For those directly involved in the Lubumbashi Biennial in the Democratic Republic of Congo, this is an urgent question that has clear social consequences. By investing in its own locality while forging its place in the world, the Biennial is leading the way.*

This paper is a guide to the basics of up-to-date communication in the arts sector. It focuses on the key point in making communication with arts audiences more efficient: to convey your values and to connect with peoples needs and desires.