Many cultural institutions today find themselves in a dilemma: On the one hand, programming should, and wants, to reach as many people as possible – especially young people, and particularly those young people that the legitimized art world perceives as «distant» from the arts. On the other hand, cultural institutions have little knowledge of this targeted audience. Neither they do understand why it persistently stays away nor how this is to be changed. That is where the project «Art Affiliators» has its starting point: The current project of the Institute for Art Education works on the «rules of the game» of the art world, in order to identify them systematically, to take young people's position concerning this game, and to possibly change it. The paper discusses the problems of well-intentioned notions of access and gives insights into the ongoing project and its approaches to inclusive learning programmes.