“What’s next?” the challenge faced by numerous archives that have developed over the recent decade. How to justify the assembly and generation of huge data sets and introduce them into broader research and cultural use beyond the project itself? How can archives give an impetus for the materials to live on? Who shall their consumers and users be? The issue is especially deeply felt by small narrowly specialized archiving initiatives oriented at academia. The unarchiving program of the Urban Media Archive is a response to these challenges. It provides for opening their collections to general audiences through public events and engagement of artists.