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What do you think, are there lots of people who after Kumu Night begin regularly to visit the museum? Does the event really generate additional interest in Kumu?

Somre: I think that for a certain part, definitely. We try to leave at least some of the contemporary art exhibits open during the night. And many see that “Hey, it’s not so bad! Turns out that modern art is interesting!” (Laughs.) And possibly they come back again. Of course, that depends on the exhibits which are open during that time.

What would you like to highlight in this year’s Kumu Night?

Anu Liivak: This year Kumu Night will be more extensive than last year. First, we will devote more space to the event; second, the event is sponsored by Tallinn – European Capital of Culture 2011. Last year, for example, due to the economic crisis it was very difficult to find financial support; that’s why Kumu Night was smaller. The search for a sponsor hinders the event’s specificity: artists in the experimental genre aren’t as commercial as recognizable groups, therefore they of interest to a narrower group of people.

Somre: Yes, the event will be big—four stages!

It’s interesting that the museum will resound with music, because usually museums are incredibly quiet places.

Liivak: Museums today must change a lot. I have the feeling that we’re seeing a situation where, for the most active group of people—young adults, if I may call them that, who actively consume culture, who have money and are mobile—for them, museums don’t fit in their trajectory. Kumu is contemporary; it’s not “dark and dusty.” Yet either way, a visit to the museum doesn’t fit in their plans. All around them are forms of culture that are must more easily accessible. What is more, contemporary art is specific with the fact that it is not always easy to understand. And the message is often serious and complex, and not so much entertaining.

What to your mind is the ideal relationship model between a museum and its visitors?

Liivak: We are working on it. People have been discussing this in the world for the last twenty years. Specifically, just the product itself is no longer enough—a good art exhibit or exposition. Sure, it’s nice to talk about this, but right now Kumu is face to face with this situation of what to do. What is more, we are still in the economic recession, and it’s not possible to hire addition employees; therefore we don’t have the necessary work force to intensively work on attracting visitors. We have an Education Center, but this works with children and only rarely has educational activities for adults. To work on a larger scale for a wider audience would be something completely different. Yet this demands resources.