Accepted wisdom has it that interactive technologies are revolutionising arts marketing practice but that's only part of the story. True, the new technologies are revolutionary tools but the real driver of change is not the tools as such. Rather, it's the human interactions they make possible. It?s a fine but by no means trivial distinction with a critical message for marketers. The more pervasive web tools become, the more inventively we humans use them to reach out to each other for personal connections. Conversely, the more those tools are used to hammer us with unsolicited ?noise?, the more resistant and impervious we become. Simply put, the future of marketing lies in interaction, not interruption.