We are all in the arts believing arts can bring social change. A change for the better. So what does our arts brand mean to others? Do we even occupy a space in other’s heart? What is our core value and what changes do we envision bringing? Arts is people. Being in the people business, the arts is most certainly interrelated with society, politics and the world. We will be exchanging views on how we see ourselves in the arts and relevance to the society. In the wake of the COVID-19 global pandemic, it has left no one unaffected. We will backtrace the decision-making process of different arts organisations and how arts brands find relevance to the society and its audiences.