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We really have to start considering a museum like a mass medium, but we still don’t know how it really functions, what are the rules and the laws. The reason why BMW is working with us, or Volkswagen with MoMA, is because you want to get to know the questions, the demands and the insecurities of your clients, of your users. One of the things we figured out is that we have many users who are not here, but out there. We’ve only started to get to know them since our director of Audiences and Media Marc Sands said: “look at what these people are wanting. They are living in New Delhi.” Tate Modern is a brand like BMW.
Chris Dercon (artinfo interview)


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